In 2020 Gather Social launched Spotlight. The aim of Spotlight is to tell the real stories of businesses and careers and dispel the myth of overnight success. Whilst videoing isn't feasible at this time, we have launched a blog from which we aim to inspire future generations with positive content during this anxious time.
What is Spotlight
We are living through the strangest of times. As the Managing Director of a business, I started with a £300 quid laptop and not much more to my name. This time period has given me the chance to spend a lot of time reflecting on the last five years of my life; There have been some incredible lows and some insane highs. Nothing could have prepared me better to try and navigate the current landscape with kindness, gratitude and positivity.
If like us, you have spent some time reflecting on your business journey and career then I would like to invite you to guest blog for Spotlight. When normality returns, which it will, we would love to welcome you to come and film your story.
What can we do for you?
We can provide you with a template of questions to work from, or happy to just receive your thoughts. One of the talented team here at Gather Social will turn your content into a blog. In return, we will publish your story and distribute it across our social networks. We have over 10K connections across all our accounts and would serve as very positive PR at this time. We are continuing to advertise throughout this period and would even include your contribution in our paid adverts strategy.
Get involved
If you would like to contribute please don't hesitate to get in touch via the contact form. Whilst providing yourself with some positivity, the sharing of your story could provide someone with some much-needed positivity right now.
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Lidl utilized Facebook Instant Experience to create digitally printed leaflets, resulting in a 10X return on ad spend and a 2.3% increase in overall turnover at trial stores in Ireland.
Big business, small prices
Lidl is notorious for its affordable prices since the opening of its very first supermarketing in 1973 Germany, it now operates 10,000 outlets across Europe and the United States. Lidl Ireland opened its first supermarket in 2000, and there are now more than 160 stores in the country. Lidl Ireland spends a lot of its marketing budget on printing and distributing promotional catalogues and leaflets.
Driving foot traffic and in-store sales
Lidl Ireland uses printed leaflets and flyers to publicise many of its offers or weekly specials. The company wanted to know if Facebook Instant Experience could replicate the feeling of reading a brochure. It also wanted to explore how effectively the ad format would drive store visits and sales.
Working alongside Facebook Creative Shop Lidl created a digital version of the leaflet with Facebook Instant Experience.
Facebook Instant Experience is an immersive full-screen ad that is optimised for mobile and designed to capture the complete attention of an audience. Within an Instant Experience, people can watch videos and photos, swipe through carousels, tilt to pan and explore lifestyle images with tagged products—all in a single ad.
Lidl Ireland and Facebook Creative Shop made several versions of the Lidl leaflet that replicated the print version in an interactive and user-friendly way.
The results of the campaign were measured using a Match Market Test. This compared in-store sales in areas reached by ads that used Instant Experience against similar Lidl stores that didn’t use this advertising.
Lidl hits big
Lidl Ireland’s Facebook campaign proved that digital catalogues can have a significant impact on in-store sales and visits. Between September 30–November 3, 2019, the campaign increased sales and total turnover in targeted areas. It also achieved:
- 2.3% increase in overall turnover at trial stores
- 2.7% increase in the number of customers buying items promoted with Instant Experience
- 1.9% increase in turnover from promoted items
This blog post was originally taken from Facebook.
Telecommunications service provider Orange utilised WhatsApp API to keep in touch with there customers with 24/7 customer service serving a staggering650,000 people within 10 months.
Increasing Customer service
French mobile communication company Orange Group is one of the largest telco providers in the world. Providing services for mobile, landline and internet! With nearly 300 million customers worldwide Orange's aim was to improve its customer service. Providing customers with a channel that they could use to contact the company 24/7.
Automatic response
WhatsApp is among the most popular messaging apps in Spain, so Orange Spain wanted to offer its customers the opportunity to reach the company through a popular app. The company used WhatsApp Business API into its suite of customer communication with the help of technology provider LivePerson.Customers could easily access Orange WhatsApp services by calling its customer number. During the call, Orange ensured to ask if they wished to continue with their question via WhatsApp.Orange used virtual assistant Djingo throughout the conversation to offer solutions in response to customers’ questions. For more complex issues customer service agents could enter the WhatsApp conversation without affecting their experience.
Reaching thousands with WhatsApp
By adding the WhatsApp Business API, Orange Spain can provide 24/7 customer service to customers. More than 400 agents now support the WhatsApp channel from contact centres all around Spain.WhatsApp quickly became the number one service among Orange customers! This achieved the following results over a 10 month period:
- More than 1.5 million WhatsApp conversations
- 650,000 customers served via WhatsApp
- 80% of customers recommend WhatsApp
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How FlowMotion Achieved Success on Social… This manufacturer of premium smartphone stabilisers used Facebook video ads and ads in Instagram Stories to showcase its product, doubling sales and achieving an impressive 6X return on ad spend from Facebook alone.
Capture the moment!
Designed and created by adventurers, engineers, and athletes with a passion for videography, tech and the outdoors, FlowMotion ONE is a premium 3-axis smartphone stabiliser. The product provides inspiration for anyone wanting to become a professional filmmaker.
Don’t lose focus!
Released to the public on Kickstarter in November 2017, it raised $1.3 million in just 50 days. Seeking to capitalise on this interest, FlowMotion wanted to increase website pre-orders for the FlowMotion ONE.
Getting into the Flow!
The company targeted ads to large regions based on lookalike audiences. Using these lookalike audiences allowed the FlowMotion to reach and engage new customers by looking at traits that the people in these groups shared with its existing customers that were active. They then retargeted ads to people who had recently visited the FlowMotion website but had not made a purchase.
They went with video ads to bring the smartphone stabiliser to life, using 15–45-second videos that showcased the FlowMotion ONE and its technical capabilities. Thinking mobile-first and wanting to make the viewing experience as immersive as possible, the videos were adapted into multiple formats for different channels—4:5 for Instagram and Facebook News Feed, and full-screen 9:16 ratio for Instagram Stories.
They then used automatic placements to run the ads across Facebook, Instagram and Audience Network. This allowed them to find the most relevant optimization events available. They also used Audience Insights to help decide the campaign’s budget, gain customer insights and lay plans for future ad campaigns and business strategies.
Their Success
Despite no experience with Facebook ads, FlowMotion successfully doubled its pre-order sales compared to the previous quarter. They made more sales during this campaign than in the entire previous year. The January 1–March 31, 2018 campaign achieved a6X return on ad spend on Facebook as well as a 10X overall return on ad spend for the campaign.
Succeed on social like FlowMotion by reading oursocial success blogs!Check out Flowmotion!
This leading global smartphone manufacturer dialled up excitement for its new Galaxy S10 in France with Facebook video ads, which lifted online sales by 13.7%.
Chips with everything
With assembly plants and sales networks in 80 countries, Samsung Electronics is the world’s largest manufacturer of consumer electronics and semiconductors by revenue. It is also the world’s biggest seller of mobile phones and smartphones, and the Galaxy S range is its flagship model, with each new iteration keenly awaited by customers and technology fans.
The Goal
Upselling the Galaxy S10
Samsung wanted to build excitement around the launch of its new Galaxy S10 in France with a campaign in three distinct phases: pre-reveal, pre-launch and launch.
The solution
A slow burn for a hot product
The Facebook campaign for the French launch of Samsung’s front runner Galaxy S10 smartphone was a close collaboration between Samsung, its creative agency Leo Burnett and media agency Starcom, and Facebook Creative Shop. The global campaign video assets were adapted to create impactful, mobile-first creative using square as well as vertical formats. The global creative was also given a local spin to tailor it to the French market and its typical behaviours.
The campaign, which ran across multiple digital channels, was conducted in three phases.
Phase 1: The Tease
Short-form video ads were targeted to a tech-savvy audience of French consumers aged 18–49 in the early stages. Making sure to announce the brand new Galaxy S10 was in the works but holding back on the details to entice the audience. This phase was created to build anticipation and excitement around the product.
Phase 2: The Big Reveal
After several weeks of anticipation, the Galaxy S10 was revealed, with the early focus being on driving sales. Video ads were integral in order to invite viewers to be among the first to own the new bit f tech by reserving the product online.The video ads were targeted to customers who might be considering a phone upgrade, as well as lookalike audiences of purchasers.
Phase 3: Launch Day
At launch, Samsung used all Facebook ad formats, including Instant Experience, to show off the product features and increase awareness. To reach the largest audience, Samsung used automatic placements with reach and frequency buying across Facebook and Instagram Stories.
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Acquiring quality leads with educational Facebook video ads
My English School managed to win twice as many leads compared to previous campaigns by using engaging educational Facebook and Instagram video ads to targeted audiences during the peak season for student enquiries.
Learning English with confidence
Using a modern approach to teaching and learning, My English Scool launched in 2011 teaching English as a foreign language. Students can learn in one of 33 branches across Italy, where grammar-based teaching is combined with intensive conversation sessions in small groups. Their goal was simple, build on previous Facebook awareness campaigns to generate quality leads from people who were interested in learning English and who were most likely to sign up to a course. As a secondary objective, it wanted to convert leads into student registrations.
Homing in on segmented audiences
Working withinternational digital agency Rich Clicks to generate leads in September 2019: the peak period for education enquiries. The first step was to create assets for both Facebook and Instagram ads, these included images tailored to a variety of audiences with a mixture of mobile-friendly videos that covered the teaching method practised at My English School. Along with pricing and student testimonials. They then turned their attention to campaign strategy.
With a “full-funnel” approach to generating leads that show the full teaching experience. The first goal was to reach and educate a wide yet relevant audience, and then encourage people to take action as a result of seeing the ads. In order to achieve this, they ran three major campaigns. Each had a different objective: video views, lead generation and conversions. Using interest and demographic targeting, they created audiences according to age, interests and motivations for learning English (such as business or travel), as well as creating lookalike audiences.
The three campaigns targeted different audiences:
- Video ads: targeted to everyone within a 10km radius of My English School’s branches in Italy
- Lead ads: targeted to travellers, people interested in travel, professionals
- Conversions: targeted to teens aged 13–19, people aged 55–65 with an interest in languages, lookalike audiences based on recent website visitors
People who had previously visited the website also saw ads that encouraged them to return to the website to complete their registration. My English School also ensured that the campaign spending was used as effectively as possible by selecting the ThruPlay billing and optimisation option for video views. It also chose reach and frequency buying to reach its audience in a predictable way, at a controlled frequency.
Best-ever performance
My English School’s carefully targeted September 2019 video ads campaign earned almost 4,000 quality leads in a month, at less than half the cost of previous campaigns:
- 2X as many leads compared to the previous year
- 8.5% of leads converted to student registrations
- 58% decrease in cost per lead, compared to the previous year
This blog was originally taken from Facebook.
Pampers, a subsidiary of Procter & Gamble, is one of the world’s best-known names in baby care.This baby care brand achieved a low-cost app installs with young parents when running targeted Facebook and Instagram ad campaign.
Increasing app installs
The plan toencourage parents in Japan to register as Pampers Club members by downloading the app. The Start-up Pampers team, which handles digital products for the Pampers Club brand got started. The Pampers Club app allows members to collect points with every Pampers purchase and redeem them for gifts.
The target- young parents
Pampers aim is to connect with young Japanese parents of babies and toddlers for this campaign. Facebook’s targeting possibilities presented the perfect solution. By doing this Pampers partnered with global performance marketing agency yellowHEAD they wanted to run targeted campaigns across Facebook and Instagram. This would results in more brand awareness so Pampers were able to get more sales.
Pampers and yellowHEAD were interested in target audiences and a lookalike audience based on existing Pampers Club members. This was so they could target high-value audience groups.
In a series of split tests, different ad creative was shown in Facebook News Feed, Instagram feed and Stories. Each one inviting parents to download the app and start collecting points—and turn diapers into rewards.
Ad performance was analysed daily and based on the results. The team optimised audience segments, ad placements, ad creative and more to reach goals for the main conversionmetrics.
Growing the family
Pampers successfully boosted Pampers Club app installs during its month-long 2019 campaign, with more than half of installs resulting in key actions within the app:
- 75% lower cost per install
- 5X more web traffic, compared to previous campaigns
- 60% of app installs resulted in valuable in-app actions (purchase code scans and rewards redemption)
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How Broccoli Pizza and Pasta succeeded on social. This Italian food franchise increased its sales by 31% with a 3-day Facebook video ad campaign to celebrate National Pizza Day.
Broccoli Pizza & Pasta is one of the fastest-growing food franchises in the world. They have more than 135 stores across 6 countries in 2019, more customers are loving the freshly-prepared, made-to-order Italian-inspired food.
Pizza the Action
Broccoli Pizza & Pasta wanted to take advantage of National Pizza Day by promoting a special offer that would boost brand awareness to increase sales.
In Pizza We Crust
To create an impact before, during and after National Pizza Day, Broccoli Pizza & Pasta decided to team up with Coca-Cola and some of its most prominent home delivery partners in the region: Talabat, Deliveroo, Careem and Zomato. Customers could take advantage of a joint offer for the 3-day campaign period where they could buy one meal and get another meal plus 2 drinks for free.
The campaign was targeted to people aged 13–35 in the United Arab Emirates, Saudi Arabia and Oman, using Facebook’s core demographic and location targeting. These people saw video ads across Facebook News Feed, Instagram feed and in Stories. These were created in collaboration with coca-cola. To ensure that people saw ads in the language that was relevant to them, both Arabic and English versions were created. Each ad featured a call to action to shop the offer!
Slice, Slice, Baby:
Broccoli Pizza and Pasta’s high-energy 3-day campaign for National Pizza Day 2019 reached more than 9 million people in 3 countries. This resulted in a 31% boost to sales.
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Social Success for fashion retailer Etam. They gained new customers and a more than 5X return on ad spend with a summer conversion campaign on Facebook and Instagram to promote its bikini range.
Their Story:
Etam is a European high street leader in women’s underwear and swimwear. The brand has over 3,400 outlets in more than 36 countries. Following its first Spanish store opening in 1984, Etam has expanded with franchises across Spain.
Etam wanted to increase awareness of the brand in Spain, as well as boosting sales and gaining new customers.
Solution:
They worked with Elogia Media S.L. on a summertime conversion campaign to promote their bikinis. They showcased highlights of the range in the carousel and collection formats, as well as in dynamic ads, encouraging customers to “Shop now”.
The fashion brand split their audience into 6 distinct ad sets that were created using Facebook Insights from previous campaigns. They also used Custom Audiences and lookalike audiences. The ads were shown to Spanish women aged 18–64 in Facebook News Feed as well as in Instagram feed, Instagram Stories and Audience Network.
Over the 14-day campaign, Etam and Elogia Media S.L. used Facebook Insights to monitor campaign performance and optimise the campaign.
Success on social:
The 14-day campaign lead Etam to achieve high levels of engagement and brought in new customers at a significantly lower cost per acquisition than in previous campaigns. The campaign achieved a44% lower cost per acquisition, compared to previous campaigns as well as 5.2X return on ad spend and 2.7% click-through rate.
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Facebook launched its new in-app camera with a video and carousel ad campaign. This inspired people to try it, as a result, there was 8.8% lift in daily camera captures.
Closer together-
Founded in 2004, Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family. They also discover what’s going on in the world and share what matters to them.
Increasing product awareness
Facebook wanted to inspire people to try its new in-app camera with a campaign that championed its latest features.
Snapping up moments
Facebook's new in-app camera brought with it a new suite of tools including masks, frames, stories and direct sharing. The camera offered a more fun way of sharing and connecting on the Facebook platform. To champion this major product improvement, Facebook created a film campaign around the call to action: “Let your camera do the talking.”
A 60-second manifesto film went to various publication partners as a press asset. Next, Facebook repurposed the footage into 11 shorter-form video snippets and used them to build a wide range of creative assets. Some were simple moments of human connection through the camera, like a video of a blown kiss with a “Miss you” camera overlay sent from a girlfriend to her faraway boyfriend. Some became harder-working educational assets, like a video carousel with units that communicated all the ways people can share through the new camera—on News Feed, Stories and most importantly directly between people.
Facebook ran all the ads in mobile News Feed, with a call to action in the post copy to “swipe right,” which opened the camera. Of all the people who viewed the ads, a statistically high number swiped to enter the app, and then went on to try it.
Picture-perfect results
The results of this campaign were based on reporting data from Facebook Ads Manager. It also showed an 8.8%lift in daily camera captures and reached over 147 million people!
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Find out how this popular UK online fashion store Never Fully Dressed reached new international audiences and proved that they could translate into conversions when it used broad audience targeting with Facebook dynamic ads and video ads, increasing sales by 3.4X.
What’s the story?
Lucy, founder of Never Fully Dressed started the brand in 2009, selling her clothes at London’s trendy Portobello and Spitalfields markets. Today, it has grown to become the one-stop online shop for sophisticated wardrobe staples in fresh prints and on-trend palettes. The brand’s recent partnership with TV’sMade In Chelsea has catapulted the brand even further into the public eye.
Aiming for international growth, Never Fully Dressed wanted to increase online sales and win new customers outside of the UK.
Brandog Digital stepped in to help Never Fully Dressed come up with a powerful campaign strategy for reaching customers around the world. Never Fully Dressed had previously tested ads in single countries, but now wanted to explore new ways to reach its goals, so Brandog Digital proposed grouping audiences across multiple countries instead.
Never Fully Dressed used broad audience targeting for prospecting, as well as lookalike audiences based on its top customers. It focused on Europe (excluding the UK), North America, Australia, UAE, Hong Kong, Singapore, South Africa and Mexico for this campaign.
People were shown dynamic ads featuring relevant products in carousel format and further video ads across Facebook News Feed, Instagram feed, Instagram Stories and Audience Network. The best-performing ad creative in UK campaigns were surprisingly also the strongest for international audiences—suggesting that in this brand’s case, visual trends translated globally, rather than being localised to a single country.
Never Fully Dressed Results
During the 3-month March–June 2019 campaign, Never Fully Dressed introduced its products to a worldwide audience and drove strong sales as a result:
- 2.5X more people reached, compared to previous campaigns
Enjoyed this? Why not read howStandard Bank South Africafound success withsocial media. Read the full case study here.
How Washmen achieved Social Success. The UAE’s leading app-based laundry service ran a Facebook mobile app ad campaign to increase installs and video ads to increase brand awareness, in just 7 months they achieved a 3X increase in weekly signups.
Clean and Simple:
Washmen a laundry app business in the UAE and one of the region’s fastest-growing tech companies, with more than 40% growth month-over-month. The eccentric brand’s mission is to make laundry easy by offering a seamless service.
Fluff and Fold:
They wanted to expand by encouraging people who signed up to go on to make purchases within the app.
One Load at A Time:
Washmen first launched a campaign to increase the number of people who signed up to use the app and purchased through it—and a video ad campaign focused on getting the maximum number of views to drive brand awareness.
Washmen created a series of 6- to 7-second video ads, which were shot on low-end cameras to achieve a natural look and feel. The ads used thumbnails showing UAE roads to make them resonate with people living in the region, it had the tagline “All Your Weekly Laundry For The Price of a Drink”—along with an emoji to make the ads feel more personal and relatable in News Feed.
To make the most efficient use of the campaign budget, the team used automatic placements to run the ads across Facebook, Instagram and the wider Audience Network, prioritising Facebook News Feed and in-stream video, as well as ads in Instagram Stories.
The business created Custom Audiences of its existing customers to reach its target audience- The UAE. These helped Washmen reach new customers based on traits shared with its most active existing customers.
They monitored the ads through Audience Insights to learn which ads produced the highest return on ad spend and find out where the campaign could be improved. When the ads reached 10,000 impressions, Washmen either pulled the ads or heavily promoted them, based on their performance. After 3 months of testing, Washmen had an accurate picture of which ads were working best with the target audience.
Wash, Dry, Fold, Repeat:
Washmen increased app installs, found new high-value customers and successfully boosted online sales. Running for 7 months from November 2017–May 2018, the campaign achieved a3X increase in weekly signups as well as a 2X Increase in sales and a 3.5X increase in the number of monthly signups using the app for the first time.
Want to achieve social success like Washmen?Read these blogs to find out how! Check out their website.
Find out howan accommodation platform for students doubled customer enquiries when it used Facebook dynamic ads for real estate and carefully segmented Custom Audiences to reach relevant people at the right time in their customer journey.
There’s no place like home
When Niels van Deuren was studying in Singapore for an exchange semester, he struggled to find short-term housing and sublet his apartment at home. This experience inspired him to create HousingAnywhere, which allows students to safely and easily advertise, find and book short-term lets. The platform has grown quickly since its launch in 2010 and today, HousingAnywhere partners with over 180 universities and lists accommodation in over 400 cities worldwide.
With sights set on growth, HousingAnywhere wanted to find new customers and increase bookings and revenues without significantly increasing ad spend.
How did they achieve social success?
HousingAnywhere asked agency Sell Through Digital to help bring in the best possible results in a cost-effective way. They started by creating audiences for retargeting based on different stages of the customer journey by using specific conversion events, such as: viewing a property page but not viewing a room page; viewing a room page but not contacting the landlord, and contacting the landlord but not completing an enquiry. They then created city-specific Custom Audiences in Vienna, Berlin, Brussels and Amsterdam.
They then tailored different ad creative to each audience’s location and purchase stage to make sure that they were seeing the most relevant ads to them. Facebook’s dynamic ads for real estate were identified as the best ad type for this campaign because they allow advertisers to automatically generate photo and carousel format ads showing real-time availability of relevant listings, based on what people had already searched and viewed.
HousingAnywhere also looked for potential customers by targeting ads to people aged 18–25 in selected countries and also used international and multi-country lookalike audiences to find people similar to its existing customers. These ads typically used a “Learn More” call to action, while the retargeted ads used “Book Now” to create a sense of urgency. The ads were seen across multiple platforms including; Facebook, Instagram and Stories.
Did they achieve social success?
Between August 2018–May 2019, HousingAnywhere’s carefully targeted campaigns delivered over 1,000 enquiries per month and more than doubled customer enquiries—without increasing its ad spend. Amazing results!
Enjoyed this or want the same social success for your business? Why not read more about social success storieshere. Read the full case study here.
People spent 2.9X more times on the Nestlé website compared to other campaigns when the food and beverage giant created a bot for Messenger that kept its brands at the top of people’s minds during Ramadan.
Raising brand engagement at Ramadan.
Founded in Switzerland in 1866, Nestlé has grown to include more than 2,000 well-known brands, it’s Middle Eastern portfolio includes household names like Maggi, KitKat, Nespresso and Nestlé Dolce Gusto.With the knowledge that food and beverage are at the top of people’s minds during Ramadan, Nestlé wanted to raise awareness of its brands during the holy month, whilst at the same time gaining insight about the people it was reaching. Nestlé created a bot for Messenger to help people with their needs during the busy Ramadan period. Suggesting helpful products and providing useful information, the bot could keep Nestlé and its brands in people’s daily conversations and drive them towards choosing Nestlé products out of convenience.
Feeding Awareness
Given that conversation about food increase by 25% during Ramadan, this helped Nestle drive consumers towards their brands with daily food notifications. As Nestlé’s portfolio includes brands across all consumer product groups, the bot could easily suggest relevant ideas and products. If the bot was asked about what to prepare for Iftar (the evening meal), Suhoor (the morning meal) or snacks, it could direct people to its various brands like Maggi or KitKat. As Nestlé knew that online sales increase by 35% during Ramadan, the bot was also well-equipped to make gift suggestions from Nespresso and Nestlé Dolce Gusto. People could also share a basic customised greeting card with their friends on Messenger by using the bot, increasing engagement with both brand and bot.
Insight
83% of people in the region celebrate Ramadan, the campaign would have widespread reach across gender, age and nationality. Developed in the UAE, the campaign also ran in Saudi Arabia, Kuwait, Bahrain, Qatar and Oman. The bot communicated in English or Arabic based on a person’s location. There were five categories for people to ask questions within: food ideas, general information about Ramadan, health and wellness, entertainment and gift ideas.The bot for Messenger helped drive awareness of its brands during Ramadan by offering suggestions. Running from May 15–June 5, 2019, the campaign achieved2.9X increase in time spent on the Nestlé website compared to traffic from usual Facebook campaigns. Not only did 35% of people interact with the bot during more than one session but also 30% of people who interacted with the bot subscribed to the recipe section.The bot for Messenger also captured basic first-party data, which allowed Nestle to better reach its consumers in future campaigns.Enjoyed this? Want to know more about how you can succeed on social? Read more on our
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With the help of WhatsApp Business API Mukuru got faster customer service and lower costs Mukuru the international money transfer company saw a 7.5% increase in customer satisfaction by implementing WhatsAppBusiness API as a customer support channel. Helping 22% of existing customers in Africa send money to relatives back home via WhatsApp.
Seamless money transfers
Mukuru is a market-leading international money transfer company they focus on helping migrants in Africa send money to relatives or friends back home. Mukuru offers affordable additional financial services to clients who would otherwise not have access to formal financial services.
Simple, accessible service
Until recently, people using Mukuru had the option to complete money transfers over Mukuru’s mobile website, app, Contact Centre or via USSD messaging. Until now Mukuru had people complete money transfers over a mobile website, app, content centre or via USSD messaging. In a mission to extend its self- service transactions Makuru introduced a channel often used by its customers. WhatsApp. Faster financial services WhatsApp is one of the most popular communication channels in Africa and the number one messaging app in the world. Makuru provides services to millions of users in over 20 countries in Africa and Asia as well as the UK and the EU, making WhatsApp the obvious choice in order to provide better and more efficient customer communication. Mukuru created a virtual assistant for WhatsApp to help customers manage their money transfers faster so as not to solely rely on live agents. WhatsApp menu options are still also available for customers to chat directly with an agent when necessary.Before sending any notifications over WhatsApp, Mukuru collected opt-in permission by:
- directing customers to Mukuru’s Facebook page or website, where they could opt in to communicate via WhatsApp
- placing the WhatsApp number on all above-the-line communication to create awareness about the new channel
- having new customers select WhatsApp when choosing their communication preferences during signup
- allowing customers to opt-in when they call the Contact Center
To use Mukuru’s new WhatsApp channel, customers send a WhatsApp message to the same phone number they entered during the signup process. Once the virtual assistant responds, customers receive a list of options from which they can choose what to do next, including automated account creation, balance checks, and money transfer oversight processes.Mukurus priority was to ensure its quick and easy to use for its customers they received full support from Infobip during the onboarding process and throughout the technical implementation. Infobip also helped Mukuru build the login and register templates that it now uses to communicate with customers via WhatsApp.The results Introducing WhatsApp helps Mukuru provide assistance at every step of the customer journey by automating account creation, balance checks and money transfer oversight processes. As a result, the company measured the following between October–December 2018:
- 22% of existing customers opted in to use WhatsApp instead of USSD
- 7.5% increase in customer satisfaction score
- 5% decrease in SMS messaging costs
- 15% lower USSD messaging cost per month (approximately)
- 7.6X increase in customer feedback via “rate our service” feature after offering WhatsApp as a service channel (from October 2018 to December 2018)
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