WhatsApp is the most commonly used messaging platform in Hong Kong, its WhatsApp Business API (Platform) allows sending broadcast messages to the target audience without being blocked by Meta, together with the high click-through rate of 98% (comparatively SMS and email only have around 20%), makes WhatsApp Business API (Platform) being widely used by merchants.
Chained supermarket Wellcome, outdoor fashion brand Timberland, and fashion and jewellery brand TSL are using WhatsApp to broadcast their branded messages and Lunar New Year offers respectively, to reach their target audience easily and increase their click-through rate and conversion rate.
Wellcome generated online and offline sales through WhatsApp
Wellcome effectively utilised WhatsApp Broadcast, incorporating images and emojis, to promote their physical stores and E-shop offers, resulting in an impressive 5% click-through rate. By strategically implementing Call-to-Action (CTA) buttons and UTM links to track effectiveness, Wellcome not only enhances conversion rates but also be able to continually improve its marketing campaigns. Additionally, Wellcome leveraged WhatsApp Broadcast to provide discount codes for app downloads, successfully encouraging more users to download their app.
By delivering Lunar New Year WhatsApp stickers by broadcast, Wellcome improves its brand image and increases interactions with its customers without spending extra advertising costs. Customers can download the Lunar New Year WhatsApp stickers by simply clicking on the link and they can also share the stickers with their family and friends.
Timberland distributed Lai See via WhatsApp, achieving a 32% redemption rate
Giving out Lai See is a Lunar New Year tradition. Timberland, in adherence to this tradition, distributed $88 Lai See offers to specific customer segments through WhatsApp broadcast. These electronic Lai See coupons, powered by Omnichat, can be redeemed at physical stores, driving online traffic to offline stores and also achieving an impressive 32% redemption rate.
TSL Jewellery promoted E-shop offers via WhatsApp
Many people purchase gold products as symbols of good fortune and protection against misfortune during the Lunar New Year. TSL Jewellery sent WhatsApp broadcasting messages for the promotion of lucky jewellery and discounted items, driving online conversions! With the support of Omnichat’s customer segmentation capabilities, TSL Jewellery can precisely target its desired audience, achieving the highest return on investment with minimal costs.
Comparison: SMS messages vs WhatsApp API
| SMS | WhatsApp API | |
| Business certification | ✘ | ✔ |
| Ways of communication | One-way communication | Two-way communication |
| Multimedia files | ✘ (Need to use a more expensive MMS) | ✔ |
| Effectiveness tracking (open rate, CTR) | ✘ automatic tracking | ✔ automatic tracking |
| Security | ✘ end-to-end encryption | ✔ end-to-end encryption |
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