Objective : The company wanted to launch its Persil business to motivate customers to get to know the company, increase interaction between the company and customers, and create loyal brand fans.
Campaign : The campaign asked customers to send 15-second videos of their best laundry deals via WhatsApp. The best dataset of these ideas were then awarded and given Persil hampers. The idea was to make customers feel part of the brand.
Results : The creative and collaborative behavior of the WhatsApp industry contributes to a significant increase in brand awareness.
ADAC Marketing Campaign “Don’t Call Mom”
Last but not least, we have an example of a WhatsApp campaign from ADAC, a German automobile club that offers roadside assistance to its members. As the largest automobile club in Europe, the brand has a large customer base of 20 million. However, ADAC found that they have a problem attracting younger customers who often drive their parents’ car instead of their own.
Objective :
What was the concern of ADAC, a company that has been around for almost 120 years and has more than 20 million members? The largest automobile club in Europe realized that its target audience was changing. How could it remain relevant to a target market that might not own a car in the near future and currently does not own one? So the goal was to reach this younger audience.
Campaign : The group introduced their first ever digital campaign, “Don’t call your mother – call ADAC,” which was witty and straightforward. They introduced a dedicated WhatsApp hotline, which was run by a group of community administrators in the summer of 2017.
How they did it : They created digital marketing for holiday marketing a safe space on the platform where young people could ask any questions — big or small — that they weren’t able to ask their parents. This creative strategy targeted a specific problem: the reluctance to ask parents for help, especially in cases of car trouble or embarrassing circumstances.
Stuff happens, and sometimes all you need is guidance. Experts and influencers from ADAC fearlessly took on the role of reassuring “mothers” and manned the hotline for 14 hours every day.
Results : Let the numbers speak for themselves:
- ADAC and the aruba business database community exchanged more than 140,000 messages.
- 20 million impressions generated
- They also received the honorary Bronze Lion award at the Cannes Film Festival