💡 TL: DR
Amama Jewellery uses WhatsApp Broadcast service to promote their new launches over WhatsApp. The ROI of this exercise is 600%.
They use a spicy mix of aesthetically sound images, peppy copy, and fixed-time discounts to generate these numbers.
In this essay, we discuss their reasons for experimenting with WhatsApp as a channel. We also discuss their campaigns, creatives, and data from this activation.
Every now and then, we discover a customer story that scoops our brains, loads them into Falcon, and takes off.
Disclaimer: By we, I mean QuickReply. Customers use QuickReply to push WhatsApp messages for marketing and support conversations.
Today’s story is about Amama Jewels.
Rapidly rising ranks in the Indian DTC cohort, handcrafted jewelry by Amama is finding flavor in the upscale Indian woman. India’s growth story is the movement from unorganized to organized businesses. Jewelry is ripe for such disruption and Amama is trying to carve its own niche in the segment.
Amama turns to WhatsApp for Growth 🚀
Like most DTC companies, Amama relies on the Meta ecosystem to drive performance marketing.
Their creatives associate a modernist, chic taste with image aesthetics showcasing a well-heeled Indian woman wearing Amama products. These ads run synchronously across Facebook, Instagram, Facebook Display Network, and Messenger.
Having found the first wave of product-market fit riding on Meta’s ability to reach the target audience with sniper-like precision, Amama secured a $250,000 seed fund from She Capital in early 2023.
With this new-found war chest, Amama wanted to level up their GMV numbers to hit more growth milestones.
And that’s when they looked at WhatsApp as a medium.
The reasons why Amama wanted to experiment with WhatsApp business messaging
- Unmatched open rates: Open rates for WhatsApp messages are approx ~98%. 4-5X that of emails
- Rich media friendly: Couple high open rates with messages that contain stickers, emojis, audio, video, and images. Not just more eyeballs but eyeballs that stick.
- Initiate conversations: Just like Facebook Messenger, WhatsApp lets brands and customers “talk”. Customers have hundreds of questions in a high AOV category like jewelry before they swipe right. WhatsApp allowed Amama reps to talk to customers in their decision-making window.
With all the evidence pointing to growth gullies, Amama decided to get on the WhatsApp bandwagon. They teamed up with QuickReply, a DTC-focused WhatsApp messaging platform.
Amama’s WhatsApp playbook
Step 1: Replace email widgets with WhatsApp
The first step was to replace email collection widgets with WhatsApp widgets everywhere on the website.
Amama just did not want to deal with emails if they were to thoroughly understand the impact of WhatsApp on their sales cycle, conversion rates, and overall GMV uplift.
They decided to place these WhatsApp widgets on all website pages.
Here’s a visual representation on how this works👇
Step 2: Run WhatsApp “Broadcast” campaigns
WhatsApp Broadcast campaigns are a messaging service that allows DTC marketing teams to deliver mass messages to all phone numbers in a company database.
💡 QuickReply has the flexibility to run multiple messaging campaigns. For example, beyond “Broadcast” campaigns, QuickReply also lets you run “Abandoned Cart”, “Order Delivered”, “Order Shipped”, “Visited Product X page” and many others. You can also create these segments on the fly so that you can trigger contextual messages for your database.
In this story, Amama uses WhatsApp’s Broadcast service.
So, what’s their ROI on WhatsApp Broadcasts?
Here’s the dashboard:
If these numbers piqued your curiosity, here’s the creative behind the campaign
💡 Anatomy of the Amama creative that got them a 592% ROI
- Aesthetically gripping picture
- Moment marketing copy - So elegant, looking like a wow
- 10% discount
- Clear CTA to shop
Here’s a dashboard for another Amama campaign, this time netting them an 821% ROI
Look at that conversation rate - 36% 🤯
Need a peep at the creative? Your wish is my command.
💡 Anatomy of the WhatsApp campaign that led to an 821% ROI
- Clubbing IG stories as the central narrative. This way, they nudge buyers to check out their IG page with 241K followers.
- Offer diversity - 7 days, 7 offers
- FOMO - Offers only till the story lasts
- Nudge to speak with customer reps for any questions
- Clear CTA to shop
What could Amama do more of?
While Amama is smashing RoI from Broadcast campaigns out of the park, they are still not running abandoned cart campaigns on WhatsApp.
There is proven evidence of brands generating similar RoI when they remind folks of their abandoned carts. Look at Renee Cosmetics’ story - they delivered a 2X ROI on abandoned cart campaigns using QuickReply.
WhatsApp is the secret growth machinery nobody will tell you about. Who wants to out their secret sauce?
There’s good news, though - QuickReply will set up your WhatsApp machine from scratch. Our customers send 1M+ WhatsApp messages daily, so we know a thing or two.
Just set up a demo with us, and we will handhold you for the rest.