The Solution: Combine social outreach with WhatsApp messaging

[sumaiyakhatun27]

When thinking of ways to convert leads, Mercedes Benz quickly realized that WhatsApp made sense.


It’s one of the most widely used communication tools in Turkey, with 41 million WhatsApp users in 2021, according to Statista.1


Mercedes-Benz Turkey’s digital campaigns via social media were capturing leads well, indonesia mobile database so WhatsApp didn’t want to scrap these ads. Instead, the company hypothesized that using WhatsApp with social campaigns would be the best solution.

Two people driving car in the sunset
To test this idea, Mercedes-Benz Turkey tracked the progress of three campaigns over the course of a month:

Business as Usual (BAU): The company's current, unchanged lead generation campaign without WhatsApp (social media ads followed by forms/waiting for agents to reach out)
Click to WhatsApp (CTWA): A new campaign featuring direct WhatsApp engagements (an ad with a call to action (CTA) to start a conversation via WhatsApp)
BAU + CTWA: Both campaigns working in tandem (the company’s current social media apps with a CTA for initiating a conversation in WhatsApp instead of filling out a form)
Mercedes-Benz Turkey integrated Meta’s Conversions API with the WhatsApp Business Platform so connections between marketing events and customer actions could be tracked securely.


With each of the three campaign methods, Mercedes-Benz Turkey tested six ad variations oriented around distinct customer appeals (like vehicle capabilities). It didn’t take long for Mercedes-Benz Turkey to realize that the combined campaign was most effective.