Campaign Summary

Isbank leveraged Click-to-WhatsApp ads to drive awareness and engagement of "Maxi," an AI-powered personal assistant created to answer customer inquiries.

Strategy

Objective:

Isbank wanted to create a way to answer customer questions in real time amid the pandemic. Using the Click-to-WhatsApp advertising model offered by Facebook, which directs individuals to WhatsApp when people click on ads, Isbank made it possible for users to easily ask financial questions to "Maxi," the brand's AI-based personal assistant service.

Ninety-six percent of internet users in Turkey use instant messaging, and WhatsApp is the leader in this category. With Maxi having already been integrated into WhatsApp, this presented Isbank with a golden opportunity.

By leveraging a Click-to-WhatsApp ad model, Isbank aimed to provide its users with a two-way experience that could replicate communications with a real customer-service representative. In addition, the company aimed to increase the number of unique users accessing its bank via WhatsApp, increase the number of dialogues on WhatsApp, and increase the number of unique users to 5,000 and the number of dialogues to 20,000.

Target Audience:

Isbank aimed to direct its users to Maxi to answer their financial questions using the Click-to-WhatsApp ads, which work on mobile devices and empower brands to finds the right target at the right time via machine learning. For this, the company's target audience was its digital users, which the brand would serve ads via Facebook and Instagram.

Creative Strategy:

Isbank identified the questions its customers asked Maxi the most and created different key visuals to address them. The subjects included loan installment amounts, credit card applications, password issues, and how to open an account. Thanks to the Click-to-WhatsApp technology the campaign creatives were served to the right users at the right time across Facebook and Instagram.

Context:

The campaign started on September 2020 and was still active as of November, 2021. The "Maxi - Click to WhatsApp" campaign had its own annual media plan and was constantly tracked and adapted according to performance.

Execution

Overall Campaign Execution:

The campaign was launched exclusively on Facebook and Instagram. Additionally, all of the campaign budget went to mobile placements and creative assets were designed for mobile. For this execution, first WhatsApp Business API was integrated into Maxi for Whatsapp. After that, Whatsapp Business was linked with Isbank's social accounts.

Mobile Execution:

Isbank integrated Maxi into WhatsApp and leveraged Click-to-WhatsApp ads that showcased the personal assistant to engage users on Facebook and Instagram. When users clicked on the ad, it directed them to interact with Maxi on WhatsApp, welcoming them with a personalized greeting.

Business Impact (including context, evaluation, and market impact)

Maxi leverages advanced artificial intelligence, deep learning, and natural language processing technology. By highlighting this feature, Isbank aimed to be more active across digital platforms and increase Maxi's engagement rate. Results included:

• By the end of 2020, Maxi reached up to 5.6 million Isbank mobile app users and processed over 33 million verbal and written dialogues.
• By leveraging Click-to-WhatsApp ads, Isbank was able to generate a total of 36,000 referrals.
• The average number of conversations on Whatsapp increased from 2,500 per users, before the campaign, to 6,500 unique users after.
• The number of Isbank app users increased by 2.5 times and the number of dialogues increased three times since the beginning of the campaign.
• The campaign generated 36 percent of the total dialogues registered on the Isbank's WhatsApp channel.