Mercedes-Benz Turkey integrated WhatsApp Business Platform into its marketing channels to help promote its commercial line of vans, accelerate lead generation, and create faster customer engagements to increase vehicle sales.
increase in customers moving toward purchases through hybrid campaign with WhatsApp*
boost in sales tracked back to the hybrid campaign*
lower cost per qualified lead in the hybrid campaign
more consumers reached with the same investment in the hybrid strategy
Steering for success
For over 120 years, Mercedes-Benz has kept customers on the road with high-quality commercial vehicles. Today, the company’s drive to keep innovating compels its investment in the people and technology to make it a top commercial vehicle manufacturer in addition to its reputation as a leader in after-sales and certified vehicle sales. In Turkey, Mercedes-Benz is known for its Sprinter, Vito, and V-Class vans.
Driving more qualified leads
Mercedes-Benz Turkey needed to engage with commercial van customers who are ready to move quickly in making purchases, but its existing infrastructure for following up on leads caused significant delays. Finding a fast, effective communications channel to help generate leads and get them on the road as new van-owners became essential.
Merging communication channels
As a household automotive brand, Mercedes-Benz Turkey offers a range of vehicle types. By the time a customer in Turkey reaches out to inquire about a commercial van, they’re usually ready to purchase. Moving that customer from an interested party to a new owner of a Sprinter, Vito, or V-Class van required Mercedes-Benz Turkey to consider the fastest ways of attracting leads and getting them to take the keys.
The company used digital campaigns in their social media properties to entice customers behind the wheel, but the existing infrastructure for lead development involved filling out online forms and waiting for call center agents to follow-up. The whole process could take up to two days, too long for customers ready to hit the road on the same day. To help improve time to qualify leads and conversion rates, the company needed an accelerated way to communicate with customers.
Mercedes-Benz Turkey chose WhatsApp Business Platform because it is already one of the most widely used communications channels across Turkey. Through WhatsApp, customers can engage directly and instantly to get the latest details about buying commercial vans.
The platform offers the desired flexibility to develop hybrid workflows involving multiple channels, intelligent bots, and real-life agents, so with partner ZZG Tech they created customized workflows to capture data around three distinct campaigns over one month. The Business as Usual (BAU) campaign, the company’s current approach to lead generation; the Click to WhatsApp (CTWA) campaign that relied on direct WhatsApp engagements; and the combined BAU + CTWA campaign assessing how both approaches work in tandem. Mercedes Turkey’s media agency, OMD Turkey was also a crucial partner in capturing measurement activations.
Through the highly adaptable WhatsApp integrations with the Conversions API (CAPI)—designed to securely bridge marketing data—the company established clear, reliable connections between marketing events and campaigns with customer actions. By leveraging WhatsApp Business Platform to support its campaigns, Mercedes-Benz realized the combined campaign was the most successful, with 63 percent of customers taking the next steps toward a purchase. The combined campaign with WhatsApp also yielded over 300 new leads and more than 100 qualified leads.
Virtual assistant list message options to select a vehicle model for more information
The virtual assistant offers Information on specific pricing and payment terms about the Vito
“Integrating WhatsApp Business Platform into our traditional marketing and sales channels lets us meet customers’ needs for fast, direct communication,” says Nergis Sevinc, Digital Marketing Coordinator.
Through the combined campaign, Mercedes-Benz tested six ads oriented around distinct customer appeals, such as vehicle capabilities and overall customer journey. Between its dynamic messaging, ease of use for customers, and powerful automation, the BAU+CTWA approach cultivated 93 percent more incremental conversions compared to the company’s traditional business as usual model and created the greatest overall campaign awareness in customers. Adopting the hybrid model with WhatsApp Business Platform also provided the lowest cost of conversion.
With the customized workflows, Mercedes-Benz can use the integrations with WhatsApp to refine its targeting and tailor its outreach to specific audiences, while maintaining faster conversions. In one month, the CTWA campaign contributed to the sales of five Vito vans, and Mercedes-Benz is increasing its focus on the Sprinter vans to better align with its current sales goals. ZZG Tech partnered to enable the customization through the WhatsApp Business Platform which allowed Mercedes-Benz to become the first automotive client in the region to optimize their WhatsApp lead generation spend to improve ROI, by tracking and optimizing for dealer outcomes using the Conversion API.
Based on its success in getting more vans on the roadway, Mercedes-Benz Turkey wants to expand the use of WhatsApp Business Platform to support more channels across more dealerships. The company is already exploring the reply buttons feature on WhatsApp to effectively direct customer questions about prospective vehicles. As Mercedes-Benz Turkey accelerates its use of WhatsApp Business Platform, the road to more lead generation and better customer relationships remains open.
“With WhatsApp Business Platform, we've enabled more impactful support, improved responsiveness, and gotten more people behind the wheel of our elite commercial vans,” says Serhat Yaka, Communications Team Manager.
More leads, higher conversions
By adding a combined customer engagement channel through WhatsApp Business Platform, Mercedes-Benz Turkey more than doubled its lead conversions in one month, while increasing its number of new leads.
- 63% increase in customers moving toward purchases through hybrid campaign with WhatsApp*
- 93% boost in sales tracked back to the hybrid campaign*
- 78% lower cost per qualified lead in the hybrid campaign
- 44% more consumers reached with the same investment in the hybrid strategy
- 2.7x more qualified leads with the hybrid campaigns
- 5 vehicles sold through leads generated during a one-month WhatsApp campaign*
- 300+ new leads and 100+ incremental leads qualified in one month
“Integrating WhatsApp Business Platform into our traditional marketing and sales channels let us meet customers’ needs for fast, direct communication.”
“With WhatsApp Business Platform, we’ve enabled more impactful support, improved responsiveness, and gotten more people behind the wheel of our commercial vans.”