Nikki Gilliland says, “With 1bn users worldwide, WhatsApp presents a massive opportunity for marketers, enabling instant customer service and highly targeted marketing.

Finding a balance between engaging and intrusive is not always easy, but since the platform updated its privacy policy last August, more businesses have been getting involved.

Here’s a look at a few examples.

Clarks

Shoe retailer Clarks was one of the first brands to use WhatsApp for marketing purposes.

In 2015, it rolled out an interactive storytelling campaign to promote its popular Desert Boot, using WhatsApp to connect customers with ‘key figures from subcultures of the past 65 years’.

The campaign involved live-chatting with three characters with links to the Desert Boot and its place in history, taking users on a journey back to 1960s Paris, the Mod era, and the Reggae generation of Jamaica”.

How brands are using WhatsApp for marketing

Econsultancy