WhatsApp Chatbot
Ad Creatives
WATI is a Hong Kong-based WhatsApp Business API platform that initially focused on helping businesses manage customer support through WhatsApp.
Over time, WATI evolved into a broader customer engagement ecosystem, bringing together marketing, sales, and support. Businesses could now run personalised campaigns, capture and qualify leads using AI, automate conversations, and manage customer interactions across channels through a unified inbox.
As part of this evolution, WATI introduced “WATI for Marketing”, enabling businesses to acquire, engage, and convert leads at scale through WhatsApp and Meta integrations.
The challenge was to communicate this shift clearly and position WATI as more than a customer support platform.
In two months, FlipFunnel shaped the positioning and delivered a dedicated web page showcasing WATI’s marketing capabilities in five languages, supported by launch messaging across social, email, and paid channels.
The Challenge
Making WATI’s marketing value clear
The challenge was to make WATI’s broader marketing value clear to new customers, existing users, and customer-facing teams- while keeping the message consistent across five languages.
The Approach
FlipFunnel used a Jobs-to-Be-Done (JTBD) framework to structure the “WATI For Marketing” webpage around what businesses wanted to achieve, rather than how individual features worked.
The team mapped relevant product capabilities to specific marketing and sales use cases, creating a page that was easier to navigate, understand, and act on.
Connecting capabilities to the customer journey
The experience was organised around three key customer goals:
Across the journey, automation, analytics, and shared team tools were positioned as supporting capabilities, showing how different parts of WATI work together within a single experience.
Four transformation pillars
FlipFunnel translated the customer-journey framework into four clear benefits:
Positioning
The central idea became "conversion-first messaging": WATI turns WhatsApp from a messaging channel into a marketing engine for acquisition, conversion, and retention.
The Solution
One positioning story, carried across launch
FlipFunnel translated the positioning into a dedicated marketing web page, adapted it across five languages, and extended it into assets for customer outreach and sales conversations.
1. Translating positioning into a live web experience
FlipFunnel developed the page’s narrative, copy, and content structure around acquisition, conversion, and retention. It worked with WATI’s product, marketing, design, and development teams to carry that positioning through to the live page, with modular content that could be reused across campaigns and sales materials.
2. Adapting the narrative across markets
The page copy was adapted into five languages from a shared messaging foundation, preserving the core positioning while making it accessible to regional audiences.
3. Equipping teams for a coordinated launch
FlipFunnel extended the positioning beyond the website, giving WATI’s teams a consistent message across customer campaigns and sales conversations.
Social: Publishing posts introducing WATI’s marketing capabilities, relevant customer use cases, and practical guidance on WhatsApp advertising and remarketing.
Email: Launch and activation announcements to introduce the capabilities and encourage adoption.
Sales and partners: A concise overview of WATI’s marketing value for customer-facing conversations.
Paid campaigns: Copy and collateral for marketing and remarketing campaigns.
SEO: A three-month keyword and content plan, developed with WATI’s SEO team to support post-launch discovery.
A live page in five languages
A dedicated web page connecting WATI’s capabilities to acquisition, conversion, and retention.
Consistent messaging across channels
A launch toolkit spanning social, email, paid campaigns, sales and partner materials, and post-launch SEO planning.
An embedded partnership
FlipFunnel worked alongside WATI’s teams from positioning through launch, connecting strategy, content, design, and implementation so the core message remained consistent across handoffs.
