How Activia scaled click-to-WhatsApp conversations on Meta with WPP Media and ADIN.AI, by fixing the audience, not the creative.
The broader audience test paid off within the first week.
Spend moved into the winning setup once the numbers were in.
Efficiency compounded month over month as conversations kept growing.
Activia was running click-to-WhatsApp campaigns on Meta with WPP Media. The campaign had hit a ceiling: the addressable audience was too small to grow conversation volume, frequency kept climbing, and cost per acquisition drifted above its benchmark.
ADIN.AI traced the rise to audience size, not creative or bidding, and turned that read into one recommendation: test a broader Advantage+ audience in parallel and let the results decide. WPP Media put it in market within days. Danone made the call to consolidate once the numbers were in.
Found the real driver. Rising frequency and shrinking conversation headroom, not the creative, were pushing cost per acquisition up.
Tested without risk. A parallel Advantage+ audience campaign with broad targeting, ages 18 to 44 and all genders, validated the expansion without disrupting the live campaign.
Scaled what won. Spend was consolidated into the winning setup once results were clear, compounding efficiency month over month.
Kept the lesson. The result is now part of Activia's Brand Memory, so the next campaign starts from here, not from zero.
“At Danone, data and technology play a key role in driving smarter media decisions. ADIN.AI helped identify an opportunity to expand our Meta audience strategy, enabling Activia to scale WhatsApp conversations while significantly improving cost per acquisition. This case demonstrates how AI-driven insights can translate into measurable media efficiency and business impact.”Sinan ArslanHead of Digital Marketing & Media, Danone
“ADIN.AI helped us uncover a new opportunity to optimize our Meta campaigns. Following its recommendation, we implemented the suggested feature and saw a meaningful improvement in cost per acquisition, demonstrating the value of AI-driven optimization in our performance marketing efforts.”Ece KoruPerformance Marketing Director, WPP Media
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