Moema Vianna
Product Marketing Manager
About the client
How Nissan Achieved 56% Lower CPL with 360Pilot During Ramadan
Auto brand cuts lead costs and doubles volume by shifting to a fully measurable WhatsApp campaign during a high-competition season.
The Challenge
Standing Out and Converting During Ramadan
Arabian Automobiles Company (AAC), the exclusive distributor of Nissan in Dubai and Northern Emirates, wanted to generate qualified test drive leads during the ultra-competitive Ramadan season. With attention fragmented across dozens of seasonal campaigns, the team needed to break through the noise without exceeding cost-per-lead benchmarks.
Their traditional approach—relying heavily on click-to-website Meta ads—struggled with conversion quality and lacked visibility into the full lead journey. They needed a new strategy that could guarantee valid contacts, track conversion outcomes, and optimize spend based on real performance data.
The Solution
Performance-Driven Strategy with 360Pilot
In March 2025, AAC partnered with OMG and 360Dialog to power a more data-driven, cost-efficient lead generation strategy using WhatsApp and 360Pilot.
Full WhatsApp Integration with Meta Ads:
Used Click-to-WhatsApp Lead Generation objective with Started Conversation as optimization goal,
Streamlined the journey from ad to lead capture—removing landing pages and reducing drop-off
Targeted both interest-based and lookalike audiences for high intent.
Creative & Language Optimization with 360Pilot Insights:
Launched product-specific creatives featuring Nissan models
Split campaigns by language (English and Arabic) to personalize experience
Weekly performance analysis with 360Pilot guided creative adjustments.
Full-Funnel Tracking and Drop-Off Visibility:
Monitored every step from impression → click → WhatsApp chat → form submission,
Identified drop-off points in real time and improved flows accordingly
Tested multiple first-message formats to increase conversion from conversation to lead.
The results
56% Lower Cost per Lead and 2x Lead Volume
Within just weeks, AAC saw great improvements:
56% reduction in cost per lead compared to previous campaigns
2x lead volume delivered through WhatsApp during Ramadan
30% higher CTR and 38% better cost per converted lead than traditional click-to-website ads
2.9x higher click-to-lead submission rate on WhatsApp versus website journeys.
These results demonstrated the power of WhatsApp when paired with 360Pilot's analytics. AAC is now building long-term strategies that prioritize personalized conversations and measurable conversions.
Reengagement Phase
Driving Efficiency with Marketing Messages
"Leveraging ads that click to WhatsApp during Ramadan allowed us to craft a seamless customer experience that significantly enhanced our digital performance. Our eagerness to experiment with new technologies has been central to driving impactful results and fueling our growth."
Nizar Malaeb
Marketing Director, Arabian Automobiles
