Making Meta’s
biggest moments
even bigger

Reaching SMBs across fragmented markets can be tough. In places where buyer needs vary by state, language, and local context, a standard go-to-market model can only take you so far, especially across Tier 2 and 3 cities. Meta deserved a better approach.

We carried out market, channel, and buyer research across India and Vietnam to identify untapped opportunities and how to reach them effectively. Those insights shaped an affiliate-led go-to-market program that gave Meta a more scalable way to build local relevance and generate demand.

Businesses often approach Australia, the UK, and the US as if they all respond to cross-border marketing in the same way. But shifts in the economy and in consumer behaviour are making their differences harder to ignore.

To help bring that into focus, Meta partnered with BoltChatAI to research current market and consumer trends across all three markets. We turned those findings into a whitepaper outlining the most relevant cross-border opportunities, along with practical implications for brands looking to grow sales in each market.

While WhatsApp was already widely used across India and Indonesia, adoption of WhatsApp for Business was still relatively low. A lack of a clear, locally relevant story around its value made it hard for partner resellers and local sales teams to show businesses why it mattered.

Using product materials and market insights, we developed messaging shaped around local business needs and buyer context. We then created practical content that was clear, relevant, and easy to use, helping SMB leaders better understand how WhatsApp for Business could support customer communication and growth.

Meta’s Business Messaging Partner Summit APAC 2025 set the tone for the year ahead, equipping invited partners with the latest GTM strategy, program updates, and product roadmap insights.

Hosted over two days at Meta’s Singapore office, the event combined keynote presentations, hands-on tech clinics, interactive challenges, and curated networking experiences to drive deeper engagement and practical learning.

More than 170 partners attended, with 81% noting they were extremely likely to increase investment and 82% expressing strong confidence in Meta’s business model.

Meta Connect’s demo day marked the first hands-on showcase of the Gen 2 Meta Ray-Bans and Meta Oakleys for Metamates in Singapore. With under four weeks to deliver, we designed an immersive experience that showed how these wearables can be useful in everyday life.

Guests journeyed through three interactive zones: a smart grocery store, a high-energy Oakley performance station, and a juice bar featuring posters in foreign languages, which Meta Ray-Bans translated into English to enable guests to order their preferred drink.

The event saw more than 500 Metamates attending and, following its success, was extended with two additional sessions for VIP clients.