How Naturapack uses WhatsApp to make the EU’s new packaging regulation easy to understand – and act on
Key points of the project
- Industry: Sustainable Packaging Solutions
- Use case type: Real-world implementation
- Channel: WhatsApp
- Primary goal: Turn a static compliance checklist into an interactive, lead-generating consultation tool
The challenge
In 2026, the EU’s new PPWR (Packaging and Packaging Waste Regulation) will come into force – bringing sweeping changes for companies across industries. Many businesses still feel uncertain about what exactly they need to do to comply. Naturapack, a provider of sustainable packaging solutions, saw an opportunity to both educate the market and position itself as a trusted expert. The challenge: go beyond passive information delivery and actively engage decision-makers in a meaningful compliance conversation.
Just try it yourself (german content!):
“Through the interactive WhatsApp version of our checklist, we move straight to the communication level – not just the information level. We get fantastic feedback on our innovative approach and can perfectly position our brand.”
Oliver Tom Schliemann, CMO
The result
The project led to a measurable increase in qualified leads compared to the traditional landing page approach. Instead of passive PDF downloads, participants experienced direct and personal conversations that created more value. Feedback was highly positive, with users describing the tool as “clear, practical, and refreshingly interactive.” At the same time, Naturapack strengthened its brand positioning as an innovator in both sustainability and customer communication.
What you can learn from this
Turning static resources into interactive messaging flows leads to deeper engagement and better-qualified leads. WhatsApp lowers the barrier to starting a compliance or consulting conversation, making it easier for prospects to take part. By integrating the process directly into the CRM, businesses can ensure instant follow-up and significantly faster sales cycles.
