Segmented communication for Samsung cases customers with handcrafted style

Kimi Fundas uses segmentation and mass campaigns to engage customers of handcrafted Korean-designed mobile accessories.

Cell phones & accessories Mass campaigns Segmentation Segmented communication WPP Marketing Nuvemshop

Summary: Helps organize campaigns by segment, keeps customers informed with relevant messages, prevents generic communication and spam, and creates a more efficient repurchase cadence.

A feature connected to the customer's real workflow.

Kimi Fundas is an online store specializing in Samsung phone cases and accessories with handcrafted designs and a Korean, coquette, aesthetic style. Its target audience is Samsung phone users and people interested in accessories with a distinctive, artisanal look. Avoid generic or spammy communication, maintaining a cadence of relevant messages for different customer segments—such as new, inactive, and recent purchasers—to strengthen relationships and encourage repeat purchases.

The company uses the mass campaign feature with segmentation via WPP Marketing, organizing audiences with specific tags to send targeted messages based on customer profile and behavior.

01 Avoid generic communication and spam

02 Keep customers informed with relevant messages

03 Organize campaigns by segment

04 Create efficient repurchase cadence

The project turns conversation into an operational process.

The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.

Keep communication relevant and personalized for a niche audience, avoiding sending generic messages that could be perceived as spam and reduce engagement. Implement segmented mass campaigns via WPP Marketing, using tags to separate audiences and send specific messages to each group, such as new customers, at-risk customers, inactive customers, and recent buyers.

WPP Marketing resources used.

This reading comes from the configuration available in WPP Marketing and is displayed publicly, without real sales numbers, messages, or revenue.

Mass messages Customer segmentation

Bulk messages: there are signs of campaigns or sends configured for active communication.

Segmentation: use labels to separate audiences and campaigns

Recent use: Mass messages: one-time use

How it works for the customer.

The flow shows how campaigns can be sent to the right audiences, reducing generic communication and avoiding a spammy experience.

Audience segmentation for targeted campaigns Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Tag-based segmentation to separate audiences Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Sending targeted mass campaigns Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Occasional use to maintain engagement without overload This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

Segmentation is essential for effective communication in specific niches

Mass campaigns can be personalized to avoid spam

Integration with e-commerce platform simplifies campaign management

Expand the use of automations for abandoned cart and repurchase messages, and explore additional integrations to optimize post-sale support and follow-up.

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