Segmentation and mass campaigns for qualified engagement

Spectra Cosméticos uses segmentation and mass campaigns to communicate hair treatments with quality and innovation.

Beauty & cosmetics Mass campaigns Segmentation Personalized communication E-commerce WPP Marketing

Summary: Helps keep customers informed, creates repurchase cadence, reduces manual work in campaign segmentation and organization, and preserves the quality of communication.

A feature connected to the customer's real workflow.

Spectra Cosméticos develops innovative haircare cosmetics focused on quality and results, selling via an e-commerce integrated with the Nuvemshop platform. Avoid generic communication and spam by sending targeted messages to segmented audiences such as new customers, at-risk customers, inactive customers, recent buyers, and top customers.

Use tags to segment your audience and trigger targeted mass campaigns, ensuring relevant messages for each group and promoting products such as progressive treatments, sealing, botox, hydration kits, nutrition, and reconstruction.

01 Avoid generic communication and spam

02 Keeps customers informed

03 Cria cadência de recompra

04 Reduces manual work in segmentation

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 customers engaged and informed about hair treatments without overwhelming them with generic messages, optimizing communication effort and increasing campaign relevance. Implement segmented mass campaigns via WPP Marketing, using tags to separate audiences and trigger specific messages, avoiding generic communication and improving campaign effectiveness.

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

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.

Segmentacao do publico para campanhas direcionadas Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Audience segmentation via tags 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.

Specific messages for different groups This step keeps service, sales, campaign or support connected to the conversation history.

E-commerce integration for up-to-date data This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

Segmentação melhora a relevância da comunicação

Campanhas em massa podem ser personalizadas

Integration with e‑commerce simplifies audience management

Avoiding spam increases engagement and satisfaction

Expand usage of automations to include cart and repurchase messages, and integrate reviews and support to strengthen customer relationships.

Want to apply WPP Marketing to your company's WhatsApp?

WPP Marketing structures automations, campaigns, customer service, recovery, repurchase, post-sale and integrations for the brand's real-world operations.

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