Mass segmentation and campaigns for gourmet engagement
Fabián Gesto Chocolates uses segmentation and mass campaigns to communicate with specific audiences, emphasizing the artisanal experience.
Summary: Reducing manual work in campaign management, increasing the relevance of sent messages, keeping customers informed about news and offers, and creating an efficient cadence for repurchase.
A feature connected to the client's real routine.
Fabián Gesto Chocolates is a Uruguayan brand that produces handcrafted hand-painted chocolates, focused on offering high-quality chocolates and memorable sensory experiences. Its audience includes gourmet chocolate consumers, people seeking special gifts, and companies interested in personalized corporate gifts. Maintaining personalized and relevant communication with different customer segments to strengthen the relationship, encourage repurchase, and value the brand's artisanal experience.
Use of mass campaigns with segmentation by tags to send specific messages to different audiences, such as new customers, at-risk customers, inactive customers, recent buyers, and top customers, avoiding spam and generic communication.
The project transforms conversation into an operational process.
The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.
Ensure that digital communication matches the sophistication and exclusivity of artisanal products, avoiding generic messages that could harm the customer experience and brand image. Implementation of mass campaigns with segmentation via WPP Marketing, using tags to organize audiences and send targeted messages according to the profile and stage of the customer.
WPP Marketing resources used.
This readout comes from the settings available in WPP Marketing and is publicly displayed, without real sales numbers, messages, or revenue.
Mass messages: there are signs of campaigns or messages configured for active communication.
Segmentation: uses labels to separate audiences and campaigns
Recent use: Mass messages: occasional use
How it works for the customer.
The flow shows how campaigns can be sent to specific audiences, reducing generic communication and avoiding spam experiences.
Next steps in the setup.
Segmentation increases communication relevance
targeted campaigns strengthen brand experience
avoiding generic messages improves engagement
integration with e-commerce facilitates automation
Expand the use of automations for abandoned cart and repurchase messages, as well as integrating reviews and support to enrich the customer experience and strengthen loyalty.
Want to implement WPP Marketing on your company's WhatsApp?
WPP Marketing structures automations, campaigns, atendimento, recuperação, recompras, pós-venda, and integrations for the brand's actual operation.