Segmentation and mass campaigns for gourmet engagement

Fabián Gesto Chocolates uses segmentation and mass campaigns to communicate with specific audiences, highlighting the artisanal experience.

Food & Beverage campanhas em massa segmentação comunicação personalizada WPP Marketing engagement

Summary: Reduced manual work managing campaigns, increased relevance of messages sent, keeping customers informed about news and offers, and creating an efficient cadence for repeat purchases.

A feature connected to the customer's real workflow.

Fabián Gesto Chocolates is a Uruguayan brand that produces hand-painted artisanal bonbons, focused on offering high-quality chocolates and memorable sensory experiences. Its audience includes gourmet chocolate consumers, people looking for special gifts, and companies interested in personalized corporate gifts. Maintain personalized and relevant communication with different customer segments to strengthen relationships, encourage repeat purchases, and highlight the brand’s handcrafted experience.

Use mass campaigns with tag-based segmentation to send targeted messages to distinct audiences—such as new customers, at-risk customers, inactive users, recent buyers, and top customers—avoiding spam and generic communication.

01 evita comunicação genérica e spam

02 mensagens personalizadas por segmento

03 mantém clientes informados

04 cria cadência de recompra

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.

Ensure digital communication matches the sophistication and exclusivity of handcrafted products, avoiding generic messages that could harm the customer experience and brand image. Implement mass campaigns with targeting via WPP Marketing, using tags to organize audiences and send messages tailored to customer profile and stage.

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.

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.

use of tags to segment 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.

messages targeted to new, inactive, and best customers This step keeps service, sales, campaign or support connected to the conversation history.

simplified management via integrated platform This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

segmentation increases the relevance of communication

targeted campaigns strengthen the brand experience

avoiding generic messages improves engagement

ecommerce integration makes automation easier

Expand the use of automations for abandoned cart and repurchase messages, and integrate reviews and support to enrich the customer experience and strengthen loyalty.

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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