Segmented communication that celebrates Rio's suburban culture

Fowler uses targeted campaigns to engage customers from Rio's suburban culture, avoiding generic messages.

Fashion & accessories Mass campaigns Segmentation WPP Marketing Suburban culture Engajamento

Summary: Improved campaign organization, reduced manual work, keeping the customer informed, and creating a repurchase cadence aligned with the audience profile.

A feature connected to the customer's real workflow.

Fowler is a Brazilian brand focused on Rio de Janeiro's suburban culture, selling T-shirts, caps and shorts to young people interested in casual fashion and local culture, with online sales throughout Brazil. Maintain relevant contact with different audiences, avoiding generic communication and strengthening the bond with new, active and inactive customers.

Use mass campaigns with tag-based segmentation to separate audiences such as new customers, at-risk, inactive, recent buyers, and top customers, ensuring targeted and relevant messages.

01 Avoid generic communication and spam

02 Detailed targeting by tags

03 Efficient campaign organization

04 Customer-reported maintenance

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.

Engage a diverse audience that values local culture without overwhelming customers with generic or irrelevant messages. Implement segmented mass campaigns via WPP Marketing, using tags to organize audiences and send specific messages based on profile and purchase behavior.

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.

Labels segment audiences according to behavior and profile Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Mass campaigns are sent to specific 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.

Messages are tailored for new, at-risk, inactive, and top customers This step keeps service, sales, campaign or support connected to the conversation history.

Use of platform integrated with Wix to streamline operations This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

Segmentação é fundamental para evitar desgaste da marca

Relevant communication strengthens the customer relationship

Automation can be scaled to optimize processes

Knowing the audience culturally enriches campaigns

Expand the use of automations to strengthen relationships by integrating cart, order, and repurchase messages to increase operational efficiency.

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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