MyWellness GmbH faced the same challenge as many e-commerce brands during Black Week: maximum noise, extreme competition – and rising advertising costs across all traditional channels.
The solution? A direct, personal channel with clear purchase intent: WhatsApp. Together with chatarmin, MyWellness launched a highly focused Black Week campaign that prioritized relevance, timing, and permission over sheer reach. The result: a revenue level that surprised even seasoned performance marketers.
The Challenge: Black Week Without Wasted Reach
Black Week is not a testing ground. For MyWellness, one thing was clear: every message had to matter, and every contact had to be intentionally activated. Instead of joining the discount battles via newsletters and paid ads, the team opted for an exclusive WhatsApp drop – sent only to subscribers with an active opt-in.
Goals:
- Monetize existing demand efficiently
- Secure high average order values
- Communicate Black Week offers clearly, personally, and with a strict time limit ## The Strategy: Clear Offer, Perfect Timing, WhatsApp as a Revenue Engine
The campaign was deliberately kept simple – and that simplicity was its biggest strength:
- Personal communication via WhatsApp
- A dedicated Black Week discount code
- Strong scarcity (valid for two days only)
- A frictionless, mobile-optimized shopping journey ## The Results: 61.9x Return on WhatsApp
The numbers speak for themselves:
