Challenge
nucao, a retail-first chocolate brand in the competitive FMCG market, was looking for a way to efficiently generate new leads while also building long-term loyalty among existing customers. WhatsApp was chosen as the direct channel to play to its strengths.
Solution
Lead generation through a giveaway
Through Meta ads, participants were directed into nucao’s WhatsApp chat. There, they were given the chance to be selected as product testers. The chosen testers were raffled, while all other participants received access to exclusive pre-sales and discounts as a consolation prize.
Results:
- €0.37 per lead
- 700 leads collected
Sending targeted campaigns to leads and existing customers
In one campaign, nucao promoted new products while also highlighting older products on sale.
Recipients could select individual discount codes based on their order value. This allowed nucao to further segment customers by price sensitivity for future campaigns.
Results:
- Open rate: 61%
- Click rate: 8.4%
- Campaign ROAS: 2.84
Learnings
Not all campaigns run smoothly – and that’s exactly where the value lies: nucao gathered insights on how to best use WhatsApp effectively.
For example: In the first campaign, newly collected leads who were not chosen as product testers received exclusive pre-sale access as a thank-you.
However, the video message initially focused on rejecting them as testers, and only afterwards mentioned the special offer. This framing contributed to a campaign ROAS of just 0.5.
Lesson learned: In the future, frame the message positively right away to achieve better resonance. At the same time, patience proved essential: in subsequent campaigns, the number of conversions within the target group increased significantly.
Results after 5 months
In just five months of collaboration since December, nucao achieved a Return on WhatsApp Spend of 4.65 – across all campaigns and flows.
An impressive performance for a chocolate brand competing in such a crowded market.