Case Studies / PAPER & TEA

How PAPER & TEA Achieved a 13.4x Return on WhatsApp Spend with a Single Campaign

13.4x

Return on WhatsApp Spend

€1.36

Revenue per Recipient

25.1%

Click Rate

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Written by Johannes Mansbart

CEO & Co-Founder, chatarmin.com

Last updated at: October 07, 2025

FMCG

Background

PAPER & TEA is a Berlin-based premium brand known for its high-quality teas, curated accessories, and thoughtful gift concepts.
The brand represents quality, mindfulness, and design — appealing to a community of conscious consumers who value personal experience over impulse buying.

With a strong seasonal sales cycle, particularly around its highly sought-after Advent Calendar, PAPER & TEA wanted to better leverage the early-bird phase to drive pre-orders and strengthen engagement with existing customers.

Challenge

The pre-holiday period is the most lucrative — and most competitive — time of the year for lifestyle and premium brands.
Email inboxes are overcrowded, ad costs rise sharply, and customer attention is at an all-time low.

PAPER & TEA needed a communication channel that was more direct, personal, and performance-oriented than traditional newsletters or social ads.
The goal: to launch an Advent Calendar early-bird campaign via WhatsApp that could generate measurable impact in a short timeframe.

Solution

Together with Chatarmin, the marketing team led by Sarah Böttger developed a WhatsApp Early-Bird Campaign built around exclusivity and timing.

The campaign design included:

  • An exclusive early announcement of the Advent Calendar sent to existing WhatsApp opt-ins.
  • A clear call-to-action for pre-ordering with limited access.
  • A combination of storytelling, product visuals, and a direct shop link.
  • A follow-up message to create urgency and maximize conversions.

The setup was simple, but strategically precise — launched only for a few days, perfectly aligned with the calendar release.

Results

The performance exceeded expectations:

PAPER & TEA launched die Early Bird Kampagne für ihren Adventskalender

  • 13.4x Return on WhatsApp Spend (ROWS)
  • €1.36 revenue per recipient
  • 25.1% click-through rate

WhatsApp outperformed all other channels in engagement and conversion.
The exceptionally high CTR highlighted how effectively a personalized, conversational format can cut through seasonal noise — even in a saturated premium segment like specialty tea.

Conclusion

With Chatarmin, PAPER & TEA elevated its early-bird marketing into a more exclusive and profitable customer experience.
The campaign demonstrated how timing, message clarity, and conversational intimacy can translate into measurable ROI.

“WhatsApp isn’t just another channel for us — it’s a direct line to our customers, and it delivers real results.”
Sarah Böttger, PAPER & TEA

The results prove that even premium brands can scale performance marketing through WhatsApp — without compromising brand identity or customer experience.