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:
