With a single WhatsApp campaign, Tates demonstrated the true revenue potential of a direct line to its community. Just in time for the holiday season, the fashion label launched the X-MAS Surprise Box XXL — exclusive, limited, and initially available only to WhatsApp subscribers. The result: a return that even seasoned e-commerce teams have to pause and process.
What looks like a “simple promo” at first glance was, in reality, a precisely orchestrated WhatsApp launch: pre-access code, perfect timing, maximum relevance, and a community that genuinely felt valued.
The Challenge: High Demand, No Room for Waste
Tates faced a classic Q4 challenge: Demand for limited drops is high, products sell out quickly — and traditional channels like email or paid social are expensive, overcrowded, and increasingly unreliable.
The goals for the X-MAS Surprise Campaign were crystal clear:
- Launch the drop in a controlled way
- Prioritize existing fans
- Maximize revenue without burning ad budget The solution: WhatsApp as an exclusive pre-access channel, powered by chatarmin.
The Strategy: Exclusivity Beats Scale
Instead of buying reach, Tates focused on closeness.
The campaign was built on three core levers:
1. Pre-access instead of a public sale WhatsApp subscribers received a personal code before anyone else for the X-MAS Surprise Box XXL.
2. Clear communication, zero friction A single message explained:
- what was launching
- when it would go live No funnel. No guessing. No spam.
3. Trust in the community No artificial scarcity, no aggressive CTAs. Instead: transparency, fairness, and a clear request not to buy boxes “just in case.”
The Results: WhatsApp at Its Best
The numbers speak for themselves:
