Context
Veganuary is a crucial revenue driver for plant-based brands like VETAIN.
But in the middle of countless promotions and discounts from other providers, the team had to find a way to capture their audience’s attention quickly and effectively.
The Challenge
Traditional email campaigns often achieve open rates of just 15–25%.
For a time-sensitive campaign like Veganuary, this wasn’t enough. VETAIN needed a channel that:
- grabs attention almost instantly,
- delivers high engagement rates, and
- maximizes ROI with minimal ad spend.
The Solution: WhatsApp with Chatarmin
Together with Philipp Riedl and the Chatarmin team, VETAIN launched a targeted WhatsApp campaign.
The setup was lean, the execution fast – and the impact enormous:
- 70.6% open rate (in reality closer to ~85% due to grey tick non-tracking)
- 22.1% click rate – far above industry standards
- personalized messages that immediately sparked conversations
Results
The numbers speak for themselves:
- €6,402.72 revenue from WhatsApp
- €85.04 ad spend
- 75.3x Return on WhatsApp Spend (ROWAS)
With just one campaign, VETAIN achieved a return that email or social ads could hardly match.
Conclusion
With WhatsApp and Chatarmin, VETAIN has established a highly profitable direct channel that:
- generates revenue with almost no risk,
- strengthens community engagement, and
- becomes a growth driver during peak moments like Veganuary.