This ambitious young company created hype around a new drink flavor and got enthusiastic customers to join its WhatsApp channel – while increasing its revenue 10x.
Challenge: rising CACs and falling interest in marketing
Even as a young company, HOLY Energy already experienced that existing D2C playbooks show decreasing efficiency.
CACs are rising quickly and the importance of retention and community-building is growing.
This makes regular communication on a personal level crucial, especially for HOLY's target group in Generation Y and Z. This is hard to achieve through traditional channels like email.
Goal: reach gen Z in a more personal way
HOLY wanted to reach its customers during their daily habits and where their friends are.
From the start, the goal was to deliver very personal service and community-building via WhatsApp and Instagram. In cooperation with the charles Success team, the goals were extended towards a commercial activation of this community.
HOLY now planned to build up a newsletter subscriber base and create an excited and engaged audience around new product launches and other campaigns.
Results: increase in orders and revenue
HOLY decided for a big push tied in with the launch of a new flavor.
The launch was a success. HOLY almost doubled the amount of subscribers and smashed its previous records of orders and revenue on one day. It exceeded their expectations of creating excitement and engagement and managed to drastically increase several KPIs.
Customers loved the feeling of personal connection to the brand and were willing to pay for this.
How HOLY did it
1. Website Chat-ins
HOLY Energy created a huge hype around their upcoming flavor launch using various social media channels and newsletter formats.
The promise to get early access to the product attracted many of their loyal customers that also engaged their friends.
2. Get opt-in in chat
HOLY focused on collecting opt-ins.
Through creating a feeling of scarcity, sign-up rates were very high the subscriber base grew quickly to around 600 customers.
3. Send out code
HOLY then set up a campaign that contained a password and a link to its exclusive online store for this launch.
4. Reengage and build comunity
Immediately after signing up, the customer receives the discount and is signed up for future notifications that can be set up in charles.
Future steps
1. Scale the WhatsApp opt-in collection (e.g. through post-purchase flows)
2. Further establish charles as a service tool
3. Enable easy and seamless reordering in chat with a simple text message
HOLY Energy unlocked the potential to scale further towards an end-to-end usage of WhatsApp.
After the obvious success of the marketing use case, the vision is a further rollout towards a commerce-driven solution with marketing, service and sales in chat.
