Challenge
Wawel is one of the oldest and most recognizable confectionery manufacturers in Poland (FMCG industry). While the brand's overall reach is high, the challenge was to shift away from mass marketing toward hyper-personalization—building a genuine feeling that the brand is speaking directly to each individual consumer.
Previously, the marketing team's efforts during seasonal and event-based campaigns ran into technological and operational barriers: contact databases quickly became outdated, and the process of preparing dedicated landing pages frequently stalled due to rigid technical procedures.
Three Primary Analytical and Operational Pain Points:
- Outdated Databases in Local Campaigns: The rapid aging of contact data made it difficult to precisely draw people to regional events, creating a high risk of sending out invitations "blindly."
- Campaign Deployment Bottlenecks (Time-to-Market): The need to involve the IT department—coupled with waiting for code fixes, testing, and integrations—drastically delayed landing page creation and campaign launches, which was highly problematic for time-sensitive events.
- Churn Risk Due to Lack of Personalization: Sending mass mailings without considering the behavior or location of the recipients risked a high number of unsubscribes from the newsletter database (which typically hovers around 0.3% – 0.5% in the market).
Action
Wawel implemented the iPresso marketing automation platform. The system enabled the team to build advanced communication workflows, leverage geo-behavioral segmentation, automatically clean databases, and allow marketers to build landing pages completely independently.
Scenario 1: The Wawel Truck Project – From "Blind" Mailings to Local Precision
This campaign focused on the brand's mobile event zone (a custom truck) touring various regions of Poland. The goal was to invite users from specific areas who were highly likely to be interested in a family-oriented brand event.
- How it worked before iPresso: The brand had large databases that lacked precise filtering for current residence or behavioral history. Sending out mass invites risked low conversion rates, irrelevant messaging, and spiked unsubscribe rates.
- How it works with iPresso: Wawel built segments within the system using geolocation (targeting 6 specific voivodeships on the truck's route) and behavioral context (parents who had a history of purchasing children's products). Interactive buttons were embedded into the emails, allowing recipients to instantly confirm or update their preferences. This enabled the system to clean inactive or incorrect contacts out of the database in real-time.
Scenario 2: The Valentine's Day Campaign – Bypassing the IT Bottleneck
This campaign aimed to quickly reactivate consumers who had previously participated in Wawel’s contests and lotteries. Immediate execution and high engagement were critical since the entire action revolved around a single, specific date.
Instead of waiting for the IT department to code a new page, Wawel utilized the iPresso Landing Page creator. The entire campaign page—complete with forms designed to collect missing marketing consents—was built natively by a marketer using a drag-and-drop interface. Additionally, real-time notifications were enabled within the automation scenarios, allowing the team to monitor exactly how users were reacting to the messaging as it happened.
Results
- Reduced Time-to-Market: Preparing and deploying a fully finished, responsive landing page now takes a marketer just 20 minutes, without requiring any developer involvement.
- 0% Churn Rate: Thanks to precise geo-behavioral targeting during the Wawel Truck campaign, the unsubscribe rate dropped to exactly 0% (compared to standard market mailings, which average a 0.3% – 0.5% churn rate).
- Newsletter Database Growth: The dedicated "Wawel Truck" registration form drove an 18% increase in confirmed marketing consents (Double Opt-In).
- High Interactivity and Engagement: Automated email campaigns triggered by behavioral segmentation generated several hundred completed Valentine's Day quizzes, boosting key metrics like OR, CTR, and CTOR.
- Improved Global Effectiveness: The tool elevated performance across the entire brand ecosystem—Wawel now maintains a 19% Open Rate for bulk mailings sent to the entire database, even without extra segmentation applied.
