Ahead of the holidays, the brand activated WhatsApp to build a conversational experience true to its DNA: elegant, selective and high-performing.
This strategy won the "Best Conversational Experience on WhatsApp" award at the Q4 Ecom Awards 2026.
1. Build a relationship before converting
The goal: make WhatsApp a relationship lever to engage the community.
Every message had to:
bring value,
build connection,
reinforce the premium image.
To do this, Gérard Darel launched the "Club Darel" in November, giving members early access to offers before email, SMS and paid ads.
Results: 4,000+ opt-ins collected in 2 months thanks to the website pop-up, email-to-WhatsApp and built-in order tracking.
2. Fewer messages, more value
Between November and December, three key campaigns were sent:
Private Sales
Gift Guide
Privilege Days
Each message used a human, elegant tone, with clear and exclusive offers.
Results in 2 months
19,000+ conversations started
€110,000 in revenue generated
80x average ROI
A big thank you to the Gérard Darel team for their trust.
Next step: exploring drive-to-store and personalized selection mechanics for WhatsApp Club members.
Key takeaways for your next campaigns
Segment your audience and create a VIP club for your most engaged customers.
Humanize your messages to build closeness and a premium feel.
Send fewer messages, but with strong added value.
Offer exclusive deals and early access to maximize engagement and conversion.
With these mechanics, WhatsApp becomes a powerful relationship lever and a performance accelerator during your key moments.