Wawel Truck and Valentine's Day campaign

Challenge

As one of Poland’s most iconic sweets producers, Wawel enjoys massive brand recognition across the FMCG sector. However, the core challenge shifted from building broad reach to mastering hyper-personalization—ensuring that every consumer feels the brand is speaking to them on a one-to-one level.

When executing dynamic consumer activations and field events, the marketing team frequently ran into operational barriers. Traditional contact databases rapidly lost relevancy, making accurate local targeting difficult. Furthermore, launching dedicated web pages for short-term campaigns meant enduring lengthy turnaround times for development support from the IT department.

Three Primary Operational Pain Points:

• Risk of Inaccurate Local Communication: Contact data aged quickly, meaning invitations to regional events were often sent out blindly, resulting in wasted budget and lower event turnout.
• Prolonged Landing Page Deployment (Time-to-Market): Relying on developers to code landing pages, handle technical revisions, and manage system integrations delayed time-sensitive seasonal campaigns.
• Subscription Churn Threats: Blasting unsegmented messages to a broad audience increased the risk of users opting out of the newsletter entirely (market averages for churn typically sit between 0.3% and 0.5%).

Action

To streamline these processes, Wawel integrated the Digital FMCG platform. This marketing automation system was utilized for advanced database cleanup, geo-behavioral targeting, and independent web page design.

Scenario 1: The Wawel Truck Tour – Smarter Regional Outreach

The project centered around a mobile sweets experience (an interactive brand truck) traveling across the country. To fill the event with highly engaged attendees, the Digital FMCG platform filtered target segments based on precise geolocation (6 specific voivodeships on the route) and behavioral context (parents with a history of purchasing children's products).

To tackle the issue of outdated records, interactive preference buttons were embedded within the emails. Odbiorcy could instantly verify or update their details, allowing the platform to autonomously purge inactive contacts from the database in real time.

Scenario 2: Valentine's Day Activation – Bypassing IT Bottlenecks

This campaign aimed to rapidly re-engage consumers who had previously participated in Wawel’s contests and lotteries. Given the tight timeline around the holiday, execution speed was paramount.

Instead of waiting on development queues, marketers used the intuitive drag-and-drop page builder inside Digital FMCG to create a complete campaign landing page from scratch. The page featured a dedicated form to securely capture missing marketing consents. Additionally, real-time internal notifications were deployed within the automation flows, allowing the team to monitor immediate audience reactions to the messaging.

Results

• Rapid Campaign Launches: Preparing and publishing a fully finished, responsive landing page now takes the marketing team just 20 minutes, entirely independent of IT resources.
• Total Elimination of Churn (0%): Thanks to the precise location-based and behavioral targeting during the Wawel Truck campaign, the unsubscribe rate dropped to exactly 0% (outperforming the 0.3% – 0.5% market standard).
• High-Quality Database Growth: Deploying the dedicated form generated an 18% increase in confirmed newsletter sign-ups via the Double Opt-In framework.
• Strong Conversion and Engagement: Tailored email workflows drove several hundred completed Valentine's Day quizzes and yielded a sharp upward trend across OR, CTR, and CTOR metrics.
• Elevated Global Efficiency: The implementation lifted brand-wide metrics seamlessly; Wawel currently maintains a 19% Open Rate on mass broadcasts sent to the entire database without any added segmentation.

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