In the FMCG sector, reach alone is rarely the challenge – recognizable brands like Wawel have been building it effectively for years. What matters is making the consumer feel that the brand is speaking directly to them. This is exactly what Wawel achieves with iPresso – through hyper-personalization, communication automation, and the integration of event marketing with behavioral segmentation.

Who Has iPresso Helped?

Wawel is one of Poland’s oldest and most recognizable confectionery brands. The company blends tradition with a modern approach to marketing – which is why it chose iPresso as its automation platform, enabling innovative ways to reach consumers.

Project #1 – Wawel Truck

Wawel Truck is a mobile brand activation in the form of – naturally – a truck traveling to various corners of Poland. An event for everyone: children and parents can take part in interactive games, see how chocolate is made, and even assemble their own pack of favorite sweets.

Preparation

The goal was to combine consumer location data with behavioral profiles.

Wawel built specific segments in iPresso based on:

• Geolocation: Contacts from the 6 provinces on the Wawel Truck route.
• Context: Consumers interested in parenting content with a specific purchase history (children’s products).

Challenges

Large contact databases can become outdated quickly. In local activations like Wawel Truck, this is a real problem – you want to bring as many people to the event as possible, but you risk sending invitations into the void.

Wawel solved this by using interactive buttons in their communications – recipients could confirm or update their own preferences. This allowed continuous cleansing of the database from inactive or incorrect contacts.

Results

The nature of the event made it impossible to directly measure the impact of marketing automation on attendance, but Wawel recorded strong results within the digital ecosystem:

Newsletter database growth A dedicated “Wawel Truck” form delivered an 18% increase in confirmed opt-ins (Double Opt-In).

Churn? 0% No misprint. The unsubscribe rate was exactly 0%. Precise audience targeting in iPresso made all the difference. For context, standard campaigns typically see unsubscribe rates between 0.3% and 0.5%.

“In the Wawel Truck project, we focused on precision rather than mass reach. Effectively combining consumer location data with behavioral profiles allowed us to deliver content tailored to our audience’s expectations. iPresso lets us build sophisticated customer journeys that we can freely adapt to different campaigns.”

– Marcin Puto, Digital Marketing Manager at Wawel

Project #2 – Valentine’s Day Campaign

The second campaign aimed to re-engage consumers who had previously participated in Wawel lotteries and contests. Speed of execution was critical (the campaign revolved around a specific date), as was using the right tools to drive engagement.

Preparation

Building a campaign landing page is a classic marketing bottleneck – waiting on IT support, code fixes, testing, integrations with other tools. Fortunately, there’s a better way.

Wawel used iPresso’s Landing Page Builder – the entire campaign page can be independently created via drag-and-drop by a marketer, with embedded forms and direct integration with marketing automation. Wawel also used this tool to build a dedicated page with a form for users who had not yet provided full marketing consents, helping safely and effectively grow the contact database throughout the campaign.

Results

High interactivity Automated email campaigns reaching the right people (behavioral segmentation) generated hundreds of completed quizzes – the primary goal of the campaign.

Increased engagement Thanks to the Landing Page, Wawel acquired new, consent-verified contacts, resulting in improved key metrics: OR (Open Rate), CTR (Click-Through Rate), and CTOR (Click-to-Open Rate).

“The Valentine’s Day campaign confirmed iPresso’s versatility in projects that require a high degree of flexibility. The system allows us to build journeys that we easily adapt to specific campaigns. The real-time notification feature within automation scenarios is extremely valuable – it tells us instantly how users are responding to our messages. The new landing page builder is also a huge time-saver: creating a complete, responsive Landing Page now takes us just 20 minutes.”

– Marcin Puto, Digital Marketing Manager at Wawel

Key Takeaways for Marketers (Including You)

Wawel’s success is a reminder that marketing automation goes far beyond bulk email sends. What truly matters is data management – and marketing automation collects a wealth of it. Segmentation that considers not only who the consumer is, but also where they are and what they’ve previously done on your website, can deliver a zero churn rate.

With iPresso tools like the Landing Page Builder, hyper-personalization, and real-time notification systems, a marketing team can respond to market needs within minutes.

Could iPresso Work for You?

We think so – and we’d love to show you why. Book a no-obligation call with us and let’s talk.