Braze enables advertisers and marketers to consolidate their messaging mix, optimize onboarding, boost productivity, increase engagement, and reduce churn by orchestrating memorable customer journeys and implementing effective data activation techniques.
Rappi's WhatsApp strategy with Braze led to increased purchases.
43%
Lift in reactivated users making 2+ purchases within 30 days
80%
Increase in purchases among lapsed users using WhatsApp
1.
Situation
Rappi needed an effective out-of-product channel to re-engage lapsed users and boost active users' purchases.
2.
Task
Utilize Braze to incorporate WhatsApp into their existing engagement strategy, aiming to deliver personalized deals to users and track performance metrics.
3.
Action
Rappi utilized Braze Canvas Flow to segment audiences into 'Momentum' (active users) and 'Reactivation' (lapsed users). They personalized and automated marketing campaigns via WhatsApp, using its high regional adoption to engage users.
4.
Result
The WhatsApp campaign achieved an 80% increase in purchases among lapsed users compared to a control group. Additionally, the campaign saw a 71% read rate from active users and a 67% read rate from lapsed users.
Keywords
CUSTOMER ENGAGEMENT
BRAZE
WHATSAPP MARKETING
RAPPI CASE STUDY
INCREASE PURCHASES
LAPSED USERS
RETENTION STRATEGY
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