Pokonut: Turning Static WhatsApp Campaigns into Dynamic Retention Engines
About the Brand
Pokonut is a fast-growing, mass-market D2C beauty brand in India focused on young women aged 18–35. With strong footholds in skincare and haircare, Pokonut also caters to emerging segments like mom care. The brand runs large-scale digital campaigns and invests heavily in retention through WhatsApp.
Challenge
Despite spending over seven figures (INR) every month on WhatsApp marketing, Pokonut's retention campaigns had plateaued.
Their team faced three core challenges:
Static Campaigns & Audience Fatigue — WhatsApp campaigns were repetitive and lacked freshness. With every D2C brand chasing the same user on WhatsApp, Pokonut's messages were getting lost in the noise, leading to low engagement and CTRs.
Limited Personalization — Campaigns were one-size-fits-all. Users across different lifecycle stages—from churned customers to loyal repeat buyers—received the same offers and content.
Low Clarity on Impact — Although the brand tracked basic metrics through their WhatsApp campaign tool, they had little visibility into which segments or insights were truly driving ROI. The team lacked a way to separate high-impact opportunities from vanity metrics.
Pokonut wanted to move from intuition-led retention to a data-led, dynamic engagement system that could personalize actions and improve repeat purchases—without increasing spend.
Solution
Pokonut deployed Niti AI's Retention Agent, integrating it directly with their Shopify CRM and marketing campaign data.
The Agent analyzed historical purchase and engagement data to uncover sharp insights and MECE (mutually exclusive, collectively exhaustive) customer segments, such as:
• Win-back cohorts (churned users with high past AOV)
• Seasonal shoppers (high affinity during festive cycles)
• Loyal customers ready for cross-sell or upgrade
On top of these insights, the Agent generated Dynamic Playbooks — structured, multi-touch WhatsApp journeys that specified:
• What message to send (first, second, third)
• When to send it (optimal timing and frequency)
• How to personalize offers and tone for each segment
This turned Pokonut's WhatsApp marketing from static to self-learning—optimizing communication dynamically based on data, not guesswork.
Impact
Within a few weeks of deploying the Retention Agent, Pokonut saw measurable improvements across key metrics:
• 4x higher open rates
• 2x higher repeat purchase rate
• Drop in audience fatigue, with sharper, more relevant communication
• ROI uplift on existing seven-figure monthly WhatsApp spend
Most importantly, the Retention Agent gave the marketing team clarity—showing them which insights to act upon and which to deprioritize—turning chaos into confidence.
Learning
Pokonut's biggest learning:
"Retention isn't about sending more campaigns—it's about sending the right one to the right person at the right time."