The international beauty brand transformed WhatsApp from a simple support channel idea into a major revenue engine through conversational AI—achieving up to 66x ROI on automations and deploying personalized, two-way campaigns in 6 languages.
Client Overview
Omad’s is a beauty brand reinventing hair lightening. Its Lightening Spray gradually brightens hair for a natural sun-kissed effect—without salon visits and without damaging the hair fiber.
The brand name, a contraction of “Oma” (grandmother in German) and “Days,” pays tribute to Pioupiou, the grandmother of founder Zoé, who created the original recipe in 1954.
In 2021, Zoé launched the first sprays to fund her studies and saw immediate success. Joined by her partner Julien, she grew Omad’s into an international brand with a continuously expanding product range.
The Challenge
In early 2024, the Omad’s team realized their existing marketing channels were no longer delivering the intimate, personalized experience they wanted for their customers.
Email felt impersonal and one-way.
SMS lacked the conversational depth they were aiming for.
Traditional marketing relied on broadcasting generic promotions and hoping customers would respond.
The team wanted to leverage WhatsApp—a channel they perceived as highly personal with exceptional open rates. More importantly, they wanted to go beyond one-way messaging to create true two-way conversations that could engage customers, answer questions, and guide them toward purchase.
Their initial goal was twofold:
- Use WhatsApp as a post-purchase customer support channel
- Create a more private, engaging retention experience that outperformed their existing efforts
At the time, they didn’t even know AI solutions existed that could connect directly to WhatsApp.
The Solution
A recommendation from a trusted friend introduced Omad’s to Coco. After an initial call showcasing the platform’s conversational AI capabilities, the opportunity became clear.
WhatsApp provided exactly what the brand was looking for: a high-engagement, personal channel where customers genuinely want to interact—combined with AI capable of turning every message into a meaningful conversation.
Conversational Automations
Omad’s deployed conversational flows across the entire customer journey using Coco.
Their abandoned cart flow goes far beyond simple reminders. When a customer receives a message about an abandoned cart, Coco’s AI agent understands the response, answers questions, and resolves objections in real time.
The same conversational approach powers post-purchase sequences, where personalized messages, discount codes, and cross-sell opportunities feel like a natural dialogue rather than automated blasts.
Conversational Campaigns
For BFCM, Omad’s pushed conversational marketing even further.
Instead of sending a generic promotion, they launched an interactive campaign where customers were invited to complete a message. Coco’s AI analyzed each response in real time, generating personalized replies and tailored discount codes based on the individual conversation.
This approach transformed a one-way announcement into thousands of unique, personalized interactions.
The key insight was clear: performance doesn’t come from sending more messages, but from better targeting and higher-quality, relevant responses for each customer.
Multilingual Conversational AI
To support international expansion, Omad’s deployed abandoned cart flows in 6 languages using localized WhatsApp templates.
Coco’s AI agent understands, responds, and handles objections in any language—maintaining a seamless, consistent conversational experience across all markets.
Growing the WhatsApp Audience
A key growth lever was using email as an acquisition channel.
Omad’s sent email campaigns featuring Coco’s Magic Link, allowing subscribers to join a VIP WhatsApp channel in a single click. The emails clearly highlighted benefits such as exclusive offers, early access, and priority announcements—while minimizing friction.
This rapidly grew a highly engaged WhatsApp opt-in audience, ready for high-ROI conversational campaigns.
Results
What started as an “email backup” quickly became a primary revenue engine.
- 13x ROI at the account level
- Automations delivering up to 66x ROI
- Campaigns generating 6x ROI
- Flows consistently achieving ~47x ROI
- Campaigns averaging ~7x ROI, significantly outperforming SMS
The BFCM conversational campaign showcased the power of combining smart segmentation with two-way dialogue:
- 8x ROI on non-buyers
- 15x ROI on existing customers
- Significantly higher response rates vs. traditional broadcasts
- Major enrichment of customer data through conversational insights
Because conversational campaigns generate real engagement (replies, back-and-forth exchanges, ongoing dialogue), Meta interprets these as expected and relevant messages—improving phone number quality and gradually increasing sending limits.
On peak days, WhatsApp campaigns alone generated 15x ROI in revenue.
“If you’re not using WhatsApp today for your flows or campaigns, you’re clearly leaving money on the table,” says the Omad’s team.
“WhatsApp has become an essential channel, and Coco unlocks its full potential with ultra-high-performing flows, powerful campaigns, and impressive ROI. It’s a must-have for e-commerce.”
Key Takeaways
- Conversations convert better than broadcasts. Omad’s success comes from treating WhatsApp as a dialogue channel—not just another place to push promotions.
- AI enables personalization at scale. Coco’s conversational AI delivers individualized responses to thousands of customers without manual effort.
- Start with automations, then scale with campaigns. Abandoned cart and post-purchase flows became consistent revenue drivers before expanding into campaigns.
- Use email to grow WhatsApp. The Magic Link strategy converted email subscribers into high-value WhatsApp opt-ins with minimal friction.
- Go multilingual from day one. Deploying conversational flows in 6 languages enabled international scaling without sacrificing conversion rates.
- WhatsApp can outperform email. What began as a complement to email became a core revenue channel thanks to two-way conversational power.
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