Keep Optimising · 28 min
George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council. In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves. Dive in: [05:59] "Targeted WhatsApp Consent Strategy" [09:21] WhatsApp Outperforms Email Revenue [12:47] Act Now: Novelty Won’t Last [15:07] "Brands That Act Win" [19:43] Insider Tips from George! Start WhatsApp with existing customers, not new leads The strongest results came from messaging people who already trusted the brand. The team did not use WhatsApp for acquisition. They only collected opt-ins from existing buyers and subscribers. This reduced risk and kept costs under control. It also meant messages felt expected, not intrusive. For eCommerce brands, this is the safest way to test a new channel.
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