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How EFFECT® energizes its customer relationships through WhatsApp automation

Within just three months of collaboration with Keaz, EFFECT®, part of MBG International Premium Brands, established a new direct communication channel with its customers — using WhatsApp automation to strengthen engagement and drive repurchases.

Across this short time frame, the brand generated €3,648.66 in attributed revenue, gathered over 6,800 WhatsApp subscribers, and set the foundation for long-term loyalty — all while staying true to EFFECT®’s vibrant, performance-driven identity.

Generated Revenue

€3,648.66

Campaign Duration

3 months

Subscribers Gained

6,866

Industry

Beverage (Energy Drinks & Functional Drinks)

Company description

EFFECT® is a global energy drink brand from MBG International Premium Brands GmbH, headquartered in Paderborn, Germany. Known for its bold “dots” design, EFFECT® combines premium taste and lifestyle branding with high-energy performance. Distributed in more than 50 countries, the brand stands for drive, quality, and modern self-expression — “Energy. The Next Level.”

Company size

250+ employees

Website

mbgglobal.com/en/effect-classic-energy

Use case

Automated post-purchase journeys via WhatsApp

Business need

Create an always-on communication loop to build retention and brand affinity

Messaging channel

Company Challenge & Testimonial

Before Keaz, MBG mainly relied on social media and retail campaigns to reach its consumers. These channels were effective for awareness — but lacked direct, one-to-one engagement or feedback loops.

“WhatsApp gives us a way to connect with our fans instantly and authentically. With Keaz, we’re building a real community around EFFECT® — not just sending messages, but having conversations.”

— Daniel Gargala, MBG International Premium Brands GmbH

Campaign Goal

The goal was to automate personalized post-purchase communication that mirrors EFFECT®’s dynamic brand experience — fast, direct, and unmistakably on-brand.

Campaign Results

Over the course of four months, Fidelis Dog achieved:

€40,074.57 in attributed revenue
2,794 WhatsApp subscribers collected
5.98% CTR and 79.9% open rate
48% Journey completion rate — showing strong engagement throughout all touchpoints
A 17.6% CTR on the reactivation message alone

Over the course of four months, Fidelis Dog achieved:

€40,074.57 in attributed revenue
2,794 WhatsApp subscribers collected
5.98% CTR and 79.9% open rate
48% Journey completion rate — showing strong engagement throughout all touchpoints
A 17.6% CTR on the reactivation message alone

Over the course of four months, Fidelis Dog achieved:

€40,074.57 in attributed revenue
2,794 WhatsApp subscribers collected
5.98% CTR and 79.9% open rate
48% Journey completion rate — showing strong engagement throughout all touchpoints
A 17.6% CTR on the reactivation message alone

📱 Experience EFFECT®’s WhatsApp Journey firsthand at mbgglobal.com/en/effect-classic-energy

What’s Next

Following the success of its first three months with Keaz, MBG plans to:

Launch WhatsApp automations across additional beverage brands in its portfolio
Use WhatsApp for exclusive edition launches and sampling campaigns
Integrate loyalty mechanics and referral incentives into future Journeys

The next step: turning every EFFECT® drinker into a long-term community member — one message at a time.