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Scaling Marketing Excellence: How Azadea Group Unified Multi-Brand Campaigns Across MENA with WhatsApp
The leading retail and e-commerce group orchestrates seamless marketing campaigns across 25+ brands, aligns marketing and support for a unified customer view, and drives measurable ROI at scale.
Azadea
~40%
~30%
~8–15X
Transforms Multi-Brand Marketing with Unified WhatsApp Platform
Scaling WhatsApp across a portfolio as diverse as Azadea’s required more than adding a new channel — it required a unified, measurable growth platform. With Gupshup, we’ve been able to orchestrate brand-led campaigns across markets while maintaining centralized governance and deep performance visibility. Brand-level ROI measurement has been critical in elevating WhatsApp from a tactical channel to a core pillar of our marketing and commerce strategy.
About the Group
Azadea is a leading lifestyle retail and e-commerce group operating across the GCC, Middle East, and Africa. The Group manages a diverse portfolio of 40+ international brands, including Adidas, Anthropologie, Boggi Milano, Decathlon, Kiko Milano, Mango, Paul, Virgin Megastore, and other fashion, sports, and lifestyle concepts. With a strong presence in 14 countries across the Middle East and Africa. Azadea operates 800+ of stores alongside growing digital platforms. As Azadea expands across markets and brand portfolios, it needs scalable marketing solutions that orchestrate complex, multi-brand campaigns, safeguard individual brand identity, and deliver clear performance visibility at both brand and market levels.
The Challenge
Scaling WhatsApp Marketing with Advanced Capabilities Across 25+ Brands
Azadea had already established WhatsApp as part of their multi-channel marketing stack alongside SMS, app push, and email. The team was now ready to take WhatsApp to the next level by scaling the channel across their brand portfolio while unlocking its full potential.
The opportunity ahead:
- Scaling WhatsApp across 25–30 brands, each with its own WhatsApp number and distinct brand identity
- Unlocking advanced WhatsApp capabilities – rich formats, interactive messages, carousels, and sophisticated campaign types to drive higher engagement
- Gaining full visibility into the customer journey – comprehensive analytics on delivery, read rates, CTR, and attributed revenue at a brand level
- Enabling advanced use cases like abandoned cart recovery, milestone-based campaigns, and retargeting based on customer interactions
- Unifying marketing and support operations with seamless handoffs and a single view of customer engagement
The Solution
Unified WhatsApp Marketing Platform with Multi-Brand Architecture
Partnering with Gupshup, Azadea deployed a comprehensive WhatsApp marketing solution integrated with their existing tech stack transforming their ability to run sophisticated campaigns at scale.
- Aligning Marketing & Customer Support for full view of Customer Journey
Gupshup Conversation Cloud was integrated with Azadea’s marketing automation platform and customer support platform , enabling unified campaign orchestration, seamless agent handoffs, and a full view of the customer journey from marketing touchpoints to support interactions. See how Azadea scaled WhatsApp support across 25+ brands → - Multi-Brand Management
The solution enabled management of 25-30 brand WhatsApp numbers within a unified platform while maintaining distinct brand identities and centralizing operations. - Advanced Campaign Capabilities
Azadea unlocked a full suite of campaign types including broadcast campaigns (segmented promotional offers, gift vouchers, sale events for both online and in-store), triggered campaigns combining transactional updates with marketing offers, abandoned cart recovery flows, date-based and milestone-based campaigns (birthday offers, anniversary rewards), CRM status-based journeys for personalized messaging based on customer lifecycle, and retargeting messages based on customer communication status and interactions. - Advanced WhatsApp Formats
The team gained access to rich media, carousels, interactive buttons, and advanced message formats. A/B testing capabilities were opened up for campaign optimization. E-receipts were migrated from email/SMS to WhatsApp to drive higher engagement. - Analytics & ROI Tracking
Comprehensive, brand-wise ROI tracking now provides full visibility into delivery rates, read rates, click-through rates, and attributed revenue—giving the team complete insight into customer journey and campaign performance.
This transformed Azadea’s marketing capabilities, enabling them to run sophisticated campaigns across multiple brands and markets, for both online and in-store events, while maintaining brand integrity and accurately measuring performance.
The Success
Multi-Brand Marketing at Scale with Measurable ROI
By leveraging Gupshup Conversation Cloud and WhatsApp, Azadea successfully unified marketing operations across 25+ brands, delivered contextual campaigns at scale, and achieved results that championed WhatsApp as their highest-performing marketing channel.
Managing WhatsApp campaigns across multiple brands and markets used to be operationally complex. The unified setup has simplified execution while still allowing deep personalization at a brand level. We can now test, optimize, and respond in real time, and the consistently high engagement has made WhatsApp our most reliable channel for driving customer action.
Solution
Marketing
Channel
Industry
Retail & Ecommerce
