From a WhatsApp group to a genuine community: 9 months of Wibsters

Wibra had quietly reinvented itself. New stores, new energy. But nobody noticed. Traditional (influencer) marketing could show that Wibra exists, but not that it had changed.

So, we took a radically different approach: we went looking for real fans. Through Wibra’s social media channels, we put out a call to become a Wibster. The rest is history.

The first big offline step was an exclusive kick-off event for VIP Wibsters. They shared their honest stories about Wibra, got to know one another, and helped us understand how the brand could best serve its customers. Those insights became the foundation for everything that followed.

The WhatsApp community isn’t a campaign tool you switch on and off. It’s a group where something happens every single day. The Wibsters are the first to hear about new products, promotions and must-haves. We also run regular giveaways.

But the Wibsters give back too: their feedback helps Wibra fine-tune its range and make everyday life a little bit easier for customers. That two-way dynamic is precisely what makes the community so strong.

Alongside the community, there’s also a group chat. There, Wibsters swap tips, share which Wibra products they love, and listen to each other’s stories. What started as a fan group for a brand has become a community of people who genuinely know each other.

For the first campaign, we explored what cleaning means to the Wibsters. Those insights shaped the radio spot and the brand video. The Wibsters also created user-generated content rooted in their own experiences.

For the second campaign, we tapped into something every parent knows: doing absolutely anything for the look of wonder on your child’s face, like baking until midnight for a birthday party. To put the spotlight on Wibra’s party and baking range, we gave the Wibsters a challenge: get your home party-ready in one hour, using only Wibra.

It started with a trolley dash. To select 10 Wibsters, we asked the community to share the most outrageous thing they’d ever done for their kids, nephews, nieces or friends. The 10 winners then had one minute to fill their trolley with as many products as possible — followed by 59 minutes to transform their home. The final verdict came from the child: a perfect 10 and eyes that lit up the room.

Whenever Wibra opens a new store, the Wibsters are first through the door. They got an exclusive first look at the opening of the Ghent store, which they were happy to share on their own channels. That organic content generated over 42,000 views, with no media budget whatsoever. This goes to show: the Wibsters don’t post because they have to. They post because they want to.

Over the summer, Wibra surprised 100 Wibsters with tickets to see Pommelien Thijs at the Lokerse Feesten. Not as a prize, but as a genuine thank-you. Wibster Soraya wrote afterwards: ‘Being a Wibster feels like being part of a family.’

Through the group chat, we know exactly which products our Wibsters love most. In a number of test stores, those products received the label ‘Wibsters’ favourite’. It gave Wibra customers an extra layer of confidence: if someone else has already tried and approved it, it might just be right for them too.

• 287 Wibsters active in the WhatsApp community
• 3.5 million views via earned media
• 38.9% engagement rate on own posts
• 413K earned media value (year-to-date August): over a full year, the equivalent of this year’s total media investment (550K)

The Wibsters are one of the most valuable assets Wibra has. So, we’ll be writing the next chapter together with them, finding ways to weave their voice even more deeply into everything Wibra does. From product launches to in-store experience to communications. Nine months in, and we’re still only at the beginning.