For years, growth in owned channels was measured in volume. More sends meant more sales opportunities. At Laika, that logic had scaled to millions of monthly impacts across Email, SMS, and Push Notifications.
But once reach is solved, the differentiator stops being how much you send. It becomes how efficient each contact is.
Together with Winclap, Laika decided to transform its Owned Media strategy to sustain growth without increasing pressure on its users.
Context
Laika is one of Colombia's leading pet retail brands. It started as an e-commerce business and later expanded its operation to physical stores nationwide, consolidating an active and recurring user base.
Owned Media plays a central role in its commercial strategy. Each month, the brand runs seasonal campaigns, category-based promotions, and always-on dynamics, reaching millions of sends.
With the sustained growth of its base and an intense promotional dynamic, clear signals began to emerge: diminishing conversion returns and greater sensitivity to frequency and timing.
Reach was guaranteed.
Efficiency needed to evolve.
The challenge
The internal mandate was clear: keep reaching the entire base. The challenge was to do it better. How do you sustain volume without saturating? How do you improve conversion without increasing commercial pressure? How do you move from mass sends to decisions based on real behavior?
The transformation wasn't about sending less just to send less. It was about redefining the criteria behind every impact.
The transformation
From mass volume to behavior-driven decisions
Winclap activated an evolution in Owned Media's decision logic, prioritizing real behavior over the commercial calendar.
The strategy was structured around three pillars:
1. Smart pressure and frequency control
Stricter exclusion rules were implemented. Recently converted users or those with low response probability stopped receiving unnecessary impacts.
2. Segmentation by lifecycle and value
New users, recurring customers, and members began receiving differentiated proposals based on their stage, history, and sensitivity to promotions.
3. Continuous iteration grounded in real data
Every campaign was optimized based on performance. Timing, category, and incentive type were adjusted according to the user's actual response.
Owned Media stopped operating as a mass-send channel.
It became a strategic lever for activation and efficiency.
The impact
More efficiency per contact.
The transformation didn't reduce commercial activity.
It made it more efficient.
The results show it:
- +42% improvement in Conversion Rate on retained users.
- +85% improvement in Conversion Rate on SMS.
- +36% uplift on Email with sustained stability.
- -34% in Push sends, hitting a record conversion rate.
In parallel, Laika sustained year-over-year growth in conversions, both in physical stores and online.
The optimization allowed Laika to reduce unnecessary impacts, improve the quality of every contact, and protect the relationship with its base in a high commercial-pressure environment.
Conclusion
Redefining the role of Owned Media
Through this collaboration, Laika and Winclap transformed Owned Media's role within the business.
From a tactical mass-communication channel, it became a strategic growth engine driven by relevance, timing, and behavior.
The result wasn't simply a better Conversion Rate.
It was a new way of deciding.
