How to Create a Birthday Campaign

What is a Birthday Campaign?

A Birthday Campaign is a marketing strategy that celebrates your customer's special day with personalized messages, exclusive discounts, or special rewards. It is designed to make customers feel valued, strengthen brand loyalty, and encourage repeat purchases.

This guide walks you through setting up a complete Birthday Campaign, from creating the reward to activating the automated campaign.

Example: Ahmad runs a cafÃ© in Petaling Jaya. He sets up a Birthday Campaign that automatically sends a "Free Slice of Cake" voucher to each customer at the start of their birthday month via WhatsApp. Customers receive a personalised message with a direct link to redeem the reward â no manual work needed from Ahmad's team.

Step 1: Create Rewards for the Campaign

Start by setting up the birthday reward that customers will receive. Go to Admin Panel > Loyalty Program > Rewards and click New Reward. Fill in the reward details including the name, type, and value.

For a detailed guide on creating rewards, see How to Create Rewards.

Creating a new reward in the Rewards section

Step 2: Edit Reward and Enable Auto-Assign

Once the reward is created, go to Admin Panel > Loyalty Program > Rewards, locate your reward, and click Edit.

Editing an existing reward to configure birthday settings

In the Automations tab, activate the following options:

Auto-assign to Birthday Customers â Automatically assigns this reward to customers during their birthday month.
Auto-assign on the day of registration â Assigns the reward when a new customer registers.

Enabling Auto-Assign to Birthday Customers toggle

In the Distribution section, ensure that the Distribution toggle is enabled. This allows the reward to be distributed to customers.

Enabling Distribution in Configuration section

Step 3: Get the Reward Link

The Direct Link Access feature in Reward Configuration automatically redirects customers to the reward after they log in.

To set this up:

Go to the Configuration settings of your reward.
Turn on Customer Direct Link Access.
Copy the generated link. You will use this link later in the campaign message.
To make the reward accessible only via the direct link (and not visible in the marketplace), disable Display in Customer Portal (Marketplace) in the Configuration section. This ensures customers can only access the birthday reward through the link you send them in the campaign message.

Enabling Customer Direct Link and copying the reward link

Disabling Display in Customer Portal Marketplace

Step 4: Enable Notification Settings

Go to the Notifications tab and enable the notification toggle. The system will automatically notify customers at the beginning of their birthday month.

For example, a customer with a birthday on 25 March will receive the notification on 1 March.

Enabling birthday notification in the Notifications tab

Step 5: Navigate to Campaigns

Go to Admin Panel > CRM > Campaigns.

Step 6: Create Templated Campaign

Select Create Templated Campaign to use a pre-built campaign structure. Templated campaigns provide a ready-made framework that simplifies the setup process.

Clicking Create Templated Campaign button

Step 7: Select Birthday Template

Choose Birthday from the list of available templates.

Selecting the Birthday template from available templates

Step 8: Fill In Campaign Details

Enter the campaign details including:

Campaign name
Message content
Broadcast channel (Email, SMS, or WhatsApp)
Delivery time
Attached rewards

Filling in campaign details including name and broadcast channel

Campaign Field Descriptions

Name - Enter a clear, descriptive name for your campaign (e.g., "Birthday Special Discount").
Broadcast Channel - Select your preferred channel: Email, SMS, or WhatsApp. Click the X button to remove a channel if needed.
Send At - Set the specific delivery time on the customer's birthday.

Campaign field descriptions for Name, Broadcast Channel, and Send At

Message - Use or customize the Pixalink template. Paste the reward link (from Step 3) into the message content so customers can access their birthday reward directly.
Attachment - Optionally add an image, PDF, or short GIF to make the message more engaging.

Message template and attachment options for the campaign

Message Variables

You can use the following variables in your message to personalize it:

Variable	Description
`{{CUSTOMER_NAME}}`	The customer's name
`{{RANDOM_TAG}}`	A random 4-digit number (helps avoid WhatsApp message filtering)
`{{CURRENT_POINT}}`	The customer's current loyalty points balance

Step 9: Click Create

Once you have filled in all the details, click Create to save and activate the Birthday Campaign.

Step 10: Setup Complete

Your Birthday Campaign is now active and will automatically send messages on each customer's birthday. No manual broadcasting is required as long as the templated campaign remains enabled.

Birthday Campaign active and showing in the campaigns list

Note: Templated campaigns automatically generate and send broadcasts. Custom campaigns require manual broadcast creation.

What Your Customers Will See

Customers will receive a personalised birthday message through their chosen channel (WhatsApp, SMS, or Email) at the start of their birthday month. The message includes a direct link to redeem their birthday reward from the Customer Portal.

Good to Know

Birthday Campaigns are templated â once set up, they run automatically with no manual broadcasting required
Customers are notified at the beginning of their birthday month, not on the exact day
Use {{CUSTOMER_NAME}} in your message to personalise it with the customer's name
Use {{RANDOM_TAG}} to vary message content and reduce the risk of WhatsApp message filtering
The reward link in the message takes customers directly to the reward after login