Clarks shoes in the UK recently launched a WhatsApp campaign to bring the brand to life for its fans.

Clarks shoes in the UK recently launched a WhatsApp campaign to bring the brand to life for its fans. The campaign asked users to add three characters to their contact lists—“some of culture’s greatest innovators, rebels and fashion icons”—who were all fans of the shoes. The characters then sent messages, videos and Spotify playlists through the app, telling the brand’s story while interacting with Clarks enthusiasts.

Using only a messaging app and requiring users to opt in was a risky move for Clarks: the campaign speaks only to people who are already fans. But Contagious points out the upside: “By narrowing its audience down and only engaging with genuine fans, Clarks manages to create more personal and engaging stories.”

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Clarks isn’t the first brand to explore the potential of WhatsApp—Absolut used the app to invite guests to an exclusive party, and Israeli chocolate Klik played Simon Says with its fans—but the platform is still relatively untapped. Meanwhile, marketers are dipping their toes into interactive campaigns on Tinder, to mixed reviews.

Since WhatsApp is a simple messaging app without ad space, brands will have to be innovative in their approaches. That said, the 450 million-user network offers tantalizing opportunities for brands that get it right.