Mobile Messaging: Using MMS to Build Databases and Drive Sales with Charlotte Russe | MMA
July 9, 2012
To drive retail sales and customer loyalty within their key demographics, Charlotte Russe launched "Mystery Date" a 3-day mobile video MMS campaign in which shoppers prompted through in-store signage to participate by texting MATCH to a short code. Shoppers, incentivized with a limited time offer, to select their ideal "Mystery Date" from three handsome choices. Once shoppers texted in their choice, the participant received a personalized video response from their selected Mystery Date.


This program was a huge success!  By creating a compelling, video-based message program, not only did Charlotte Russe increase their database by over 33%, there was an overall higher database participation (300%!) than previous SMS text-only campaigns. Mobile marketing continues to strengthen brand loyalty and increase sales during a time when retailers struggle to cut through the noise and build deeper relationships with an increasingly fickle ad price-sensitive shopper.


Objective:

  • Grow existing mobile database and drive sales

Campaign Overview

  • CharlotteRusse launched a 3-day weekend “Mystery Date” MMS campaign incentivizingfans to select their ideal Mystery Date by texting MATCH to a short code, via a mobile coupon

Results:

  • 33% growth in mobile database
  • 300% higher participation vs. previous SMS programs