A story of SMS marketing, and a 15x jump in ROI
The Story
Southern California staple ROKIT maybe new-ish to the streetwear scene but has exploded across US and international markets. Prior to COVID’s hit, ROKIT had successfully secured a presence with major retailers, collaborations with first-rate brands, and keeping a strong connection to their audience through their digital and eCommerce front. As we all know, coronavirus absolutely disrupted all these relationships and it was time to focus on a new channel for connection, content, and revenue generation.
The Solution
Focusing on the highly-coveted collaborations and limited releases on their calendar, ROKIT quickly switched strategy at the height of the pandemic, looking to use Drop as a multi-use medium for building relationships with their audience outside of social media while creating a new revenue stream. By delivering exclusive capsules and products to text subscribers before they are publicly released, ROKIT was able to secure a 66% engagement rate and 37% conversion rate with their SMS audience within 21 days. Compared to the conversion rates found on their email newsletter, which is relatively standard across the industry, this 40x jump in purchase conversions was a major indicator that the switch in strategy was right.
The Result
By using the existing excitement about the brand and leveraging highly anticipated limited drops, ROKIT was able to cut through the noise of social media, directly engaging with their youth-led audience through a channel that was familiar to this segment but also novel for the brand. Growing their SMS list seamlessly through IG’s swipe-up-to-text feature and website widgets, ROKIT reached a 15x ROI in just 3 weeks, generating 5x more revenue than their email efforts, with a fraction of the audience. But let us be clear about one thing, the moral isn’t to cut all email, social, or other marketing channels. ROKIT’s success just goes to show the power of SMS marketing, when it’s done with the right strategy, voice, features, and tools.
If we’ve piqued your interest in conversational marketing, want to learn more about Drop, or simply want to connect, send us a text at 1–833–217–4200 or sign up to get early access here.
