How M+RC NOIR grew their SMS list overnight and sold out their first SMS drop
The Story
Emerging from the intersection of music and fashion, M+RC NOIR is an enigmatic streetwear label that has gained a cult-like following for their secret brick-n-mortar stores and hyper-limited, password-protected clothing drops. Shying away from the cluttered noise of social and low-reach across email, the Parisian brand turned to Drop to deliver a unique, 1-on-1 personalized experience where their audience could interact with the brand in a two-way channel, SMS.
The Solution
Looking to quickly grow their text list for the biggest impact, the brand reached over 6,000 subscribers in under a month by pausing access to their site with a CTA to text to sign up for early access. Looking to instantly sell out their first SMS-only product drop, M+RC NOIR rolled out a two-step interactive campaign that first confirmed interest in the coming release, then following up 24 hours later with this segmented, highly qualified “YES” audience by sending a direct link to the capsule. Reaching their goal, M+RC NOIR averaged a 42% conversion rate, selling out their capsule immediately.
The Result
Keeping the mystery alive, M+RC NOIR was able to sell out its product drop through a private 1-on-1 experience, turning their web, social, and email audience into text subscribers and ultimately customers. By continuing to segment and learn about their SMS audience through additional interactive campaigns and private releases, they are better able to forecast future drops, while maintaining the exclusivity for which the brand is known for. Collaborating with their team has been a masterclass in impactful and direct SMS marketing. We know it’s a given, but it never gets old seeing our clients grow and create new revenue streams through SMS.
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.
