Club Pretty* sends you luxury beauty samples every month. All you have to do is sign up and fill out a profile of everything about the beauty items that make you feel pretty. Club Pretty samples are not ordinary or small. Club Pretty samples are large, generous, and enough for a month’s supply. Club Pretty offers makeup, hair, skin care and innovative beauty novelties. Subscribers pay a small monthly fee of $12.95 to try something totally new. They can opt to buy the full-sized beauty product at a discounted rate online. Club Pretty brands are luxurious, new and not always easy to find to find. Find out what makes you feel pretty by trying it now! Club Pretty only started out with 800 subscribers and hoped to create brand loyalty with a text-to-win opportunity. The online beauty sampler is experiencing unprecedented growth and by creating a mobile campaign, hopes to build a list of potential subscribers for future, non-traditional marketing efforts.
Club Pretty’s marketing firm recommended using SMS to increase subscribers.
All of Club Pretty’s outreach had been conducted by targeted email to which the customer opted-in upon signing on. Club Pretty offered to send an extra box of samples, a colorful palette of nail polish for spring and summer if subscribers opted-into the mobile program by giving their mobile numbers.
A mobile survey was conducted asking subscribers to pick their favorite nail polish color and to recommend a friend who would love to receive an invitation to join Club Pretty. Everyone who responded and voted received the ultimate long lash mascara in plum.
Club Pretty was successful in implementing an immediate text-to-win opportunity for its target audience of 22 to 44 year old professional women. The campaign generated 73% audience participation and a new list of contacts as well as reinforced customer loyalty and raised awareness to a whole new group of women for Club Pretty. The text message campaign generated awareness for Club Pretty and introduced a new channel for customer engagement. –KK
*Club Pretty is a fictitious name to protect the Marketing Agency’s confidential white label solution with ProTexting.com.