Drypers SMS Sampling Campaign
SMS Interactive
Objectives:
Drypers have been conducting product samplings through various means – getting consumers to either fax, post or email their requests to Drypers customer careline. While these communication channels are convenient and familiar to the consumers, I creates a whole lot of data and request processing nightmare for Drypers to consolidate at the end of each of sampling campaign. Customer data is then difficult to consolidate for future CRM or direct marketing purposes.
Intended to utilize other convenient channels that mass consumers are familiar with and at the same time can streamline the data collection process, Drypers turned to SMS channel.
Campaign Details:
- idotyou Mobile setup the SMS campaign for Drypers.
- The sampling campaign period was from 1st May to 30th June 2007.
- Shoppers at the hypermarkets saw the SMS Sampling advert and text their name, IC, diaper size they desired and their full mailing address to our short code 36655.
- Our system captured the details and stored in a database for query and analysis purposes.
- The requests will be processed and free samples will be mailed out to their mailing addresses.
Results:
- SCA Hygiene received closed to 5,000 SMS requests for free Drypers samples within the 2 months.
- Data collection becomes hassle-free and manual steps of data entry is eliminated, hence minimizing the errors caused by human intervention.
- SCA Hygiene repeated the same SMS campaign for Hey! Baby diaper brand subsequently.