Maximising reach for your Ramadan promotions: How an ecommerce brand boosted its promotion with SMS broadcast
In 2022, an e-commerce brand in Indonesia identified a golden opportunity to tap into the user base of Indonesia’s second-largest smartphone brand, comprising approximately 30 million users. Amidst the deluge of Ramadan promotional campaigns, the brand recognised the potential and convenience of using SMS to drive broader awareness. They sought a strategic partner to help them effectively reach this specific target audience.
The Results
The impact was profound. The interactive SMS campaign achieved a remarkable 70% click rate, demonstrating its effectiveness amidst the fierce competition of Ramadan promotional campaigns. Notably, the Free Delivery button emerged as the clear frontrunner, garnering an impressive 60% engagement rate among the three available options.
The Strategy
ADA adopted a two-fold messaging approach, opting for structured messaging that enabled interactive and user-friendly message experiences. This approach simplified user interaction, requiring users to simply click a call-to-action (CTA) button, seamlessly aligning with the smartphone messaging interface.
To ensure precision in targeting, we implemented the following criteria:
- Location: Leveraging geo-targeting, we precisely targeted users in key cities such as Jakarta, Surabaya, Bandung, Semarang, and others.
- Socioeconomic Status: The target audience was segmented based on the price tier of their mobile devices.
- Operator: We focused on users of some of Indonesia’s most popular mobile network providers.
- Device Type: We specifically targeted users of three smartphone brands under the same umbrella brand, focusing on e-commerce users.
Creating Maximum Impact: With meticulous targeting in place, we crafted a clickable SMS featuring three call-to-action buttons:
- Bonus
- Flash Sale Offers
- Free Delivery
The Execution
- Deployed AI-driven customer segmentation through CleverTap for precise WhatsApp targeting.
- Established real-time performance monitoring for comprehensive campaign insights.
- Implemented data-driven A/B testing to maximise CTWA campaign effectiveness.
“ADA’s strategic approach not only reached our target audience effectively but also drove exceptional engagement rates. This campaign proved to be a game-changer in maximizing our Ramadan opportunities.”
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