Julep, a leading cosmetic brand, recently launched an out of home advertising campaign for their new nail polish applicator called the Julep Plié Wand. To boost engagement with the ad, Julep used an SMS autoresponder allowing people that viewed the ad to text “BETTER” to the SMS short code 33733 to receive a free gift with their purchase of the Plié Wand. Why use an SMS autoresponder for out of home advertising campaigns?
The best reason for brands to use an SMS autoresponder for out of home advertising campaigns is that they can track engagement with the ad. How does that work? Well instead of just counting the number of people that walk by the ad each day, brands that use an SMS autoresponder can track how many people engaged with ad, by counting the amount of people that took out their mobile phones and interacting with the SMS autoresponder. In the case of Julep’s advertising efforts, they would count how many people texted the word “BETTER” to the SMS short code 33733, in order to track the engagement with their out of home advertising campaign.
You can see the advertisement with the SMS autoresponder in the image below.
And below is the advertisement with the SMS autoresponder in an actual physical ad.
When people text the SMS keyword “BETTER” to 33733, they receive the following text message.
In addition to being able to track how many people engaged with the ad by tracking how many people texted “BETTER” to 33733, Julep used Tatango’s link tracking feature to also determine how many people clicked on the link within the SMS autoresponder. This means that Julep was able to determine how many people saw their advertisement, engaged with the SMS autoresponder found in the advertisement, then how many people clicked on the link within the SMS autoresponder to visit their mobile website.
This isn’t Julep’s first time using text messaging to drive online retail sales. Check out this SMS marketing case study we did on how they were able to generate 5,000 new opt-ins within the first 24 hours of their campaign.