Natural Care, a cosmetics retailer in Saudi Arabia, used mobile marketing to raise awareness of their products and increase footfall. They sent over 200,000 text messages with a quiz to opted-in subscribers, offering a 15% discount for participating. Response rates were higher for women (18.5%) than men (10.5%), and highest for those under 18 (24%). The campaign successfully drove people to Natural Care stores through a targeted, localized, and incentive-based mobile messaging initiative.

1. Case Study / Natural Care
Promoting Natural Care Products in Saudi Arabia
Campaign Objectives
Natural Care wanted to raise awareness of the benefits and philosophy of the
Natural Care retail range of cosmetics along with driving footfall to their retail
outlets across Saudi Arabia. Mobily Deals permission based mobile marketing
service enabled by Optism allowed Natural Care to reach a large opted-in audience
with a relevant and targeted message in both English and Arabic.
Campaign Results
Campaign Solution Nearly 200,000 messages were sent out to the target audience over an eleven
hour period. High response rates were achieved with both English and Arabic
A text dialogue message in the form of a audiences (18.5% and 10.5%, respectively). Predictably, women were most
quiz was sent to opted-in subscribers to responsive to the message. Age was also a factor, with highest response rates
promote Natural Care products with a achieved from under 18’s (24%).
contest and encourage shoppers to visit their
store by offering a discount. An incentive
14%
was offered for participation in the form of a
voucher for 15% off the next purchase of a
of message recipients participated in the quiz
Natural Care product.
Separate dialogue messages were sent in
English and Arabic to male and female
subscribers. Messages were sent out just
28% of English speaking females responded
before the weekend to maximise their
impact and relevance. Females were 37% more responsive than their male counterparts
Replying to any dialogue message is
always free.
To find out what Optism can do for advertisers and mobile operators, visit optism.com