Case Study: How Paw.com Uses Partnership Giveaways to Capture Text Messaging Subscribers, and Activate its Social Audience
Conversion rate (CVR) to text sign-up for its giveaway
Conversion rate (CVR) to NTF emails for its giveaway
Overall social follower growth
Paw.com believes pets are family and deserve to be treated that way. After feeling frustrated by the lack of quality and beautiful pet products, it set out to create fashionable, well-made, and functional pet products that are worthy of your family and fit for your home.
Paw.com had some success acquiring and engaging customers through its social platforms but wanted to find more efficient ways to grow. Paw.com also heard about the many positive benefits of text messaging campaigns and was eager to try it. Intent on gaining new-to-file (NTF) emails and building out its SMS marketing program, the pet accessory brand looked for an all-in-one solution that would perform and measure both its acquisition and engagement efforts.
Paw.com had previously participated as a partner on another brand's giveaway on DojoMojo, and it found great success acquiring new emails and new SMS contacts through DojoMojo's partnership network. And, after hearing about the high conversion rates seen in the text messages compared to other marketing channels, Paw.com thought it was "a good time to dip its paws in the water with DojoMojo's SMS marketing offerings."
The Strategy & Approach
The pet brand was very selective with who it worked with on its giveaways – it purposefully chose pet-related brands to curate a focused, pet-lovers audience. Using DojoMojo's Post-Entry Conversion Action feature, Paw.com set up its sweepstakes to compliantly capture text messaging opt-ins and began collating its SMS marketing list.
Knowing that its sweepstakes leads were likely pet-lovers, Paw.com offered a 15% discount on its pet products for signing up for marketing texts. To further treat its SMS subscribers like VIPs, Paw.com promoted exclusive updates on its latest styles and products available only through the mobile channel.
Paw.com drove over 30% CVRs – meaning 30% of people who entered one of its giveaways signed up for its SMS marketing program. Plus, more than 70% of its giveaway entrants were NTF email contacts, showing that its audience is willing to engage with Paw.com through multiple channels.
The greatest surprise was that through DojoMojo's built-in giveaway Social Actions, Paw.com supercharged its Twitter following and activity, the platform where it previously lacked followers. After joining DojoMojo and participating in open partnership opportunities, its Twitter followers grew by thousands–growing the list by 10x!
"We love DojoMojo, and we're so glad we joined. Our social followers continue to see a huge surge, and these new followers are very engaged. When we were ready to try our own sweepstakes, it was so handy to have one platform where we could gain NTF emails, SMS subscribers, and social activity, all of which we could conveniently measure."
— Katelyn Buck, Marketing Specialist