LA based Serpenti Apparel is a rising Italian heritage brand that reimagines vintage fashion for the modern day woman and produces exclusively in small batches and made to order styles.
Serpenti had grown a sizable SMS list, with good retention and conversion rates. By focusing on regular drops, the brand had no problem staying in touch with subscribers and converting them into customers.
Getting NEW prospective customers on the SMS List however had historically been challenging. Serpenti relied on traditional on site pop-up banners with discounts, but was looking for a growth motion that would feel less transactional while achieving FASTER results.
Serpenti chose HiTide to launch a giveaway campaign published to their IG feed. The campaign was supported by a Meta Click-To-Message (CTM) campaign using the same giveaway post, targeted to 1 year engaged IG visitors.
Participants were asked to comment “🐍” and subsequently received a DM sequence from Serpenti (powered by HiTide) with instructions to subscribe to SMS to join the giveaway - unlocking the latent potential of Serpenti's IG audience by bringing an innovative conversational approach.
74% of all giveaway participants (those that commented on the post) ended up converting to Serpenti's Postscript list.
Of the campaign subscribers, 78% were Net New (had never given Serpenti the permission to text them).
Serpenti grew their SMS List by over 10% over the course of the 7 day campaign.
Subscribers were acquired at an effective cost of $0.94 for the organic post and $2.09 for the campaign overall - not including the offset from downstream revenue.
In the weeks that followed, orders from HiTide-acquired subscribers were, on average, 150% of Serpenti's typical AOV.
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