Brand Manager, True Citrus
True Citrus was started in 2003 with their flagship product True Lemon, which was created to provide shelf-stable, fresh squeezed lemon taste in convenient on-the-go sachets. Today, True Citrus has eight sales channels and True Lemon and True Lime products can be found in over 45,000 grocery and mass stores as well as online on Amazon, Walmart.com, and more. With over 100 products, True Citrus offers zero calorie unsweetened wedge replacements, low-calorie Drink Mixes, Energy drink mixes made with caffeine from green tea, low-sugar, vitamin-fortified Kids drink mixes, and salt-free Seasoning Blends, catering to a wide audience of devoted fans. All True Citrus products are made with simple, clean, Non-GMO ingredients.
True Citrus uses Attentive to power their SMS marketing strategy - a key channel for reaching and converting customers.
True Citrus was looking to tap into their vibrant Instagram community of over 60k True Lemon fans, and convert as many as possible to Attentive SMS subscribers.
By using HiTide (an Attentive Technology Partner) to tap into the power of IG DM automation, True Lemon launched a conversational opt-in flow that matched their brand voice.
Because HiTide is deeply integrated with Attentive, True Lemon was able to easily confirm subscriber status, list growth, and track post-campaign opt-out rates.
Brand Manager Danny Marken and Social Media & Content Associate Tina Huynh of True Citrus teamed up to create an engaging piece of content with the goal of driving SMS opt-ins.
True Lemon's giveaway campaign centered around an organic feed post where followers could drop the “💛” emoji to enter and win one of 5 prizes. By asking audience members to engage with the post, True Lemon significantly boosted both post distribution and social proof, getting their offer in front of more followers - and driving over 8K comments.
Participants who commented with “💛” received an entry DM, including an Attentive “Two Tap” landing page link.
From there True Lemon was able to convert the vast majority of conversations into Attentive SMS Subscribers.
True Lemon's giveaway campaign reached an impressive 19% of True Lemon's total following organically.
Roughly 58% of campaign participants who triggered True Lemon's automated DM ended up opting into True Lemon's Attentive list; almost 50% of SMS opt-ins from the campaign were Net New subscribers.
True Citrus added 24% to the expected monthly list growth based on previous months' average.
By using HiTide, True Lemon was able acquire new SMS subscribers at an effective cost* of $0.16 - before factoring in subsequent purchases.
Even better, campaign subscribers who went on to purchase had anAOV (average order value) of 128% compared to overall True Lemon AOV.
Brand Manager, True Citrus