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Case Study / MidasDriving footfall and web site traffic using targeted discounts

Campaign ObjectivesMidas used the permission-based mobile marketing dialogue service, enabled by Optism, to boost awareness of their product range and to drive traffic to their website and showroom. A discount was offered as the incentive.

Campaign ResultsThe initial campaign generated a 14% response rate across the English and Arabic audiences. The follow up campaign had a 15% response rate and performed especially well amongst the Arabic speaking audience generating a huge 5% click-through rate to the web site. Midas also gained many interesting insights from their target audience - the responses indicated that the main area’s of interest to refurnish are the bedroom and the living room rather then the dining room or kids room.

14% of recipients responded to the campaign overall

5% of Arabic speaking recipients clicked through to the website

56% of females responded

Females were 39% more responsive than their male counterparts

Campaign SolutionMidas ran two separate campaigns using the interactive text dialogue format to engage in a simple, yet effective conversation, through mobile with their English and Arabic speaking, female and male target audience. The first campaign was a dialogue asking the audience to select their favourite room in the house. Upon response, they then immediately received a tailored follow-up message with an invitation to the store including a 30% discount. The second campaign dialogue asked if the target audience had 1000 euro, what room they would furnish (bedroom, living room, dining, kids). Upon selection they received a second follow-up message focused on their room choice which invited them to visit the Midas website and/or showroom while offering a special incentive.

Replying to any dialogue message is always free.