Case Studies

Talking Text Strategy with Diane von Furstenberg

Written by Jennifer Yeadon | Aug 16, 2024 4:00:00 AM

Diane von Furstenberg (DVF), a renowned women's apparel brand, sought to enhance its digital engagement and drive revenue through a strategic SMS marketing program. With a diverse product line and a strong brand identity, DVF partnered with Wunderkind to refine their SMS approach, aligning it closely with their email marketing strategy to create a cohesive customer experience.

Key Results

  • the debut of the DVF wrap dress
  • click-through rate for the Kason dress text campaign
  • click-through rate for a "last chance" Memorial Day text

Challenge

DVF faced the challenge of optimizing their SMS marketing strategy to drive revenue and improve customer engagement. With a strong brand presence and frequent product launches, DVF needed to ensure their SMS campaigns were not only aligned with their email marketing efforts but also tailored to capture the immediate attention of their audience. They sought to increase traffic to their site, enhance customer interaction, and leverage SMS for key promotional and brand-building moments without overwhelming their subscribers.

Solution

To address these challenges, DVF partnered with Wunderkind to develop a cohesive SMS marketing strategy that integrated seamlessly with their existing email campaigns. DVF aligned their SMS and email campaigns to complement each other, using SMS for immediate, attention-grabbing messages and email for more detailed storytelling. They focused on key metrics like revenue and click-through rates, crafting high-impact SMS campaigns around major brand moments and promotions. Additionally, DVF tailored the tone of their SMS messages to be more personal and conversational, recognizing the intimate nature of the channel. Wunderkind's platform enabled DVF to automate recurring campaigns like cart abandonment reminders, ensuring consistent engagement and revenue generation with minimal manual intervention.

Results

By partnering with Wunderkind, DVF successfully transformed their SMS marketing strategy, achieving significant increases in both revenue and customer engagement. The integration of SMS with their email marketing efforts led to a far more cohesive and effective digital strategy. Notably, DVF saw a substantial boost in revenue from their Wunderkind-driven SMS campaigns, including from their International Women's Day preview text, a 16% click-through rate for their Kason dress text, and an always-on cart mop-up text that is a big revenue driver. The ability to automate and optimize campaigns also allowed DVF to maximize their marketing efficiency, leading to sustained growth and stronger connections with their audience.

""We love working with [Wunderkind], and I think we have such a close partnership that - all of those wins in terms of our text, top performers - those didn't happen overnight. We've been working on our tech strategy for a long time in really close collaboration with with Wunderkind.""

- Sarah Townsend, Digital Experience Manager, DVF
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