WAMA Underwear Case Study

WAMA Underwear is the leading global seller of organic hemp underwear. Hemp underwear is a sustainable, eco-friendly alternative to cotton. Since hemp fabric is naturally anti-bacterial with anti-odor properties, is super comfortable and breathable, it is perfect for underwear. 

WAMA Underwear was looking to re-implement an SMS program after a previous SMS program launch attempt. They needed an SMS expert to provide a competitive analysis for applicable SMS providers, as well as develop and launch a comprehensive SMS marketing strategy.

Due to the unfortunate negative stereotyping of hemp-based businesses, finding a reputable and cost-effective SMS provider posed a big challenge for the client. Many email marketing and SMS marketing providers will not work with CBD-based businesses, and unfortunately also lump hemp-based businesses into this category (including hemp-based textiles, hemp beauty products, and more). 

The client also had a pressing need to develop and execute a comprehensive SMS marketing strategy ASAP.

Amanda conducted a thorough market research and competitive analysis with various SMS providers to find a suitable SMS provider for WAMA Underwear that allows marketing of products in the hemp industry. Providers reviewed included Klaviyo, SMSBump, Attentive, and others. Ultimately, SMSBump emerged as the most fitting solution for the client and their needs. 

Amanda provided expert guidance to update WAMA Underwear's mobile legal documents, such as the Privacy Policy and Mobile Terms of Service. 

The SMS program was successfully launched through SMSBump. Amanda implemented strategic pop-up forms on the WAMA Underwear site to capture new SMS customer opt-ins. 

Amanda also created a set of tailored SMS flows aligned with WAMA Underwear's brand messaging, targeting different stages of the customer journey through SMS, including: Welcome Series flow, Abandoned Cart flow, Browse Abandonment flow, Winback flow, Post-Purchase Cross-Sell flow, and a Post-Purchase Up-Sell flow.

The initiative yielded outstanding results, including:

• A 129% increase in Subscription Rate (compared to the previous SMS program launch).
• The newly created SMS Welcome Series achieved an impressive 12% Conversion Rate within the one month of launching, demonstrating strong customer reception and engagement with the strategy.
• The SMS number collection pop-ups also saw a good 4% Form Submission Rate, thus showing Amanda's effectiveness of the strategy in driving customer interaction and acquisition. 
• The SMS program re-launch with the new strategy ultimately accumulated in an overall 830x ROI.