WAMA Underwear Case Study

WAMA Underwear, the leading global organic hemp underwear brand, needed to re-launch an SMS marketing program after a previous attempt failed. The core obstacle wasn't strategy — it was industry access. Most reputable SMS providers restrict hemp-based businesses alongside CBD brands, regardless of whether the products contain cannabinoids. Finding a compliant, cost-effective platform that would actually work with WAMA was the make-or-break decision the entire program depended on. 

I conducted a structured evaluation of SMS providers — including Klaviyo, Attentive, SMSBump, and others — assessing each against WAMA's industry classification, compliance requirements, platform capabilities, and cost structure. This wasn't a standard platform comparison; it required navigating grey areas in provider terms of service and understanding how each carrier policy interpreted hemp versus CBD. SMSBump emerged as the strongest fit. 

From there I advised on legal compliance requirements including Privacy Policy and Mobile Terms of Service updates, implemented opt-in capture through strategic site pop-ups, and built a full SMS flow architecture covering Welcome Series, Abandoned Cart, Browse Abandonment, Winback, Post-Purchase Cross-Sell, and Post-Purchase Upsell.

* 830x ROI on program re-launch 

* 12% conversion rate on Welcome Series within the first month 

* 129% increase in subscription rate over the previous program launch attempt 

* 4% form submission rate on SMS opt-in pop-ups  

The entire engagement ran approximately a couple of months, with the majority of strategic value delivered in the provider evaluation and compliance setup phase.