A HooHaa txt alert was sent out on behalf of a major sporting retailer to members at 9.00am on a Thursday morning. The txt alert invited members to go into the retail store to purchase items at a discounted rate. Members were required to show the txt message at point of sale to be eligible for the discount. The offer was available for 3 days only. During the week that the txt campaign was sent there was no other supporting media in the market. A web-based survey was used to collect the usage data from members that were sent the txt message.
Key Campaign Results
Open and Read Rates
• 99.73% overall open and read rate of the txt message.
• 89.5% saw the txt message, opened and read it immediately.
• 95.5% left the message in their inbox without deleting it.
Message Recall
• 76.3% could remember the last message they had received from HooHaa without prompting.
• 93.8% after prompting could remember the last message they had received from HooHaa.
Brand Recall
• 82.94% could recall before prompting who the specific advertiser was that had sent the offer.
Response Rates
As a result of receiving the txt message 19.95% of respondents visited a store of the advertiser.
• 10.22% then went on to purchase.
• 94.93% of those who took up with offer did so within 2 days of receiving the txt message.
• 40.49% did not take up the offer, however they had intended to if they had more time
Forwarding
• 51.4% told someone else about the offer once they received it.
• 38.2% recommend to someone else they take up the offer.
• 16.7% forwarded the txt to others, thereby enabling them to make use of the discount
Source: Buzz Channel, May 2008 n = 1478
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