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About

Anthropologie is an American clothing retailer operating over 200 stores worldwide which offer an assortment of clothing, jewelry, home furniture, decoration, beauty, and gifts. Anthropologie is part of URBN brands, which includes Urban Outfitters, Free People, BHLDN, and Terrain.

Background

Founded in 1992, Anthropologie offers a one-of-a-kind and compelling shopping experience that makes women feel beautiful, hopeful, and connected.

Challenge

Anthropologie was looking for new ways to grow its list of text messaging subscribers by leveraging its social following, specifically on Instagram, which has over 4M followers.

Solution

Partner with Attentive to reach Instagram followers and encourage them to opt in to Anthropologie’s text messaging program via Instagram Stories swipe-up.

Strategy

Using Attentive’s Instagram Stories swipe up feature, Anthropologie seamlessly converts dedicated Instagram followers into text messaging subscribers. For their opt-in Instagram Story, Anthropologie encouraged followers to sign up for text messaging to be the first to know about new offers & products. In return, they gave new subscribers free shipping on their next order.

Instagram users simply swipe up on Anthropologie’s Instagram Story, which opens up the user’s phone’s native text messaging feature. There, they’ll see a pre-populated text message giving exclusive permission to Anthropologie to opt them into the text messaging program. The user simply hits “send,” and they are automatically opted in to Anthropologie’s text messaging program.

Results

For Anthropologie’s Instagram Story, of their Instagram followers who swiped up, 48.8% opted in to the text messaging program.

As a brand with social media at the core of our marketing strategy, the ability to utilize Instagram Stories to grow our text messaging subscriber list has been instrumental. Attentive has been a great partner, and we’re very excited about this new channel to grow our subscribers. The high opt-in rates make Instagram Stories swipe-up a necessity in our overall list growth strategy.

Anthropologie
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