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About

Supergoop! is the first protective skincare brand 100% dedicated to SPF, making it easy to incorporate UV protection into your daily routine.

Background

Supergoop! is on a mission to change the way people think about sunscreen. SPF is critical to our health and wellness, which is why Supergoop! is constantly creating new products that people can easily add into their everyday routine.

Challenge

Supergoop! was looking for an engaging way to communicate with their core audience of millennial, mobile-first shoppers. They not only wanted to feature their products, but also to build brand awareness and educate consumers about the importance of sun protection.

Solution

Partner with Attentive to engage with Supergoop! shoppers in a familiar way using text messaging. Educate, drive sales, and create a new channel for two-way, real-time interactions with customers.

Strategy

Supergoop! drives opt-ins for their messaging channel by using Attentive’s “two-tap” sign-up on their mobile and desktop websites. The Attentive team designs and customizes their creatives. After subscribers join, they receive an automated series of “welcome” messages.

Supergoop! rewards VIP mobile shoppers with exclusive offers and first access to new products. One example of a tactic that has proven to be especially successful is sending out national promotions to their text message audience one day earlier.

Mobile subscribers also receive individualized reminders about available coupon codes or recently abandoned carts. Supergoop! partners with Attentive to fully automate these messages, allowing for personalization at scale.

They also use text for their “Sun 101” series, educating subscribers about the many benefits of protecting yourself against the sun. The brand has found that using a genuine, relatable voice in their mobile messages helps maximize subscriber engagement.

Results

Supergoop! has seen fast growth of subscribers for their mobile messaging channel, more than 10x compared to that of email growth rate.

The program overall delivers 30x+ ROI. For Supergoop!, the average revenue per visit of shoppers coming from Attentive is nearly 2x that of email subscribers. On average, the automated text messages have an 80% CTR and a very strong conversion rate.

Mobile messaging has quickly become one of our top revenue channels, and on some days, it’s our highest performing one. Performance has been incredible across all of the metrics we look at. When we consider the revenue generated versus the resources invested, Attentive has been tremendous for us.

Supergoop
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