The Case of CAFU
CAFU was incepted in UAE in 2018 as the first of its kind entity that provides fuel 24x7 fuel 24x7 delivery services. CAFU wanted to promote itself by intensifying awareness and encouraging the customers to download the CAFU app. Etisalat Information Services helped CAFU accomplish this objective by executing a robust SMS and email campaign.
Challenges
The novel status of CAFU was inhibiting its exposure and potential for promotion. It demanded the execution of a well-targeted campaign to reach out directly to the customers. Etisalat Information services diagnosed that CAFU is required to segment the customers based on factors like age, gender, vehicle ownership and location. We also identified a lack of exciting offers that entice customers to take a call to action.
Solution
After analyzing the requirements, we devised a comprehensive SMS campaign aiming to deliver 1.5 million messages to the emirates of Ajman, Dubai, Sharjah and Umm Al Quwain. It helped raise awareness and prompted customers to download the CAFU app. The objective of our campaign initially was to entice customers to download the CAFU app with the help of SMS content urging the customers to download the app by clicking the download link integrated into the body of the SMS. We also recommended giving attractive offers to motivate customers to click the download link.
The outcome achieved by EIS
- Our recommendations made a remarkable difference to the CTR and downloads for CAFU, making the campaign a success.
- The messaging campaign successfully delivered an impressive CTR of 3.5%.
- The campaign prompted an estimated 52,500 app downloads.
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