CM.com wins RCS trophy from af2m for Jennyfer campaign

Just a week after the prize at Mobiles d’Or Evening, CM.com announced that it had won a trophy from af2m for an RCS campaign performed for Jennifer Brand (Don’t Call Me).

The campaign, held in the fourth quarter of 2021 during year-end celebrations, was intended to test the new capabilities of RCS, the new business messaging standard supported by major operators and Google, and already has more than 17 million users in France. is counting.

“We were looking for a new channel that was both richer, more mobile and more conversational, and RCS answered all of these issues,” explains Julia Faucher, CRM Manager at Don’t Call Me Jennifer, to justify this choice.

For this test, the brand sought to dematerialize and personalize the Christmas catalog through the carousel, in order to discover a selection of personalized products according to the tastes of customers. Also, the campaign aims to generate maximum traffic to both Don’t Call Me Jennifer’s mobile site and its stores geolocated in a smartphone mapping application.

“More than a third of our customer base is already RCS compatible, which is very positive for such young technology and much better than what we typically get with relational email.” Julia Faucher, CRM Manager at Don’t Call Me Jennifer.

“RCS is a premium channel that can not only meet performance objectives, but also deliver awareness through more visual, more interactive and more impactful messages” says Clementine Borreau, Business Development Executive @CM.com

While partners do not share click-through or sales data, they agree to the paradigm shift introduced by this new environment.

“Our feeling is that users no longer want to just be ‘informed’ and then bounce back to a site or app. They actually want to consult the product carousel, to communicate with the brand, at the time of the conversation. This is clearly a new deal for us, and we believe that the next step could be to test RCS’s m-commerce capabilities, and Really engaging in “interactive commerce,” Julia Faucher, CRM Manager, Don’t Call Me Jennifer.

“As a consortium of multi-operator solutions, AF2M is proud to participate in the animation of the business messaging ecosystem in France. We look at 20 years of SMS to make its successor, RCS, an essential lever in the marketing mix of brands. We intend to capitalize on the experience of Don’t Call Me Jennifer and CM.com for taking on this challenge as well as all of our aggregator partners who contribute to the impact of this format in France” Business at AF2M Messaging manager Faikal Kaddaur says.

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About the Author: Tad Fisher

Prone to fits of apathy. Music specialist. Extreme food enthusiast. Amateur problem solver.

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