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Case Study / L’atelier des ChefsDriving web traffic and enrolment for cooking courses

Campaign ObjectivesL’atelier des Chefs wanted to promote their cooking courses, products and offerings to encourage people to visit the website and to purchase a cooking course. Orange France’s permission- based mobile marketing service, Actu Marques, allowed L’atelier des Chefs to quickly reach and engage with their target audience while gaining insights and driving traffic to their website and stimulating course purchase.

Campaign ResultsMore than 800,000 dialogue messages were sent out and over 28,000 people responded, giving an overall response rate of 4%. Over 23% of those who responded had a smartphone, and clicked through to the website to claim their promotional code, compared to 10% with a feature phone. Women were most responsive to the message. Age was also a factor, with the highest response rates achieved from under 18s amongst the smartphone users and 18-25s amongst feature phone users.

4% overall response rate

16% of those who responded clicked through to the website

Young people (under 18 and 18-25s) were most responsive

Campaign SolutionA text dialogue message was sent to opted-in subscribers to encourage participation and stimulate engagement. Subscribers had to answer a simple question and in exchange were offered a promotion code for a free cooking course. The recipients were given a choice of cooking courses and asked to choose their preference (cooking techniques, macaroon confectionery or terroir). Upon response they instantly received a second message inviting them to the ‘Atelier des Chefs’ webpage including a promotion code for their identified preferred cooking course.

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