440% revenue lift on Molly&My's first RCS campaign

When Molly&My sent their first RCS campaign, the goal was not only to test the new messaging format, but also to see how the format performed compared to classic SMS campaigns.

The result was clear.

The campaign increased revenue by 440% per recipient compared to SMS campaigns sent to the same segment in 2025. At the same time, ROAS increased by approximately 112%.

In this case study, we review the campaign and the elements that made it successful.

About Molly&My

Molly&My is a Danish e-commerce company that has been building a strong universe for fashion lovers since 2015. From the head office in Fredericia, more than 100 employees send out parcels every day to customers looking for everything from women's and children's clothing to shoes, jewellery and beauty products.

With a focus on inspiration, fast delivery and attentive customer service, Molly&My has built a strong community around the brand over the years.

Molly&My first RCS campaign

At Molly&My, they are always working on new ways to engage customers. That's why they quickly agreed to test the new message format, RCS.

Read also the article: What is RCS?

The campaign was sent to their Norwegian customer list, and was based on Molly&My's popular lucky bags. A concept where customers can buy a bag of selected products for a single price.

The RCS campaign delivered great results. Compared to previous SMS campaigns sent to the same segment, revenue per recipient increased by 440%.

To present the lucky bag concept, while supporting the message in a personalised way, Molly&My included a short video directly in the message along with a well-worded message text and a clear call-to-action button.

The result was a campaign with high engagement and strong performance - and clear proof of how RCS can lift a classic mobile campaign.

What made the campaign effective?

The campaign consisted of one RCS message where Molly&My combined video, text and a clickable button. The message was relatively simple, but several elements played an important role in its performance.

#1 Verified shipper

Firstly, the message was sent from a verified sender - a RCS agent. This made it clear to the recipient that the message came directly from Molly&My. A clear sender generally creates credibility and makes the message more recognisable in the inbox.

#2 Video

In addition, the RCS message included a short video explaining the concept behind the lucky bags in a personalised way that matches Molly&My's brand. The video made the message quick to understand and it was clear what the customer could expect by clicking through.

#3 Simple message and urgency

The message in the message was also very simple. The happiness bags were presented as an attractive, high-value offer and the message used urgency to emphasise that the bags could sell out quickly.

#4 Clear CTA

In the end, there was only one clear call-to-action in the message, which made it easy for the recipient to click straight through to the webshop and buy a lucky bag.

What can you learn from Molly&My's RCS campaign?

Although this is just one campaign, the results point to some principles that may be relevant for other e-commerce companies to test and work with.

1. Explain the product
When a product or concept needs a little explanation, video can make a big difference. In Molly&My's case, the short video quickly made it clear what a lucky bag is and what value it brings to the customer.

2. Keep the message simple
The campaign had one clear focus: the lucky bags. This made the message easy to understand and easy for the recipient to act on.

3. Use one clear CTA
By having only one button in the message, the next step was clear to the recipient - to click through and buy a lucky bag.

4. Create urgency
By emphasising that the good luck bags can sell out quickly, recipients were encouraged to act immediately.

The case study shows how RCS marketing can allow companies to combine the direct format we already know from SMS with more visual and interactive content - creating even higher engagement with recipients.

‍