Standout Campaigns That Turned Messaging into Engagement

In a world full of emails, ads, and social media noise, text messaging cuts through like few other channels can. According to Decision Telecom, about 65% of companies plan to spend more on SMS marketing next year, and nearly 70% are confident in its long-term potential.

People read their texts — and they read them fast. But not every campaign succeeds just because it lands in someone’s inbox. The best ones use creativity, timing, and authenticity to make people respond, click, or buy. Let’s look at a few standout SMS marketing examples from different industries — and what each teaches us about turning simple messages into real engagement.

1. Retail: Sephora’s Personalized Beauty Reminders

Sephora’s SMS strategy focuses on relevance. Instead of sending the same promotion to everyone, they use customer data to personalize their messages. For instance, when a customer’s favorite product is running low based on purchase history, Sephora sends a friendly reminder — often with a small incentive like double loyalty points.

These messages feel less like ads and more like thoughtful nudges. The personalization works because it solves a real problem (running out of a favorite product) rather than pushing random sales. Sephora’s approach shows that successful SMS marketing doesn’t have to be flashy; it just has to be useful.

What made it work:

• Smart use of purchase data
• Personalized timing and offers
• A clear benefit for the customer

2. Food & Beverage: Domino’s Easy Order Campaign

Domino’s mastered simplicity with their “Easy Order” SMS feature. Customers who opted in could text a single pizza emoji to place their favorite order instantly. The campaign combined convenience, humor, and branding in one message.

It turned ordering pizza into something almost playful — and that made people talk about it. More importantly, it lowered the barrier between desire and action. Hungry customers didn’t need to open an app or website; they could just send one text and get food delivered.

What made it work:

• Simple action (texting an emoji)
• Fun, brand-consistent tone
• Instant reward: pizza on the way

3. Entertainment: The “Stranger Things” Netflix Text Line

To promote a new season of Stranger Things, Netflix launched a campaign that let fans “text” a number connected to the show’s characters. Subscribers received cryptic, story-driven messages that deepened the show’s mystery.

It wasn’t about selling subscriptions — it was about building excitement and immersion. Fans felt like they were part of the story. The campaign generated massive engagement because it used SMS as an extension of the narrative, not just a marketing tool.

What made it work:

• Interactive storytelling
• Emotional connection to the content
• Seamless link between entertainment and engagement

4. Hospitality: Marriott’s Stay Connected Updates

Marriott uses text messaging to improve the guest experience. Before check-in, guests receive a text confirming their stay, with options to upgrade rooms or request amenities. During the stay, they can text staff for towels, late checkout, or local recommendations.

This approach turns routine service into a personalized, friction-free experience. Guests don’t have to wait on hold or download an app; they just send a quick message. For Marriott, this builds loyalty and encourages repeat bookings without heavy-handed marketing.

What made it work:

• Focus on convenience and service
• Real-time two-way communication
• Strengthened brand relationship through small interactions

5. Nonprofit: Charity: Water’s Donor Updates

Charity: Water took a different angle with its SMS strategy — using it to report progress, not just ask for donations. Donors receive text updates showing where their contributions are making an impact, often paired with photos or GPS data of new wells being built.

By closing the loop between donation and outcome, these texts build trust and emotional connection. Donors feel part of the mission, not just like a source of funds. The transparency also encourages repeat giving.

What made it work:

• Honest, consistent updates
• Emotional storytelling
• Turning donors into active participants

6. Fashion: Nike’s VIP Early Access Alerts

Nike uses SMS to create exclusivity. Members of their loyalty program get early alerts about product drops, along with a direct link to shop before anyone else. These messages tap into a sense of privilege and community, especially among sneaker collectors.

Nike’s texts feel personal and exciting, even when sent to thousands. The brand doesn’t flood customers with constant messages — it saves them for moments that matter, which keeps engagement high.

What made it work:

• Limited, high-impact messages
• Sense of exclusivity and belonging
• Strong brand consistency

What These Campaigns Have in Common

Looking across these SMS marketing examples, a few patterns stand out:

• Relevance beats volume. Brands that tailor messages to timing, behavior, or interests see better engagement.
• Simplicity wins. Whether it’s texting an emoji for pizza or tapping a link to refill a prescription, the fewer steps, the better.
• Conversation feels better than promotion. The most successful SMS campaigns create dialogue, not just broadcasts.
• Trust matters. People respond when messages feel respectful and valuable, not intrusive or spammy.

Turning Inspiration into Action

You don’t need a massive budget or celebrity brand to build effective SMS campaigns. Whether you’re a small business or a nonprofit, the key is knowing your audience and sending messages that genuinely help or delight them.

Start by asking: What problems can a simple text solve for your customers? What moments could a timely message improve? When used thoughtfully, SMS can be more than just a marketing channel — it can be a way to stay connected, build trust, and drive meaningful action.