Refunder sent one of Sweden's largest RCS campaigns during Black Friday
- Background information
Black Friday is not only one of the biggest promotional periods of the year. It’s also a stress test for many customer dialogs. As inboxes fill to the brim and SMS volumes skyrocket, it becomes brutally clear which messages are actually getting through – and which are getting lost in the noise. In the middle of the busiest shopping week of the year, Refunder decided to take a strategic step forward. Instead of a traditional campaign message via email or SMS, they tested the new format RCS (Rich Communication Services) in one of Sweden’s largest initiatives in the channel. The aim was to break through the noise, create higher engagement than traditional SMS and at the same time strengthen both brand position and conversion.
- Refunder Customer case
The challenge: Maximum competition for attention
During Black Week, the pressure on all channels increases significantly. Emails and SMS messages can increase by several hundred percent compared to a normal week, and for many companies Black Friday is the most intense communication day of the year.
But when everyone is communicating at the same time, strong offers are not enough. Visibility decreases and customers’ attention becomes even harder to capture.
"For us, Black Friday wasn't just about reaching out - it was about creating a more inspiring and engaging experience for our members. With RCS, we were able to take a clear step forward and test a channel that gives us both creative freedom and better customer experience. The results show that this is a channel we want to continue exploring."
Åsa Adler, Head of Campaigns, Refunder
- Refunder Customer case
The solution: RCS with full range via SMS fallback
Refunder sent over 100,000 Black Friday messages where RCS was used for recipients with support for the format, while others were automatically reached via SMS. The strategy was seamless and without any drop in delivery.
The RCS format made it possible to present multiple campaigns in the same message, work visually with images and clear CTA buttons, and create a more inspiring experience directly in the customer’s messaging app. Instead of a traditional text message, the recipient received what felt like a mini campaign – neatly packaged, with multiple images and easy to act on.
- Refunder Customer case
The result: 9 out of 10 openings - in the middle of Black Week
Despite the extreme competition, the campaign delivered an opening rate of 90%. That’s a strong result in itself – but the business benefits don’t stop there. By combining high reach with an engaging format, Refunder:
- Increased visibility in a period where everyone is communicating at the same time
- Stronger brand position as an innovative and digitally forward-thinking player
- A more conversion-driven customer journey with a shorter path to click
- Valuable experience and data on the performance of next generation messaging formats
- Refund Customer case
Staying ahead provides both a head start and strong business value
Being early with new technologies is not about testing for testing’s sake. It’s about competitive advantage. In this case, implementing RCS positions Refunder as a company at the digital forefront. It also contributes to a customer dialogue that is modern, more visual, clearer and better adapted to how consumers actually interact today.
When more companies start moving towards the same format, Refunder has already had time to test, optimize and build valuable knowledge. This gives a real head start – both in terms of communication and business.
A shift in how brands meet customers on mobile
RCS is not just a new format. It is the next level of mobile communication from brand to customer. It combines the reach of SMS with significantly greater functionality: more data points, better optimization capabilities and a stronger, more interactive customer dialogue over time. Those who start now will build experience, insights and valuable customer relationships before the rest of the market catches up.
In Sweden, RCS is currently widely supported on Android. During the first half of 2026, Apple (iPhone) is also expected to be able to fully receive RCS, which means that the channel will reach virtually the entire Swedish mobile market. This makes the timing extra interesting – to be up and running already now is to secure a head start when the reach becomes total.
Above is a mockup of Refunders RCS campaign for Black Friday.