success story
sucess story

Making Instagram Organic your #1 Traffic Source With Automated DMs

How a win-win reward system boosted customer acquisition and personalized connection

How a win-win reward system boosted customer acquisition and personalized connection

With an IG audience of 468K, beauty brand Merci Handy is well-versed in connecting 1:1 with their young audience.

the problem

Like all other DTC brands today, increasing customer LTV is both a priority and hurdle for Merci Handy. The brand's young audience expects a more personalized and instant experience but there is no real ways to follow up with interest leads at scale. Instagram Organic used to be a primary traffic source, but the traditional discounts and hooks are becoming routine and don’t move them into the pipeline.

the strategy

A social commerce native, the brand is always uncovering new ways to reward their audience’s loyalty. Launching a new kind of reward on World Emoiji Day, the brand offered their audience, via Instagram Stories, a selection of gifts they could choose as a cart add-on. Participants entered by DM-ing the emoji that corresponded with the gift they’d most like to receive, capturing them into their automated DM channel. Launching a kind of socially-native abandoned cart checkout, the brand re-engaged with those while they were still hot, sending a selection of product via DM to those who didn’t convert immediately.

the solution

Merci Handy crafted a hyper-personalized reward experience right within Instagram DMs. By being low-risk to the participants (AKA in-app) this method was also high-converting. This campaign, that would have cost $2,268 with FB ads to generate, was 100% organic.

key metrics

Instagram Organic was the #1 source for site traffic for 48hrs, reaching a 31% click-through-rate, and 8,423 entries with 100% organic lead generation.

the results

Instagram DMs at scale unlocks the ability for organic growth and retention.

Traffic Source
“Empowering brands around us to be
heard and valued”
Benjamin Benichou
Founder and CEO at Drop

"I spent 10+ years helping DTC brands grow their social audiences and maximize their engagement. They all struggled with moving their followers from social to storefront. Drop is that missing step"

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