Decreasing CPL’s by 50% and reaching 19X ROAs with a new Social Commerce channel
With it’s roots in an accelerator program backed by LVMH, The Bradery is startup and social commerce native, hosting pop-ups of premium brands on Instagram.
sucess story
Decreasing CPL’s by 50% and reaching 19X ROAs with a new Social Commerce channel
How this youth-led brand connects, nurtures, and sells 1:1 with their Instagram audience
the problem
The Bradery is a socially native marketplace that is focused on connecting 1:1 with their audience on IG. Even though costs per customer aquisition are skyrocketing and paid ad efficacy is decreasing since iOS14, customers are demanding a more personalized and instant experience.
the strategy
For their exclusive collection with womenswear brand ba&sh, they piggy-backed off the success of their first partnership and launched a “Guess Who?” campaign on Stories for a chance to win the entire capsule. Taking on a different approach with their upcoming Nike collab, the retailer shared two photos of models Emily Ratajkowski and Hailey Bieber in Nike Air Force 1’s, asking their audience, which team they were on, with a CTA to DM their answer. Pushing this initiative with paid ads, The Bradery was able to broaden their scope with an exciting CTA, growing their leads right within Instagram’s Direct Messaging channel. All new IG DM subscribers were asked to share their email to participate, growing their owned CRM with just a quick (automated!) conversation. When it came time to share the limited Nike and ba&sh drops, DM subscribers were the first to know and shop, all with a simple DM from the brand.
the solution
The Bradery launched an engagement-based campaign that captured leads into IG DM flow, keeping the audience to customer journey short by sharing shoppable drop release via IG DM. This strategy boosted paid ad efficiency with low-risk CTA (just send a DM!) which instantly responded to audience with personalized messaging.
key metrics
The campaign reached 19x return on ad spend, with $4,083 in paid ads and $77,804 of revenue generated.
the results
The Bradery was able to maximize their ad spend to new heights with DMs at scale.
Ad Spend
$4,083
Return-on-ad-spend
19x
Revenue Generated
$77,804
“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"
