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

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.

Key Metrics

19x ROAs


Ad Spent


Revenue generated

The Challenge

  • Socially native marketplace that is focused on connecting 1:1 with their audience on IG
  • Skyrocketing cost per customer acquisition
  • Lowering Paid ad efficacy since iOS14
  • Demand for more personalized and instant experience from customers

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

  • Launch engagement-based campaign that captured leads into IG DM flow
  • Keep audience to customer journey short by sharing shoppable drop release on IG DM
  • Boost paid ad efficiency with low-risk CTA (send a DM)
  • Instantly respond to audience with personalized messaging


Here's what's in it for you:

  • Engagement with an audience you built
  • Lower CPMs/CPLs/CPAs
  • Increased revenue with existing and new customers

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