How ASICS went 1:1 (on IG DM!) to tell their story with Brain Dead
ASICS is a world renowned Japanese sportswear brand sporting 562k followers on Instagram.
sucess story
ASICS went 1:1 with their IG audience to tell their collab story with Brain Dead
The results were staggering 😎
the problem
Launching a new product on IG, cutting through the noise and connecting with your core audience is a challenge for every brand and has been top of mind for the marketers over at ASICS. On the top of their list, the brand was looking to create a more one-on-one feel to tell a product, collab or collection's story through their new program, ASICS Launches. Additionally, ASICS also wanted to test excitement, and letting true fans get first dibs.
the strategy
Leveraging their highly-coveted, limited edition collaboration with Brain Dead, ASICS utilized Drop and IG DM to close the social media gap and create a more meaningful product launch experience. Removing friction for customer sign-ups for the new launchpad with a conversational flow right within Instagram DM. The brand checked the pulse for demand through each new subscriber, with those interested in the coming Brain Dead release sharing their email, phone number, location and Instagram profile info to get early access. The brand introduced the partnership's storyline through a series of touchpoints, from a tell-all behind the design and inspiration to a D2C video campaign. Each viewer was exposed to the inner workings of the coming drop, and the collab's hype was further deciphered through their engagement.
the solution
Letting their new IG DM audience be the first to know when the Brain Dead collab dropped, core fans were able to snag the product without the normal frustration of super-limited releases, offering an exclusive experience that boosted good-will and loyalty before ultimately selling out.
key metrics
Reaching an 81% completion rate with 75% CTR from the first text to the final onboarding process, the following campaigns got an average of 44% CTR.
the results
ASICS did it big for their first Instagram DM campaign at-scale.
Fully-onboarded
81%
Click-through-rate
75%
“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"
