A sneaker marketplace uncovers their IG audience’s favorite brands with a simple DM
We The New takes after it’s namesake, re-inventing the business model for sneaker resellers worldwide.
sucess story
A sneaker marketplace uncovers their IG audience’s favorite brands with a simple DM
A lesson on listening to your audience, then delivering a personalized experience.
the problem
By taking on such a huge mission, the brand has to stay connected to their audience and ensure their drops sell out. The ideal way to keep their finger on the pulse is by listening and being heard. More specifically, listening to their customers and carrying the brands they are looking for, while also being heard, cutting through the social media noise and keeping awareness up on their limited drops.
the strategy
Tapping into the power of IG DM automation, We The New set up a very simple sign up flow for early access to their winter sales. With a much higher reach than email, SMS or an IG post, utilizing this new channel ensured their winter sales would be seen by a higher percentage of their audience. Taking a step back to learn more about their audience, the brand then launched a series of engagements that teased the coming sale, while also uncovering each person’s favorite sneaker brand. With this question alone, the sneaker market place was able to better personalize the experience and capture great insights for future segmentation. Post launch, We The New followed up with their audience asking if they found their favorite pair, and if they did, which one they cop’d. This conversation not only felt intimate and real to the user on the other end, it continued to grow their understanding of their customer base.
the solution
While the early access campaign was a great success, We The New wanted to hear from their audience if they enjoyed the new, IG DM experience as well. Following up with all those who initially signed up for their Winter Sale early access, with almost 74% completing the entire survey. We The New was able to uncover exactly what their audience valued about the IG DM campaign, learning that 93% of their audience would welcome another similar initiative.
key metrics
The campaign reached a 73.7% overall completion rate, with 93% of the audience saying YES to more IG DM Campaigns.
the results
Instagram DMs at scale unlocked a new potential for personalizations for We The New.
Completion rate
73.7%
IG DM Opt-ins
93%
“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"
