Bailey’s CBD is on a mission to help animals live healthier lives through premium CBD products crafted specifically for pets.
To connect more deeply with their audience and foster a community, Bailey’s teamed up with Gatsby to power always-on Instagram campaigns that consistently grow their email list, engage followers, and complement their high-impact giveaways and VIP campaigns.
The Challenge
While Bailey’s CBD regularly runs targeted Instagram giveaways and exclusive access events, they sought a way to keep followers engaged on a continuous basis without relying solely on these larger, single moment-in-time campaigns.
They aimed to capture these new subscribers passively from Instagram, creating an additional entry point to their Klaviyo welcome flow with minimal setup, similar to the passive Klaviyo popup on their website.
"Gatsby adds huge value... their Klaviyo/Instagram integration empowers our brand to scale our email marketing via our brand's most exposed social channel: Instagram."
Aaron Argueta Co-Founder & CMO at Bailey's CBD
The Solution
Bailey’s CBD introduced an always-on Instagram campaign that invites followers to message the keyword “CBD” for access to exclusive offers and perks.
By simply adding this call-to-action to their Instagram bio, they created a campaign similar to their website welcome popup, but rather than converting their Shopify website visitors into subscribers, they are reaching Instagram users.
When Instagram Users DM the keyword 'CBD', they receive the following experience to seamlessly join their Klaviyo email list:
This setup brings Instagram followers directly into Bailey’s Klaviyo welcome flow, making it a low-effort way to turn engaged fans into email subscribers and ultimately, into customers.
"Our brand is able to collect emails from users who send us keyword triggers... maximizing our engagement and revenue potential with our audience."
Aaron Argueta Co-Founder & CMO at Bailey's CBD
Results
The always-on campaign has quickly become an essential part of Bailey’s CBD’s community-building strategy. By integrating Gatsby, Bailey’s captures and connects with followers in a way that’s both scalable and sustainable, turning engaged social media fans into customers and driving real sales impact.
- 83% Conversion Rate: Among followers who DMed “CBD,” 83% joined Bailey’s email list, providing a steady boost to subscriber growth.
- High Sales ROI: About 10% of these Instagram-converted subscribers have since made purchases through Bailey’s Shopify store, demonstrating a strong sales ROI.
- Continuous Engagement Channel: Serving as a parallel entry point to Bailey’s Klaviyo welcome popup, the campaign captures subscribers continuously, without requiring ongoing management.
- Enhanced Campaign Flexibility: Beyond the always-on campaign, Bailey’s CBD leverages Gatsby to run giveaways, VIP events, and early access campaigns, adding value for their community and encouraging deeper engagement.
What's Next?
Bailey’s CBD continues to evolve its community engagement strategy by integrating Instagram with email marketing to create ongoing connections with their pet owners.
With Gatsby, the “CBD” keyword seamlessly syncs to Klaviyo, allowing Bailey’s to segment subscribers based on the campaign they came through.
This segmentation enables Bailey’s to create highly targeted retention flows depending on which Instagram campaign they entered in (notice the subscriber above entered the CBD campaign and the DOGGO campaign). This keeps their subscribers engaged with tailored offers, product updates, and exclusive content.
By combining this always-on approach with seasonal giveaways and VIP events, Bailey’s CBD has built a thriving community, ready to support their mission to improve pets' lives while driving valuable retention and sales year-round.
What's next?
Learn more about List Growth from DMs
Learn more about our Klaviyo Integration
