Functional Tennis is dedicated to helping tennis players elevate their game through innovative products and resources, including their flagship training racket, the Saber. With a community of over 1 million Instagram followers, they share engaging content daily to connect with and inspire tennis enthusiasts worldwide.
However, despite their large social following, the challenge has always been converting followers into loyal customers and repeat buyers.
This case study explores how Functional Tennis tackled this challenge by leveraging Gatsby to grow their email list, drive multi-channel engagement, and boost Shopify sales using a giveaway campaign.
Challenge
With over 1 million followers on Instagram, Functional Tennis excels at engaging their audience with content. But like many brands, they faced a gap between social media engagement and revenue.
Relying primarily on Instagram meant limited direct touch points with their audience, making it difficult to drive traffic to their Shopify store.
To bridge this gap, they needed a strategy to turn followers into email subscribers and integrate them into their Klaviyo flows. This would allow the brand to reach customers through multiple channels, nurture them with tailored content, and drive purchases over time.
Campaign
Functional Tennis ran an Instagram giveaway featuring their popular Saber training racket as the prize. They invited followers to enter by commenting a specific keyword on the post. The campaign aimed to:
- Drive Instagram engagement
- Convert engaged followers into email subscribers
- Use Klaviyo flows to nurture subscribers and drive purchases
Results
Through the 4-day campaign, Functional Tennis saw:
-
Keyword DM Entries:
A total of 2,288 Instagram Users commented the keyword, entering the contest and engaging directly with the brand. -
Email Subscriber Growth:
Of those entries, 1,790 Instagram Users joined Functional Tennis’s Klaviyo email list, achieving an impressive 78% conversion rate from DMs to email subscriptions. -
Immediate Purchases:
Within the first few days, 4 of these subscribers went on to purchase products from Functional Tennis’s Shopify store, representing a significant ROI on the campaign. Importantly, 3 out of these 4 transactions came from new subscribers that were added just from the giveaway. More sales will roll in as these new subscribers flow through their Klaviyo nurture campaigns.
Behind The Scenes
Converting Instagram Followers to Email:
When an Instagram User commented the keyword of "SABER" it kicked off a DM flow that subscribed them to their Klaviyo email list:
With Gatsby’s strong Klaviyo integration, the keyword “Saber" synced to Klaviyo, allowing the brand to send out targeted messaging to these entrants.
Read More:
Learn more about List Growth from DMs
Learn more about Gatsby / Klaviyo Flow Templates
Learn more about our Klaviyo Integration
