Kulani Kinis Grows SMS List with 'Get Early Access' Instagram Ads

Written by Brett Bernstein | Jun 21, 2024 1:04:31 PM

Kulani Kinis is one of the fastest growing swimwear companies, known for fun and innovative designs, with a high attention to quality, detail, and customer service.

With creative marketing strategies like mystery products and frequent product collaborations, it’s no surprise Kulani Kinis just surpassed 1 million Instagram followers.

The team excels at making all their swimwear customers and followers feel special, using integrations between Gatsby, Klaviyo, and Gorgias to manage their growing customer community.

So when we introduced our new DMs for List Growth product, Kulani Kinis started thinking up creative ways to leverage the technology.

Given their high conversion rates with Klaviyo SMS, their first test with the DM automations focused on acquiring high-quality SMS subscribers from Instagram, and letting their Klaviyo Flows drive conversions.

By using Story and Reel ads, they targeted new customers with a CTA of: "DM us the phrase 'Summer Souls' to get first access to the new Kulani Kinis X Pura Vida collaborative designs."

As shown below:

What happens next?

When an Instagram User messages them the keyword of "Summer Souls" it kicked off a DM flow to subscribe them to SMS:

Goal:

Acquire new SMS subscribers from Instagram by offering early access to new Kulani Kinis X Pura Vida Collaboration.

Solution:

Use Meta Ads targeting potential customers, with a call-to-action to DM the key phrase. This initiates Gatsby's DMs for List Growth.

Set up a campaign like this:

Kulani Kinis created 2 Instagram DM auto-replies in Gatsby (10 minute setup):

Step 1: DM Keyword "Summer Souls"

Kulani Kinis automatically replies back to that keyword with:

"Reply with your phone number to be the first to shop the Kulani Kinis x Pura Vida collab!"

Step 2: SMS List Capture

When an Instagram user chooses to reply to Step 1 with their phone number, they receive the following branded button in the DM to join their SMS list for early access:

Step 3: Create Meta Ad

Target new customers with Stories and Reels which make it easy for Instagram Users to send you a Direct Message (DM) right from the ad.

What's Next?

In addition to driving list growth, Gatsby is now keeping these new SMS subscribers in sync between Instagram and Klaviyo. That means when these subscribers follow Kulani Kinis or tag them in UGC, that engagement is being tracked in Gatsby and Klaviyo automatically.

This integration enables brands like Kulani Kinis to maximize the value of their Klaviyo subscribers and integrate social media with their email and SMS marketing.