--- title: Lingua Franca Converts 500 Instagram Followers into Email & SMS Subscribers for Birkenstock Early Access description: "Lingua Franca converts 500 Instagram followers into email and SMS subscribers for exclusive early access to their Birkenstock collaboration using Gatsby's automated DM and segmentation tools.\n\n===\nMain Point Summary:\nLingua Franca successfully converted 500 Instagram followers into email and SMS subscribers by leveraging Gatsby's automated DM workflow for early access to their Birkenstock collaboration, enhancing engagement and sales." image: https://gatsby.ai/hubfs/Lingua%20Franca%20Birkenstock%20Collab.png --- [Skip to content](https://gatsby.ai/case-studies/lingua-franca-early-access#main-content) [![Gatsby-PoweredByKlaviyo-Logo](https://gatsby.ai/hubfs/Gatsby-PoweredByKlaviyo-Logo.svg "Gatsby-PoweredByKlaviyo-Logo")](http://Gatsby) - [Klaviyo Acqusition](https://www.klaviyo.com/newsroom/gatsby-acquisition) - [Log in](https://next.gatsby.run/login) - [Interest List](https://forms.monday.com/forms/b4f2fec28b2353cd0aba572298cfd98e?r=use1) # Lingua Franca Converts 500 Instagram Followers into Email & SMS Subscribers for Birkenstock Early Access by [Brett Bernstein](https://gatsby.ai/case-studies/author/brett-bernstein) on September 25, 2024 - 593 ##### DM'ed for Early Access 593 Lingua Franca Instagram followers commented or DM'ed "BIRK" for early access to the Birkenstock campaign - 83% ##### Converted to Subscribers 83% (492) of those who DMed the keyword converted into email subscribers for early access, with half also providing their phone number to join as SMS subscribers. "Gatsby has been a crucial tool in helping us seamlessly capture email addresses and phone numbers directly through our social media channels." Madalyn Brandt Marketing at Lingua Franca   This is our second case study with the inspiring brand [Lingua Franca](https://linguafranca.nyc/). In the first one, they ran an Instagram Giveaway that [converted 1,000+ Instagram Followers into Email Subscribers in Under 1 Week](https://gatsby.ai/case-studies/lingua-franca-list-growth). This time they used Instagram to create excitement and offer early access for a new product drop with Birkenstock - converting another 500 followers into email subscribers in the process. ![LF Birkenstock Story example](https://gatsby.ai/hs-fs/hubfs/LF%20Birkenstock%20Story%20example.png?width=602&height=399&name=LF%20Birkenstock%20Story%20example.png) #### Converting IG Followers to Email: When an Instagram User commented or messaged them the keyword of "BIRK" it kicked off a DM flow to subscribe them to their Klaviyo email list: ![LF Birk Email](https://gatsby.ai/hs-fs/hubfs/LF%20Birk%20Email.png?width=602&height=406&name=LF%20Birk%20Email.png) #### Converting IG Followers to SMS: After subscribing to Lingua Franca's email list above, the Instagram user received a follow up message that they could earn a second entry to win a pair of free Birkenstocks by also joining their SMS list: ![LF Brik SMS](https://gatsby.ai/hs-fs/hubfs/LF%20Brik%20SMS.png?width=958&height=660&name=LF%20Brik%20SMS.png) ### Goal: Acquire new Email & SMS subscribers from Instagram by offering their followers early access to new Lingua Franca X Birkenstock Collaboration. ### Solution: Publish an early access campaign to Instagram with a call-to-action to comment or DM the key phrase "BIRK". This initiated [Gatsby DMs for List Growth](https://gatsby.ai/klaviyo-list-growth)and drove over 500 new email subscribers from Instagram. ![LF Birk 3 screen example](https://gatsby.ai/hs-fs/hubfs/LF%20Birk%203%20screen%20example.png?width=602&height=308&name=LF%20Birk%203%20screen%20example.png) ### Behind The Scenes: Lingua Franca created just a few Instagram DM auto-replies in Gatsby to power this workflow (15 minute setup): ##### Step 1: Listen for "BIRK" When an Instagram user DMs or comments the keyword "birk" (or BIRK as Gatsby is not case sensitive) the user receives an automated reply: "Yay! To finish your entry, reply with your email address for early access to our Birkenstock drop and to enter to win a free pair." ![Screenshot 2024-09-24 at 6.04.00 AM](https://gatsby.ai/hs-fs/hubfs/Screenshot%202024-09-24%20at%206.04.00%20AM.png?width=2062&height=434&name=Screenshot%202024-09-24%20at%206.04.00%20AM.png) ##### Step 2: Email List Growth When an Instagram user chooses to reply to Step 1 with their email address, they receive the following branded button in the DM to join their email list for early access: ![Screenshot 2024-09-24 at 6.05.35 AM](https://gatsby.ai/hs-fs/hubfs/Screenshot%202024-09-24%20at%206.05.35%20AM.png?width=602&height=358&name=Screenshot%202024-09-24%20at%206.05.35%20AM.png) ##### Step 3: SMS List Growth When an Instagram user chooses to reply to Step 2 with their phone number for a second entry, they receive the following branded button in the DM to join their SMS list: ![Lingua Franca SMS Capture](https://gatsby.ai/hs-fs/hubfs/Lingua%20Franca%20SMS%20Capture.png?width=2684&height=1676&name=Lingua%20Franca%20SMS%20Capture.png)   "It's an effortless and effective way to foster deeper connections with our audience and expand our brand's reach." Madalyn Brandt Marketing at Lingua Franca   ### Delivering Early Access: For seamless "early access" to this drop, Gatsby syncs Instagram data into Klaviyo, including the "birk" keyword for easy segmentation. Simply segment in Klaviyo for all the subscribers that DM'ed the keyword "BIRK" and send them a tailored flow or campaign for their early access. ![DM Keyword Birk in Klaviyo](https://gatsby.ai/hs-fs/hubfs/DM%20Keyword%20Birk%20in%20Klaviyo.png?width=602&height=307&name=DM%20Keyword%20Birk%20in%20Klaviyo.png) ![Birk keyword for segment](https://gatsby.ai/hs-fs/hubfs/Birk%20keyword%20for%20segment.png?width=1148&height=489&name=Birk%20keyword%20for%20segment.png) ##### Early Access: Birkenstock & LF is Here! By using the Klaviyo segment created by the DM keyword shown above, it's easy to deliver tailored campaigns and flows to your subscribers based on their interest expressed in Instagram, in this case: early access to the Birkenstock collaboration. ![Early Access to Birk Email](https://gatsby.ai/hs-fs/hubfs/Early%20Access%20to%20Birk%20Email.png?width=1035&height=635&name=Early%20Access%20to%20Birk%20Email.png) ### Instagram & Klaviyo In-Sync Once a subscriber comes in through Instagram, Gatsby is consistently keeping their Instagram attributes and events in sync with their Klaviyo profiles - allowing brands like Lingua Franca to run flows that acknowledge and reward customers for posting UGC. ![Gatsby homepage overview klaviyo sync](https://gatsby.ai/hs-fs/hubfs/Gatsby%20homepage%20overview%20klaviyo%20sync.png?width=3000&height=1500&name=Gatsby%20homepage%20overview%20klaviyo%20sync.png) Furthermore, it allows brands to segment their email & SMS subscribers by those that don't follow the brand on Instagram yet. Thereby allowing brands to encourage them to follow their account, and then automatically acknowledge & reward them through a Klaviyo flow (works great with Attentive and Yotpo too!). ![segment doesnt follow on ig yet](https://gatsby.ai/hs-fs/hubfs/segment%20doesnt%20follow%20on%20ig%20yet.png?width=952&height=734&name=segment%20doesnt%20follow%20on%20ig%20yet.png) "By integrating with our existing platforms, it has significantly boosted our ability to grow our online community, resulting in enhanced engagement and a direct impact on sales." Madalyn Brandt Marketing at Lingua Franca   Read More: [Learn more about List Growth from DMs](https://gatsby.ai/klaviyo-list-growth) [Learn more about Gatsby / Klaviyo Flow Templates](https://help.gatsby.ai/en/klaviyo-flow-library-gatsby-templates) [Learn more about our Klaviyo Integration](https://gatsby.ai/klaviyo) [Schedule a call to see if this strategy works for you](https://gatsby.ai/meetings/brett-bernstein/listgrowth) [Create your Gatsby account](https://next.gatsby.run/signup) Spread the word: [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://gatsby.ai/case-studies/lingua-franca-early-access) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://gatsby.ai/case-studies/lingua-franca-early-access) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://gatsby.ai/case-studies/lingua-franca-early-access) ## Related Articles [![](https://gatsby.ai/hubfs/Screenshot%202024-04-26%20at%205.19.13%20AM.png)](https://gatsby.ai/case-studies/lingua-franca-list-growth) ### [Lingua Franca converts 1,000+ Instagram Followers into Email Subscribers in Under 1 Week](https://gatsby.ai/case-studies/lingua-franca-list-growth) by [Brett Bernstein](https://gatsby.ai/case-studies/author/brett-bernstein) [![](https://gatsby.ai/hubfs/Evereve%2020th%20anniversary%20campaign%20case%20study%20featured%20image%20gatsby.png)](https://gatsby.ai/case-studies/evereve) ### [Evereve Achieves 91% Email & SMS Opt-In Rate from Giveaway, Generating $500K in Net Sales over 3 months](https://gatsby.ai/case-studies/evereve) by [Brett Bernstein](https://gatsby.ai/case-studies/author/brett-bernstein) [![](https://gatsby.ai/hubfs/Functional%20Tennis%20(1).png)](https://gatsby.ai/case-studies/functional-tennis) ### [Functional Tennis: 78% of Giveaway Entrants Converted to Subscribers](https://gatsby.ai/case-studies/functional-tennis) by [Brett Bernstein](https://gatsby.ai/case-studies/author/brett-bernstein) #### About - [Reviews](https://apps.shopify.com/gatsby/reviews) - [Uptime](https://stats.uptimerobot.com/v6gzwtOoEK) - [Log In](https://next.gatsby.run/login) #### Klaviyo Resources - [Overview](https://gatsby.ai/klaviyo) - [Acquisition](https://www.klaviyo.com/newsroom/gatsby-acquisition) #### Request Access - [Interest List](https://forms.monday.com/forms/b4f2fec28b2353cd0aba572298cfd98e?r=use1) --- [![Absolut theme logo](https://gatsby.ai/hs-fs/hubfs/raw_assets/public/@marketplace/Kohorta/Absolut/images/brand/absolut-logomark-nobg.png?width=30&height=1080&name=absolut-logomark-nobg.png "Absolut theme logo")](http://Gatsby) ©Copyright 2025. 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