This is our second case study with the inspiring brand Lingua Franca. In the first one, they ran an Instagram Giveaway that converted 1,000+ Instagram Followers into Email Subscribers in Under 1 Week.
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.
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:
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:
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 and drove over 500 new email subscribers from Instagram.
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."
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:
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:
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.
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.
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.
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!).
Read More:
Learn more about List Growth from DMs
Learn more about Gatsby / Klaviyo Flow Templates
Learn more about our Klaviyo Integration
