Leveraging ManyChat for Enhanced E-commerce Sales: A Fitness Apparel Company Case Study

• Apparel
• E-Commerce

• Sales & Marketing

• Retail Store Automation

The case study revolves around a fitness apparel company that had a strong presence on Instagram, primarily grown through influencers. However, the brand faced a significant challenge in marketing their products outside Instagram. Their marketing strategy was a one-way approach, heavily reliant on influencers to boost sales, which was not spreading the word about their products fast enough. The company was in dire need of a strategy to create a dialogue with new customers, grow their customer list, and drive interested buyers to their online store. The brand's existence was solely on Instagram, which posed several risks. They had no direct contact with their customers, and their entire business was at risk if they lost their Instagram account or if Instagram's algorithm changes affected their organic reach.

The customer in this case study is a fitness apparel company. This lifestyle brand had grown primarily via influencers on Instagram, where they had an established brand and a loyal following. However, their marketing efforts were limited to Instagram, and they had no direct contact with their customers. The brand was looking for ways to expand its marketing efforts, create a dialogue with new customers, grow their list, and drive interested buyers to their online store. They were also concerned about the risks associated with having all their eggs in one basket, i.e., relying solely on Instagram for their business.

To address these challenges, the fitness apparel company partnered with DimNiko, an advertising specialist for e-commerce brands. The solution involved expanding the brand's marketing efforts into Facebook and building an audience using paid ads and ManyChat. The brand ran a viral giveaway to build up an audience quickly. They created a Messenger Ref URL to place throughout its promotional assets, which directed users to a Messenger chat conversation and made them a subscriber. The giveaway was a full tracksuit and hoodie combo, and to enter, customers simply had to click the link. The brand promoted the giveaway on Instagram, generating about 6,000 Messenger opt-ins and building an engaged audience on Facebook Messenger. To monetize the new audience, the brand gave out the main prize to a chosen winner and a runner-up prize to everyone else. They personalized the follow-up message to make customers feel like they had genuinely won something, and offered a $15 discount on orders over $75, positioning it as a store credit.

• The operational results of the campaign were highly positive. The brand was able to successfully expand its marketing efforts beyond Instagram and create a dialogue with new customers. The viral giveaway not only helped grow their customer list but also drove interested buyers to their online store. The brand was able to build an engaged audience on Facebook Messenger, which was a new channel for them. The personalized follow-up message and the clever positioning of the promotion as a prize made customers feel valued and appreciated, which likely contributed to the high number of orders. The campaign also boosted the brand's awareness on social media.

• Generated $23,987.64 in revenue from Messenger

• Generated 254 orders from the campaign

• Attracted about 6,000 Messenger opt-ins from the giveaway