Moana sees 69% Instagram opt-in rates & 24X conversion rate from launch email to onsite opt-in
Moana is an Australian swimwear brand known for its bright styles and cheeky cuts. As they’ve grown, Moana has focused on building a customer community encouraging customers to engage and share their experiences on social media.
Moana's marketing agency, Andzen, wanted to unlock the full potential of their strong social media presence and dedicated community, alongside their tech-savvy customer base using automation. Using Justuno in conjunction with Gatsby and email marketing platform Klaviyo—they were able to do just that.
The first step to automating this process was to build a lead capture for Moana’s customers to submit their Instagram handles. Andzen optimized their existing email lead captures for Moana to include an additional screen on all pop-ups targeted at new customers featuring the Instagram handle field, as well as building an additional pop-up targeting existing customers. The second pop-up only asked for the customer’s Instagram handle and informed them that they’d get rewarded if they tagged Moana in their posts.
This newsletter + Instagram handle pop-up was incredibly effective. Of those who signed up for Moana’s newsletter via email, 68.9% also entered their Instagram handle.
In tandem with this onsite collection, Andzen built a launch campaign to send to current Moana email subscribers featuring the same incentive disclaimer, and when customers clicked through to Moana’s website, a pop-up featuring just the Instagram handle opt-in would fire.
Compared to Klaviyo benchmarks for the apparel and accessories industries, this launch campaign’s click rate was 30.8% higher, and the conversion rate was 24X higher than the industry average.
From here, Instagram handles were fed into Gatsby to identify and organize users based on attributes, such as follower count and influence, to set up appropriate specific rewards over a blanket incentive.
To build on this program growth, Andzen created four Klaviyo email automations for Moana powered by Gatsby data, including an influencer nurture series and exclusive post-purchase series. The post-purchase series was a vital component of Moana’s plan since it featured affiliate codes for customers to share with their followers when posting online about their recent purchase. Social proof is key for shoppers, and 70% value their peer’s opinions when it comes to evaluating the trustworthiness of the brand. Making these affiliates a huge motivator for first-time buyers through establishing trust and spreading brand awareness by harnessing the trust an audience puts in those they follow online.
The second phase of Andzen’s email plan involved adding a block into existing high-performing email automations that encouraged customers to sign-up their Instagram handles & touted the benefits of doing so. This provided a long-term opportunity for customers to share their Instagram handle at different points in the customer journey. This allows Moana to continue to grow its program with little extra effort using proven email campaigns.
This automation series again blew Klaviyo performance benchmarks out of the water with an open rate 76% higher than the average, a click rate 520% above the average, and, most importantly, an order/conversion rate 764.9% above the benchmark!
Moana was able to implement a double opt-in lead capture collecting both emails and Instagram handles in Justuno pop-ups, which were fed into Gatsby and Klaviyo. This triggered multiple cross-platform campaigns and automations designed to reward and encourage specific customer actions such as:
And the numbrers speak for themselves: