Doe Beauty makes eye beauty and care products designed with comfort in mind. Best known for their weightless lashes, California based Doe Beauty has built a passionate community celebrating self-love, expression, and confidence.

That community is over 60k strong on Instagram. But the reach of stories and posts can be unreliable - many leads and customers simply miss important moments like sales, events and more that they would otherwise like to be aware of.

SMS on the other hand is a powerful tool for moving prospects along the path to purchase - with high delivery, open and click-through rates.

Doe was looking for a way to convert IG followers to SMS at scale.

Converting Instagram followers to SMS subscribers has historically been challenging: after all, most traditional SMS-list growth is bottom-of-funnel, and centered around expensive discount when a user is already on the brand site.

By using HiTide to tap into the power of IG DM automation, Doe launched a conversational data-aquisition flow that matched their brand voice.

Doe's giveaway campaign centered around an organic feed post where followers could drop the signature Doe “☁️” emoji to enter and win a year of lashes. By asking audience members to engage with the post, Doe significantly boosted both post distribution and social proof, getting their offer in front of more followers.

Participants who commented with “☁️” received an entry DM. Instead of asking them to navigate to a link-in-bio to search out a link, Doe brought the conversation directly to the inbox in a way that felt fresh and personal.

From there Doe was able to convert the vast majority of conversations into SMS Subscribers with a TCPA-compliant two-tap keyword activation that pushed directly into their SMS provider Postscript.

Doe's giveaway campaign reached a massive 30% of Doe's total following,

That community is over 60k strong on Instagram. But the reach of stories and posts can be unreliable - many leads and customers simply miss important moments like sales, events and more that they would otherwise like to be aware of.

Over 85% of campaign participants who triggered Doe's automated DM ended up opting into Doe's Postscript list. 43% of SMS Opt-Ins from the campaign were Net New subscribers.

By using HiTide, Doe was able acquire new SMS subscribers at an effective cost of $0.16 - before factoring in subsequent purchases.

The campaign drove a whopping 12X ROI when looking at downstream orders by participants in the 3 weeks after the campaign.

55% of subscriber orders were from Net New SMS subscribers, while 37% of orders were Net New Customers - Doe followers who had never purchased before.

Even better, campaign subscribers who went on to purchase had an AOV (average order value) of 113% compared to overall Doe AOV. Net New subscribers who went on to purchase had an AOV of 128% compared to overall Doe AOV.