Case Study
Conversion to
Klaviyo SMS Opt-in
of SMS Opt-ins were Net New or Reactivated
Revenue per
Subscriber
Established in 2014, Freedom Rave Wear, a family-run business based in San Diego, California, has grown from a garage startup to an internationally acclaimed brand in the rave community. Their mission: to empower individual expression through a diverse range of eye-catching designs, catering to both firsttime ravers and veterans. Emphasizing sustainability and social responsibility, they craft environmentally-friendly products and support charitable causes, making a positive impact on the festival scene and the planet.
The Freedom Rave Wear (FRW) community is over 160k+ strong on Instagram, where the brand builds enthusiasm with limited run collections and capsules that often sell out in short order.
To supercharge their drop model, FRW’s eye catching original video & photography feathing rave icons, influencers and creators in a signature style.
But as any brand knows in 2024, the reach of stories and posts can be unreliable - many leads and customers simply miss drops 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 - an increasingly valuable owned channel with high delivery, open and click-through rates.
FRW selected Klaviyo to power their SMS strategy.
Converting Instagram followers to SMS subscribers has historically been challenging: after all, most traditional SMSlist growth is bottom-of-funnel, and centered around expensive discounts when a user is already on the brand site. What’s more, short term solutions like Story links and Link In Bio discourage engagement, the life blood of post distribution.
By using HiTide + Klaviyo to tap into the power of IG DM + Comment automation, FRW launched a conversational dataacquisition flow that rewards engagement and converts to TCPA compliant Opt In at a high rate.
Let’s look at one recent campaign:
FRW’s giveaway campaign centered around an organic feed collab post with rave influencer + capsule collaborator Chase @tweenkboosiechase.
Followers of both audiences could drop the signature Chase “👹” emoji to enter for early access to the drop. By asking audience members to engage with the post, the brand 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, FRW brought the opt-in conversation directly to the inbox in a way that felt fresh and personal.
From there FRW was able to convert 62% of conversations into Klaviyo Subscribers using embedded TCPA language and a dedicated Klaviyo Subscribe Keyword.
The campaign was further supported by Story Reply campaigns that took followers through same subscriber acquisition flow.
Over 60% of campaign participants who triggered FRWs automated DM ended up opting into FRW’s dedicated Klaviyo drop list. 51% of SMS Opt-Ins from the campaign were Net New or Reactivated subscribers.
The remaining 45% of subscribers that were already opted into FRW SMS were added to an intent list for easy reach on drop - as well as for similar campaigns in the future.
The campaign drove a whopping $24 revenue per subscriber when looking at downstream Shopify orders by participants in the 3 weeks after the campaign alone. What’s Next
Freedom Rave Wear continues to use HiTide + Klaviyo for ongoing campaigns, already driving thousands of new and reactivated subscribers.
Even better, because each campaign is drop specific, and HiTide decorates the Klaviyo subscriber profile seamlessly via API - Freedom Rave Wear is building valuable zero-party data in a way that was otherwise impossible or extremely effort intensive.
Look for more HiTide + Klaviyo powered campaigns on an ongoing basis: drops, ticket giveaways, early access, special discounts, are all part of the Freedom Rave Wear recipe - thanks to the HiTide and Klaviyo partnership.
Freedom Rave Wear
