Founded on a shared passion for health, wellness, and biohacking, NADS is the brainchild of lifelong friends Steve Ducey and Dan Baird. Disenchanted with chemically laden clothing, they decided to transition from consumers to producers, aiming to make a positive impact on men's health worldwide. NADS offers organic underwear free from reproductive health-damaging chemicals, providing a clean, comfortable, and healthy home for men's (go)“nads.”

NADS was a happy Klaviyo customer; they were already using SMS to reach high intent subscribers.

The team was looking for a better way to leverage their growing Instagram audience - specifically, by turning casual Instagram visitors into SMS subscribers, and ultimately, lifelong customers.

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.

Inspired by the success of their website popup, the NADS team decided to implement a call-to-action in an underappreciated piece of real estate: their IG Bio.

NADS leveraged HiTide to enable a short direct message automation triggered by the keyword (offer) referenced in their bio:

💸Want your exclusive offer? DM us “OFFER”

Using HiTide, NADS automated a response to anyone who sent in the keyword “OFFER” and asked for their phone number in exchange for a discount.

Over 15% of the users who sent in the OFFER keyword went on to purchase from NADS, with an AOV that was better than NADS overall AOV - coming in at 113%.

What’s more, 83% of the orders from acquired phone numbers were from customers who had never purchased before, proving that CTA in Bio paired with DM automations is a powerful way to win new customers.

This quick and easy campaign is now “evergreen” - and will be working around the clock to help NADS acquire new customers and re-engage existing ones.