Case Study: ASICS boosts Instagram launch engagement and sells out a limited Brain Dead collab with Drop

ASICS achieves 81% completion rate with Drop

ASICS, a world-renowned Japanese sportswear brand, faced the challenge of cutting through the noise on Instagram to connect with their core audience during product launches. Their goal was to create a more one-on-one feel to tell their collaboration stories and allow true fans to get first dibs on limited releases. To address this, they used Drop, a service that leverages Instagram Direct Messages.

Drop implemented a solution where ASICS used Instagram DMs to create a conversational flow for their collaboration with Brain Dead. This strategy allowed the brand to share the product's storyline and collect subscriber information for early access. The results were significant, with the campaign achieving an 81% completion rate and a 75% click-through rate, ultimately selling out the product and boosting customer goodwill.

ASICS