Case Study: ASICS boosts Instagram launch engagement and early access sign-ups with Drop

ASICS went 1:1 with their IG audience to tell their collab story with Brain Dead

ASICS, the Japanese sportswear brand, wanted a better way to launch products on Instagram, cut through the noise, and create a more one-on-one experience for its audience while also gauging excitement and giving true fans first access. To do this, ASICS used Drop and Instagram DMs as part of its ASICS Launches program for a limited-edition collaboration with Brain Dead.

With Drop, ASICS built a conversational onboarding flow in Instagram DM that collected subscriber details and delivered the collaboration story through multiple touchpoints, including behind-the-scenes content and a D2C video campaign. The campaign achieved an 81% completion rate, 75% click-through rate from the first text to the final onboarding step, and an average 44% CTR on follow-on campaigns, while helping ASICS reward fans with early access and sell out the drop.

ASICS