Case Study: Detroit Pistons doubles Instagram engagement with Drop

Detroit Pistons double Instagram engagement with Drop

The Detroit Pistons faced the challenge of fostering a personalized, one-to-one connection with their global fanbase through digital channels, especially when in-person games were not possible. They sought to leverage social media, specifically Instagram, to create an intimate fan experience that mirrored the engagement of a live event. To address this, the NBA team partnered with the vendor Drop to implement a strategy centered on Instagram Direct Messages.

Using Drop's platform, the Pistons implemented automated, DM-first campaigns for initiatives like ticket sales, merchandise launches, and gamified giveaways. This allowed fans to interact with the team and take actions like purchasing tickets or providing feedback directly within the Instagram messaging interface. The solution from Drop yielded significant results, including a doubling of the average organic engagement rate and the conversion of 65% of the engaged audience into marketable leads.

Detroit Pistons