Case Study: Merci Handy boosts engagement and onboarding with Drop

Making Instagram Organic your #1 Traffic Source With Automated DMs

Merci Handy, a beauty brand, wanted to keep the excitement going around its Stranger Things collaboration after listening to its community and securing the fan-favorite partnership. The company needed a more intimate, scalable way to engage fans and move the conversation beyond standard social posts, so it turned to Drop and its Instagram DM-based social commerce campaign.

Drop helped Merci Handy launch an automated Instagram Direct Message campaign that invited users to DM an upside-down smiley to unlock VIP access, while also using teasers, re-engagement touchpoints, and an IG filter to build awareness and UGC. The campaign delivered strong results: 88% of people who DM’d completed onboarding, overall engagement reached 74%, and 60% of the new IG DM audience clicked through on the drop, showing that Drop helped turn social attention into measurable engagement.

Merci Handy