Using Instagram data to generate leads
By Skief Labs
Client
COW-ORK
Services
Project Description
Overview of client & challengesAndrea and Gian Luca, the co-founders of COW-ORK, an innovative start-up offering flexible workspaces across Miami, were looking for scalable ways to acquire new members while keeping the budget on track. The company transforms restaurants, hotels and other hospitality venues into an all-access network of working and meeting spaces, allowing freelancers, home-workers, flexible employees, and students to work in shared spaces at an affordable price.Founders looked for growth marketing agencies that could help them engage at scale with the right target audience, meanwhile keeping the cost of a new member acquisition under $100.Scope of workAcquire new customers with email marketing by sourcing prospects from Instagram. We agreed on a list of Instagram accounts whose followers should fall within the criteria of COW-ORK’s target audience. We extracted all their followers, analyzed their bios and other available data points to score each lead (location, job title, account category, availability of public emails etc.). We have analyzed over 100k profiles and ultimately kept up to 2000 users that satisfied all the criteria. We then sent cold-emails sequences to raise awareness and interest.Highlighted below are the key outcomes of the campaign:Total audience size: 1955 emails sentKey KPIs: 66% open rate,17.14% click rate, 5.22 reply rateCampaign goals: 20 new members per monthCustomer acquisition rate after two months of campaigns: 25 monthly (25% over the target)Overall user acquisition cost: $2000 ($39/mo x 50 members)
Overview of client & challengesAndrea and Gian Luca, the co-founders of COW-ORK, an innovative start-up offering flexible workspaces across Miami, were looking for scalable ways to acquire new members while keeping the budget on track. The company transforms restaurants, hotels and other hospitality venues into an all-access network of working and meeting spaces, allowing freelancers, home-workers, flexible employees, and students to work in shared spaces at an affordable price.Founders looked for growth marketing agencies that could help them engage at scale with the right target audience, meanwhile keeping the cost of a new member acquisition under $100.Scope of workAcquire new customers with email marketing by sourcing prospects from Instagram. We agreed on a list of Instagram accounts whose followers should fall within the criteria of COW-ORK’s target audience. We extracted all their followers, analyzed their bios and other available data points to score each lead (location, job title, account category, availability of public emails etc.). We have analyzed over 100k profiles and ultimately kept up to 2000 users that satisfied all the criteria. We then sent cold-emails sequences to raise awareness and interest.Highlighted below are the key outcomes of the campaign:Total audience size: 1955 emails sentKey KPIs: 66% open rate,17.14% click rate, 5.22 reply rateCampaign goals: 20 new members per monthCustomer acquisition rate after two months of campaigns: 25 monthly (25% over the target)Overall user acquisition cost: $2000 ($39/mo x 50 members)
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