Boosting Engagement with Instagram Automation: A Case Study on Roma by Rochi

Roma by Rochi is a women's fashion brand based in Mar del Plata, Argentina. The brand has a significant following on Instagram, where it showcases its collection of trend-led pieces. The company refers to its fans as 'Diosas,' or goddesses. Despite having only one retail store, the brand's popularity has grown significantly on Instagram, thanks to its in-house Instagram star, Rochi. The brand is known for running regular 'tag and like' giveaways on Instagram, which generate significant engagement from its followers.

Roma by Rochi, a popular women's fashion brand based in Argentina, was facing a challenge with its Instagram engagement. Despite having a significant following and receiving numerous likes, comments, and story mentions, the brand was unable to quantify how this engagement was impacting its bottom line. They regularly ran 'tag and like' giveaways on Instagram, but these did not provide a clear link to sales or meaningful relationships with followers. The brand had successfully built brand awareness through Instagram, but they wanted to get more from their efforts. They sought to run a more efficient giveaway campaign that could not only increase social engagement but also build meaningful relationships with followers and link results to sales.

Roma by Rochi partnered with ManyChat Marketing Partner, ChatBlender, to run a giveaway using Instagram Automation. The campaign involved a catchy Instagram post promoting the giveaway, with participants required to message the brand's profile with the phrase 'SORTEO' to enter. This keyword triggered an automated conversation with the brand and entered the user into the contest. Participants could increase their chances of winning by completing different tasks on Instagram, such as providing their email address or mentioning Roma by Rochi in their Instagram Stories. The campaign also used automated responses that were designed to be on-brand and engaging. The data collected from the campaign was logged in a Google Sheet, allowing the team to track who had interacted with the giveaway and how many tasks they had completed.

• The Instagram Automation campaign run by Roma by Rochi and ChatBlender was a resounding success. The brand saw a significant lift in engagement, with a 741% increase in just one week. The campaign also resulted in a substantial increase in the brand's reach, with an 82% increase reported. The campaign was not only successful in driving engagement but also in capturing valuable lead information. Over 4,470 emails were captured during the campaign, providing the brand with a wealth of potential leads for future marketing efforts. The campaign also encouraged followers to engage more deeply with the brand, with over 43,000 post comments and 6,000 new followers on Instagram. The brand was able to track all this data and use it to identify potential brand ambassadors for future campaigns.

• 741% increase in engagement

• 82% increase in reach in one week

• 4,470 emails captured