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German superstars AnnenMayKantereit used Instagram Stories to drive thousands of sign ups to their new Messenger channel. Two days later they first announced the highly anticipated news of their upcoming tour to their fans on Messenger to achieve a 97% open rate.
Phase 1: Growing the Messenger Audience
AnnenMayKantereit posted one Instagram Story to encourage their fans to subscribe to their Messenger channel. With their minimalistic approach they showed that the mere promise of “news coming soon” only to those that send them “a message via Facebook or swipe up” was enough to drive conversions of their superfans in the thousands.*
*Adding their personal Messenger link to the story, allowed fans to swipe up and connect directly with the band in Messenger.
Phase 2: The Campaign
2 days after having promoted their new direct to fan channel, AnnenMayKantereit announced the presale launch of their highly anticipated summer tour via Messenger to all their superfans first; achieving a whopping 97% open rate!
Summary: One Instagram Story, zero advertising budget used, thousands of happy superfans who received a personal message from the band with their new tour dates.
Sendmate is a messenger marketing tool often referred to as the “MailChimp for Messenger”, allowing Facebook page owners - like artists, athletes and brands - to reach their fans directly on Facebook Messenger.
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Their results are extremely promising, with Open Rates averaging at 95.7% and Click Rates at 21.5% (Stats: Sendmate, May 2018).
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