Overview

A Kathmandu apparel brand launched on Instagram using creators and UGC. Orders began as DM‑to‑COD; later, link‑in‑bio checkout was added.

Growth Loops

  • Weekly drops; reels with try‑ons; creator seeding for micro‑influencers.
  • DM automation for size/quantity, address capture, and payment options.
  • Social proof highlights; return/exchange stories.
  • Pop‑ups for local try‑ons; WhatsApp groups for VIP customers.

Outcomes

  • Rapid follower growth; 35–45% of sales via Instagram in early months.
  • Better forecasting via drop pre‑orders; reduced dead inventory.

Lessons (Unit 6 lens)

  • Social + mobile are primary channels; community > pure impressions.
  • Start scrappy (DM flows), then graduate to storefront and CRM.

Chapters covered

  • Social, mobile, and local marketing (6.1–6.4)