Teaching case. This case is a composite based on typical Nepali businesses. Names are withheld and the figures are illustrative, chosen to make the calculations realistic.

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.

Background

Two founders started the brand with a small stock of locally made kurtas and co-ord sets. They had no shop, so Instagram was both their showroom and their order counter. Early orders came through direct messages: customers asked for sizes and prices, sent their address, and paid cash on delivery. As orders grew, the founders spent hours each day answering the same questions, and some COD parcels were refused.

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.

The Numbers

  • Early stage: 15 orders a day through DMs; average order Rs. 3,200; COD refusal rate 12%.
  • After adding a link-in-bio checkout with prepaid discount: 25 orders a day; 60% prepaid; refusals down to 5% of COD orders.
  • Pre-orders for weekly drops let the brand produce close to real demand, cutting unsold stock.

Case Questions

  1. Which steps of the social marketing process (fan acquisition, engagement, amplification, community, sales) can you identify in this case?
  2. Why did the brand start with DM and COD ordering, and why did it later add a checkout?
  3. Explain how weekly drops and pre-orders reduce inventory risk.
  4. How would you measure whether micro-influencer seeding is worth its cost?
  5. What risks does an Instagram-first brand face, and how can it reduce them?

Chapters covered

Use the unit notes below to review the theory this case applies in practice.