As Banter’s Editorial Content Manager, I spearheaded an in-store signage campaign that bridged retail and digital, driving measurable growth in both social media engagement and sales. While Banter already had a strong retail presence, we needed to scale our Instagram following with jshoppers who were truly invested in the brand. My goal was to create a frictionless path from the store experience to digital engagement, rewarding customers instantly while building a long-term community—all with one little sign.
ROLE: Editorial Content Manager
SCOPE: Campaign Concepting, Messaging Development, In-Store Creative Direction, Digital Flow Automation, Performance Analysis
Bridging the Gap: Retail Meets Social
The Challenge
With social media becoming a primary touchpoint for brand engagement, follower growth was a critical KPI. While organic tactics were helping slowly increase followers, our challenge was twofold:
Grow follower count at scale
Ensure those followers were genuinely invested in the brand rather than passively following.
We looked to mirror the effectiveness of our existing incentive strategy for email sign-ups, but apply it to Instagram to create a measurable boost in engagement and sales.
The Solution
We launched an in-store signage campaign that directly connected the physical retail experience with digital engagement.
Key tactics:
Incentive: 15% off a purchase when customers followed our Instagram account.
Signage placement: Posters and counter cards prominently displayed at checkout to capture attention at the decision point.
Automation: To streamline redemption, we set up an Instagram automated flow that sent discount codes via DM as soon as customers followed us.
This approach created a frictionless way to move store shoppers into digital followers while tying the incentive directly to purchase behavior.
The Results
The campaign drove immediate and measurable impact:
Follower Growth: Instagram following grew 40% in under three months — from 60K to 100K.
Sales Impact: Discount code redemptions resulted in over $2M in sales during the campaign period.
Engaged Audience: Followers gained were actively invested in the brand, creating a stronger foundation for long-term engagement and remarketing.
Key Takeaways
Retail & Digital Synergy: In-store signage can be more than wayfinding — it can be a powerful tool to build digital communities.
Frictionless Automation Wins: Delivering discount codes automatically through Instagram DMs reduced barriers, kept the process seamless, and increased redemption rates.
Follower Quality Over Quantity: Incentivized sign-ups not only grew numbers but also ensured followers had a direct purchase relationship with the brand.
Revenue Justification: By tying the campaign to $2M in sales, we proved that social media growth initiatives can directly drive bottom-line impact.