4,400 pre-qualified DM conversations at $13 each -- booked into clarity calls

The gateway to a $6,000 program is a conversation

Summer Huntington is the founder of Flow Shala -- an internationally recognized movement educator whose high-ticket programs, including a $6,000 mastermind and a $2,000 coaching accelerator, aren't sold from a checkout page. They're sold through conversations. Specifically, Instagram DM conversations that qualify a lead, build trust, and move them to a booked clarity call.

The challenge was generating those conversations at scale -- reaching cold audiences on Instagram, prompting them to start a DM, and then handling the qualification and booking process efficiently enough that Summer's team wasn't buried in manual follow-up.

Volume without a system just creates noise

Getting people to DM is only half the job. Without a structured qualification process, a high volume of DM conversations becomes unmanageable -- leads go cold, follow-ups slip, and the team ends up spending time on people who were never a fit. The system had to do the qualifying, not just the reaching.

Ads that trigger DMs. Automation that qualifies them. Humans that close.

We built and managed Instagram DM campaigns designed specifically to trigger conversations via keyword CTAs -- "DM 'OFFERS'", comment a word, or reply to a Story. Every triggered DM entered a structured automated flow that qualified the lead before Summer or her team ever got involved.

Alongside the DM campaigns, Instagram Story and Reel boost campaigns ran to grow follower count and keep Summer's content in front of warm audiences -- feeding the DM pipeline continuously.

4,409 qualified conversations. $13.27 each. 680,000+ people reached.

Across mid-2024 to mid-2025, the campaign system generated 4,409 DM conversations from a reach of over 680,000 people -- at an average cost of $13.27 per conversation. These were not cold outreach DMs. Every conversation was opt-in, keyword-triggered, and entered a qualification sequence before reaching a human.

The best individual campaigns:

At $13.27 per conversation -- with a potential $2,000-$6,000 on the other end of each booked call -- the system was built to keep the pipeline full while the qualification flow did the heavy lifting. The ads created the conversations. The automation qualified them. The team closed the ones that mattered.