The Challenge
Danny Morel had done what most online creators dream of. He had built a following of 1.8 million people on Instagram — an audience deeply engaged with his work across relationships, spiritual awakening, emotional healing, and success strategies. His content was reaching coaches, therapists, and personal development enthusiasts at scale.
But reach and revenue are two entirely different problems. Danny’s core offer was a membership programme priced at $1,000, with other products priced even higher. Every time his team tried to sell directly to his Instagram audience, it didn’t work. The conversion wasn’t there. The audience was warm and engaged — but the bridge between attention and purchase had never been properly built.
The question Scale For Impact was brought in to answer: how do you turn 1.8 million followers into real, consistent revenue?
The Strategy
The answer was two funnels, sequenced strategically. First, a challenge funnel designed specifically for Instagram — not Facebook, not Zoom, but built natively for the platform where Danny’s audience already lived. Second, a live one-day workshop series that could be evergreened and repeated across multiple topics.
The challenge topic was chosen with precision. Danny’s audience skewed heavily toward women seeking meaningful relationships. A seven-day Dream Relationship Challenge was the entry point — free to join, with a $27 VIP upsell immediately after registration and an order bump to further increase average order value.
Rather than streaming to Facebook or Zoom as most challenge funnels do, the team used a streaming platform to broadcast directly to Instagram Live, and connected ManyChat to trigger automated DM conversations with anyone who commented a specific keyword during the live sessions. This turned passive viewers into active leads, with Danny’s sales team able to follow up with every interested person individually.
The Execution
The challenge launched live first, generating over $200,000 in its first seven days. The VIP upsell converted at 10% — double the industry benchmark of 5%. The order bump converted at 40%, compared to a typical 25%.
After the live launch, the challenge was evergreened and set to run continuously, generating recurring weekly revenue from the same funnel infrastructure.
The second funnel — the one-day live workshop — was structured around four different topics: relationships, finance, health, and spirituality. Each workshop was four hours, priced as a premium live event, and designed to convert attendees into Danny’s $1,000 membership. The first live workshop generated over $200,000. After evergreening, the workshop ran every weekend and repeated across two months, generating over $600,000 in total revenue from this format alone.
Throughout both funnels, ManyChat was the connective tissue — turning Instagram engagement into DM conversations, and DM conversations into sales.
The Results
Over six months, the two funnels combined generated over $800,000 in revenue. Cost per lead held at $6 across the campaign. The VIP upsell on the challenge converted at 10% live and approximately 5% on the evergreen version. Show rates for the live events ranged between 23% and 30% — strong performance for a paid event audience.
What made this campaign particularly significant was that it solved a problem most large Instagram accounts never crack: how to move a warm social audience into a genuine purchasing relationship without damaging the trust that built the audience in the first place.
Key Learnings
Meet your audience where they already are. Running the challenge on Instagram instead of Facebook meant zero friction for Danny’s followers. They didn’t need to go somewhere new — the event came to them.
Use conversation as a conversion tool. ManyChat-powered DM automation turned passive viewers into qualified leads. The combination of live content and automated follow-up is one of the most underused strategies in social media monetisation.
Price the entry point low, but build the journey high. The $27 VIP upsell wasn’t significant revenue on its own — its real value was identifying which 10% of the audience was ready to invest at a higher level. Those people drove the majority of the $1,000 membership sales.
Evergreen what works. Every successful live event was a blueprint for an evergreen system. Rather than rebuilding for each launch, the same funnel architecture ran continuously and compounded results over time.
