indē wild, a Sephora beauty brand, built modern Ayurvedic beauty into a global name almost entirely through social.
Between the brand account and Diipa’s own, every drop, every sale, every collectible reveal pulls hundreds of comments within the hour, from Mumbai and Delhi and New York and London at the same time. Almost all of it is high intent: people asking where to buy, what the code is, whether it ships to them.
Until Hotbox, there was no way to harness any of it. A small team in one time zone, an audience in every other, and a single link in bio standing between the most enthusiastic comment section in Indian beauty and the checkout page. Most people never tap it.
indē wild integrated Hotbox across @indewild and @diipakhosla.
The agents read every incoming comment and pick out the ones carrying real purchase intent, then open a conversation with that person in the DMs: a surprise coupon, the product link, sometimes a voice note from Diipa herself. The whole exchange happens where the customer already is, in the seconds after they engage, and it sounds like the brand rather than a bot.
The same agents handle the rest of the inbox. Product questions, pricing, shipping, and the harder conversations too, answering negative experiences personally and routing anything sensitive to a human on the indē wild team.
In the first 10 days, Hotbox read and triaged every comment across both accounts and opened conversations with nearly 500 individual people. Almost half of them completed the DM funnel all the way through to a click, and at least 40.3% of those went on to complete a purchase.
It worked because it did not feel automated. The agents were trained on indē wild’s brand voice, and some DMs carried personalized voice notes recorded by Diipa about the specific products each person had asked about.
High-intent interactions have to be captured the moment they are created, not the next working day. Median time from a comment to the start of a Hotbox DM funnel was 22.2 seconds. Every hour, in every market, people were being nurtured into a DM funnel while the team slept.
It held on the harder conversations too. When a comment signalled a bad experience, 91% of the time that customer had a personal reply and a direct line to WhatsApp support before anyone on the team had seen the comment.