Don’t Overlook The Power of a Self-Run Giveaway!

Social media is a vehicle to engage in conversations with customers and prospects. There are a number of different ways for brands to strike up a dialogue and some are more simple than others. One low input/high upside tactic is deploying giveaways.

The most common kinds are multi-brand giveaways with two or more brands pairing together to combine their audiences for optimal reach and awareness, as well as vanity metrics such as follows and likes on a post. While this giveaway tactic is a proven winner, it isn’t the only way to go about it. If you have a full strategy in place, including paid social, targeting and solid prizes, a self-run giveaway can be highly effective too.

One of our clients, @lovegracejuice, a line of gourmet and GMO-free juices, smoothies, and elixirs ran four different self-run giveaways throughout the month of January. The prize was a cleanse package, which comes with a significant price tag and therefore more of a CTA than most.  As you know, January is a time of healthy resolutions, many of which don’t always stick. To appeal to Love Grace’s target audience of health-conscious individuals, we ran a juice-cleanse giveaway each week to keep that motivation up throughout the month! This giveaway resonated extremely well with our target sets and earned an average of 300+ comments per post.

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The client also wanted to start harvesting more emails for ongoing marketing purposes. To that end, we made it that the cost of entry was to enter an email on a separate landing page. We earned over 1,000 link clicks to the Love Grace landing page and a ton of new emails. On top of that, it generated a retargeting audience of website visitors and a lookalike audience of that group too, that we can now market to in the future,

To ensure delivery of a promotion like this, you need to invest dollars into Facebook and Instagram Ads. The intent of these should be link clicks (drive traffic to the landing page) and not just awareness (impressions). An ancillary benefit of boosting this giveaway was an uptick in actual web sales for January.  Who doesn’t like revenue? ;)

You need to take action to produce action. A well thought out self-run giveaway is entirely in your control and the awareness is all about you and your brand, with no Costar. It only makes sense though, if you know what success looks like upfront and then put all of the pieces in place to maximize that result.

Once you find a winner, double down and run it back!

 

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Meet Sircle’s Newest Content Creator, Kourtney!

Here at Sircle we love to improve our team by expanding and bringing on new talent! We recently sat down with our newest hire, Kourtney Mack to learn a bit more about her. While interviewing, her drive, creativity, and positive spirit really stood out and we knew right away that she would be the perfect addition to the squad. Without further ado, let’s meet her!

Full Name: Kourtney Mack

Current Position at Sircle: Content Creator

Winter or Summer?: Can’t beat summer, especially in NYC.

What was your journey to finding Sircle Media?: I was working as a studio product photographer in e-commerce for about three and a half years and I was looking to branch out and grow in my career. I knew that I would love to incorporate more food and people into the product work that I was doing. When researching Sircle Media, I saw that they worked with a lot of food and beverage companies which was exactly what I was hoping for! Everything seemed to align after talking with Adam and Sara. I am very happy to be on such a creative team and look forward to the work that I get to create.

What has been your impression of Sircle so far?: My first impression of Sircle is that it is a very fast-paced, well-oiled machine. Some other words are: smart, down-to-earth, scrappy, kind and motivating.

What can you say about your co-workers?: Everyone is very close-knit and it truly feels like a family and/or genuine friends that I get to work with.

What can you say about Adam?: Adam is very inspiring and passionate, thoughtful and considerate. I love the company culture that he has created at Sircle Media. It’s been a joy so far.

What are you most looking forward to at Sircle?: I look forward to really honing different styles as a photographer and becoming more confident in my role.

How do you think Sircle Media stands out from other agencies?: Sircle Media gets right down to business. Once we sign a client, we make it our mission to service them and their needs right away and we look to produce solid results as quickly as possible.

What is your favorite activity/thing to do outside of work?: When it comes down to it, I really love connecting with people which can take on many forms. I love activities such as going out to eat at a new restaurant, board game nights, and book clubs, just to name a few. One hobby that I have is salsa dancing and have been taking lessons recently. I love trying to get better at something just for the sake of improvement.

Kourtney sure does bring great energy to our team and we look forward to watching her career blossom at the agency. Keep an eye out for some of her excellent work!

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Instagram Saves and All The Rage!

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Social networks are never static and always changing. Adjustments are constantly being to create a more impactful and user-friendly platform and if you are a professional in the space, you need to be fast and adjust with the times swiftly. In recent months Instagram has been testing out hiding likes as a way to improve the experience and devalue a vanity metric, which they found was having a negative influence on people.

We are big believers that like and follower counts are irrelevant, especially in a paid social-first environment, so this is a welcomed change. We care more about the consumption of content than how many people follow you, many of whom don’t see your posts in a nearly zero organic reach world. With the hiding of likes, one success metric a brand or business can hang their hat on is how many saves a post receives. Instagram saves are a part of the Instagram algorithm, meaning that the more saves a post receives, the more people will see it in their feed. Also, those users who already saved a post, are more likely to see that content more than 1X, which is great from an “awareness and consideration” POV.

As we started to see the positive impact of saves, we began shifting our tactics for clients right away. One early winner is creating a requirement to save a post in order to enter a brand giveaway! Most giveaways have rules to enter, one of them usually being “like this post”. We would argue that a save goes a bit deeper, as it is still one click, but it also curates that post for potential future consumption.

Recently, in order to rack up those saves, one of our clients, Bare Bones Broth, a line of all organic Bone Broth soups and collagen, participated in a multi-brand giveaway with three other brands, making the cost of entry to save or “bookmark” the post! The giveaway was Whole30 themed in order to help users get a jump start on the January Whole30 diet. We capitalized on a very popular trend (dieting or “cleaning up” to start the year) and found great partners to align with, which in turn helped us increase and improve the value of the prize for the winners. See below:

The results exceeded our expectations! The giveaway received 938 comments,10,415 impressions, 755 likes (yes, those are still in effect) and over 150 saves. That last metric is key as this is an excellent algorithm builder and because this group is very niche, it is highly likely that they will go back and reference the saved asset, as they think about maintaining their diet throughout the year and want to recall some of these awesome Whole30 approved brands.

With social media, you must be paying attention to platform moves, making informed decisions on how to adjust & react and then always be testing. SAVE this post as a reminder! ;)

 

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