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.
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!