Instagram Giveaways During The COVID-19 Pandemic

 Instagram-giveaways

Throughout the COVID-19 pandemic, many brands have found themselves asking the same question: How can we give back to front-line workers and followers while continuing our efforts for increased exposure and awareness? The past few months have been a crucial time for brands to pair together with an overarching theme of giving back. Whether that is to nurses and doctors, the immunocompromised, or just their hard-hit fans and followers, brand collaborations have been an excellent tool to do so.

We have urged our clients to use this time to create giveaways with strategic partners while emphasizing the importance of work done by front line workers. To that end, various clients have created giveaways in an individualized way that makes sense for how they are giving back.

In order to successfully engage with audience members while conducting giveaways, you must identify your theme, pair with brands who share a similar message and add an interactive tactic for entering the giveaway. In addition, it is important that the asset featured for the giveaway is eye-catching. Bright colors, bold words, and/or animation are all successful tactics to draw in audience members.

Here are some ways Sircle Media clients have successfully engaged audiences with the use of giveaways:

1. Pair with brands that share your message

Screen Shot 2020-06-09 at 2.30.55 PM

One of our clients, Urban Remedy, an organic plant-based company, paired with other local wellness brands for their giveaway to highlight the importance of at-home wellness during the global pandemic. This is a great way to be very timely (we are all locked away at home), to give back to followers and to promote brands with a similar ethos and target audience.

2. Use a giveaway image that showcases the overall theme

Screen Shot 2020-06-09 at 2.29.17 PM

Playing ion a similar theme, but from a different angle, Positive Beverage recently conducted a giveaway with the focus of “packing your bags for a much-needed getaway”. The giveaway image had bright colors and clearly showcased all products featured around a large suitcase. This emphasizes the theme of a weekend getaway while promoting the various brands that were featured in the giveaway post. In addition, the main cost of entry was to enter your email on a landing page, which resulted in +1,000 emails for all of the participating brands to use at their discretion.

3. Use interactive tactics to engage audience members

Ithaca Hummus, makers of the most delicious and creative hummus, wanted to specifically highlight front-line nurses in their giveaway for Nurse’s Day. Their giveaway allowed users to nominate their favorite nurse as part of their entry requirement, in addition to following each brand featured. The personal aspect of this giveaway allowed followers to show appreciation to the nurses in their lives and teeing up a chance for their nominee to win this awesome package of prizes from some very well known brands. Knowing that many brands were interested in giving back in this type of way, we were able to contact bigger brands that would help accelerate this more than any normal giveaway and we received unanimous participation from all of the brands we asked.

Now is a great time for companies to utilize giveaways to promote their brand and their overall message while also doing some good, during a dark time. If you want to collaborate with any of our brands, just hit us up at hello@sircle.me and we can put one in motion right away!

Add a comment

Tags: , , , ,

Stop, Collaborate & Listen!

Screen Shot 2019-10-04 at 11.25.51 AM

Over the years we have managed countless examples of successful collaborations between like-minded brands. They are proven winners with regards to improved awareness, increased followers/reach/email captures and they just really add to and augment overall metrics for a brand’s social strategy.

One of the most common ways for brands to collaborate is through a giveaway. The most common formula we like to deploy is to have two or more brands give a prize to a random winner who follows all brands included, leaves a comment on the giveaway post, and tags a friend in the comments. This alone immediately increases followers, engagement, and reach.

Sometimes we will loop in an additional brand that might be outside of the vertical but still appeal to a similar consumer. Just this week, one of our clients, Simply Tera’s, a line of organic and deliciously flavored whey and plant-based protein powder, teamed up with well-known healthy CPG brand Carrington Farms, as well as the outdoor equipment brand Yeti, for an epic giveaway.

The giveaway offered a prize of Simply’s Tera’s Chocolate Organic Whey Protein, Carrington Farms’ Coconut Oil Go Packs, and a Yeti insulated mug to create the perfect cup of joe for #NationalCoffeeDay, a popular social media-based “holiday.”  These types of days add extra juice to collaborations because the hashtag is trending and there is already a conversation around it. Add in a nice piece of creative and a solid prize and you have a winning formula.

Tera’s was acquired by Carrington Farms, back in March of 2018 and became a Sircle client soon after. As a way to grow each brand’s following and pair the two together in the minds of consumers, they began partnering in a series of collabs in June of this year.

Not only was it important to cross-pollinate a bit, but it was just as important to appeal to new audiences too. To help with this, we decided to loop in a 3rd brand in each giveaway to guarantee even more reach and engagement among new eyeballs.

The first giveaway launched in June with a Keto theme, which included a prize of Tera’s Simply Whey Vanilla Protein, Carrington Farms MCT Liquid Coconut Oil, and a sampler pack of the delicious Keto Bars.

The giveaway received an uptick in 100+ followers with extremely high engagement on all brands’ posts.

Their next collaboration launched in July and featured the popular blender brand, Ninja. The collaboration included a smoothie bowl recipe using Tera’s and Carrington’s products, and a blender included as an extra incentive! This giveaway was posted on July 10th and ran until the end of the month, creating a longer-runway for entries. When giveaways run for a longer period of time, there’s even more opportunity to advertise the giveaway through Stories, paid social, email and WOM, which affords users more time and entry points, to follow all brands, engage and enter! Running this longer giveaway created an influx of 200 new followers throughout the month.

Our team has mastered the art of a successful giveaway and to do so you need to double down on the tried and true, while also always be willing to experiment with the new. When collaborating, it’s important to think outside the box and create giveaways you believe your audience will love. Try to pair with like-minded brands, create assets that are compelling (VERY IMPORTANT) and make sure you’re promoting your giveaways via as many tactics as you can to improve your results.

If any brand wants to collaborate, we are all ears!

Add a comment

Tags: , , , , , ,

Win of The Week: Brand collaboration gold…

Screen Shot 2017-02-20 at 7.50.29 AM

Social media is all about leveraging content, engagement and growth tactics effectively. Brand collaborations are an excellent way to attack all three and are very easy to execute. They offer you access to new eyeballs, easy ways to “stage your product” and new conversations with potential would be customers along the way. We are all in!

Here at Sircle Media, we are big buyers of underpriced attention for our clients. Brands are all trying to figure out how to maximize their own social media efforts and are usually very interested in collaborating this way. We regularly seek out partners who have a nice aesthetic, are clearly open to working with other brands and who have a highly engaged audience.  As an agency, companies are even more interested in working with us, as we can be an entree to working with multiple brands and not just a one off transaction. We use this to our client’s advantage of course, to help land more relationships and control the conversation along the way.

Some brands make the mistake of only looking to others who have larger audiences than their own. In every collaboration there is always one who will be bigger and one smaller, and we think they all have value. We care more about the image, the target and the experience. If a brand has a smaller, but highly engaged audience of core customers we want to be in front of, then we are buyers for sure!

These have proven to be a surefire way to grow an Instagram following, to land nice looking content to round out your own feed and to create direct communication opportunities with customers. With content, you get to use the imagery (including secondary shots of the products side by side) in your messaging, which alleviates some of your organic content creation pressure.

When it comes to engagement and growth, we recommend some gaming to help stir the pot. Above, we had an Instagram contest, that required both a follow AND the tagging of friends to enter.  We received 451 likes, 300 new followers and 142 comments, each of which included the tagging of 2 IG users. Afterwards, we engage with those accounts and strike up conversations on a one-to-one level, that can help our client Modern Oats establish a dialogue that would not have existed before.

In the end of the day, these collaborations provide a very powerful punch and should be a core component to any social media strategy.

 

 

Add a comment

Tags: , , ,