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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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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Nowadays, Giveaways are a smart way to hack exposure!

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With Q1 2020 quickly approaching, it’s essential to take inventory of your social media strategy from 2019 and adjust where necessary. Here at Sircle Media, we’re always staying on top of social media trends and making awareness, consideration, and trial the top priorities for our clients.

In 2019, giveaways were a surefire way to help increase followers and awareness among niche audiences, especially when collaborating with multiple brands.  If you strictly want eyeballs on your packaging and/or some usage cases, then side by side collaborations with likeminded brands remain a smart, and low-cost play.  The rub though with some of these collaborations is that users will often only follow the brands involved in order to receive a prize, rather than turn into a true fan of the product. This leads to a drop in followers after the giveaway has closed.

I would argue that this is ok and a byproduct of the strategy, as long as you got views on your solid content showcasing your product. BONUS: you picked a winner that is likely someone from your core target demo and you got the product into their home. If the product is good, repeat trial is likely. Also, all of the losers give your social media manager some targets to strike up a dialogue with and see if he/she can convert them with community management and/or surprise and delight tactics, such as delivery of coupons/discount codes, etc.

In 2020, take your giveaway strategy a bit deeper, by running some self underwritten promotions with larger prizes AND even include a CTA to one of your primary sales channels. To that end, recently, one of our clients, Energice, a line of vitamin-infused frozen hydration pops, held a giveaway where the prompt was to follow the Energice account for a chance to win a “40 Energice variety pack” and a $50 Dick’s Sporting Goods gift card.

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Energice is an attractive product for professional athletes and active individuals in general. Their pops have an isotonic formula of electrolytes, B vitamins, and potassium for peak performance. Energice is sold through their website, Amazon, and at Dick’s Sporting Goods.

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The Dick’s Sporting Goods $50 gift card was the ideal add on prize for this giveaway, considering it is:

1. The retailer at which the product is sold, and we created awareness around the partnership.

2. A relationship we really want to protect and grow.

2. Where Energice’s core target audience loves to shop and gives them a prize they can cash in on, above and beyond our client’s product.

All of the above made the giveaway extremely attractive to the exact target audience they wanted to speak with.

Rather than boosting this giveaway through The Facebook Ads Manager which we traditionally use, we boosted it through the Instagram App which has the button “View Profile”, making it even easier for Instagram users to find the Energice page. It also helps pad vanity metrics a bit, in the feed which helps incentivize others to join in.

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The results of this giveaway were favorable for the brand. First off, Energice received 400 new followers (not my most important KPI, but one the brand cares about nonetheless), and we only targeted new eyeballs, which means these are new prospects for the brand.  While they clearly didn’t follow the full instructions (the first ask was to LIKE the post and only 95 people did) it still earned a nice amount of impressions and significant comments. It also was a great advertisement for our shelf space at Dick’s and is a solid show of partnership for their salespeople to share with the buyer.

In 2020 it is important to get a little more creative with these exposure hacks, especially as Facebook and Instagram Ads will start to increase in price as the Presidential election draws near. Id recommend everybody consider, multi-brand, dual-brand, self-run, influencer supported and some retailer focused collaborations in the first quarter. Get out there and make it happen!

 

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Truth Nutrition X @Stellathelight = Influencer Collaboration Success!

When a great brand and influencer pair together, what you see are quick results. Recently one of our clients, Truth Nutrition, an all natural, vegan pre-workout supplement, and influencer @stellathelight, came together for an epic giveaway collaboration.

 Stella, who is a plant-based health coach and fitness enthusiast, was not only a perfect fit for our client, but was also a positive, and professional partner. For the giveaway, Stella was asked to create a post promoting Truth Nutrition’s Vegan BCCA and she truly exceeded our expectations!

Instead of a simple in-feed post for the giveaway, Stella stepped it up and created a well-directed video showing how she incorporates Truth Nutrition into her diet and in the caption, explained all of the benefits of the product. Her motivation to do a stellar job for the giveaway showed that she is a hard-working partner, and someone we’d like to collaborate with in the future.


Not only did Stella provide excellent feedback and create good quality work, but it also produced great results! Our client saw an uptick of 200 followers, which is significant for an unknown brand and from a single post. This giveaway also earned a reach of 16,861 users and 397 profile visits which represents some solid visibility. The fact that she presented it in a fun and simple usage case, made that even more impactful. This served as an excellent advertisement for how and when to use the product. = Win!

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Because Instagram is now saturated with influencers, it has become more and more difficult to find partners who will settle on a reasonable and accurate market price and also provide very solid work. Sircle is always on the hunt for value plays in this arena and this partnership with @stellathelight provided just that. We will most certainly be working with her again!

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Stop, Collaborate & Listen!

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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!

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On Instagram collaborations and giveaways…

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At Sircle, we run all kinds of Instagram collaborations and giveaways for clients every day it seems. We do so, because they are surefire ways to hack new exposure for a brand and typically come with very little cost, other than some hard work and logistics management. They carry a lot of upside with little downside in our opinion, as you try to harvest and grow an Instagram community.

Working in this way is a “religion over tactics” (@Garyvee) type thing, as it takes commitment and consistency to see the results. You need to remain dedicated to the initiative and must not just put your toe in the water and be half sold on the mission. You also cant jump in and out and/or sweat the details of any one engagement, if you want to see real success.

The floor in this equation, is that these gain you new eyeballs and an endorsement from the brand or influencer you collaborate with in front of their earned audience. As a ceiling, if the ask is compelling and your content is attractive, then you gain new followers and engagement on your own account. Either way, you are displaying your product front and center with a group of people, who have likely never even heard of your brand before. Isn’t that the whole point of marketing?

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Earlier this month we ran this giveaway/collaboration for our client Wala Swim.  We partnered up with another brand, @mydevcurl, that brought with them 257K followers and exposure to a new and more diverse audience (another KPI for the client). We also lassoed in an influencer, @mzbiancarenee, who has a solid and engaged following, for accelerated reach and exposure.

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The table above is from Iconosquare and displays follower growth over a week in early August. When we posted on August 2nd we saw a big pop in followers (+1753 net) and had another solid day on August 3rd (+509 net) too. Both were well north of their average organic (125) and contest driven (300) daily growth numbers. Most clients focus on net growth numbers as their proxy for success with these, and though we think they are important, I am even more happy with the impressions, likes and comments it earned. I also like the engagement opportunities is teed up for us to strike up a one-to-one conversation with those who engaged.

Either way, this one did particularly well given the creative, timing and partners that were selected. The truth is you never know which will really pop until you take it for a spin. If it is an evergreen component to your strategy, then you are at least putting yourself in a position to win.  If you aren’t in the game, there is zero chance for success like this – that I know for certain!

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