Digital Marketing Case Study: Instagram Giveaway Campaign

All right, what's up everybody? So it's your boy Jason over here, and what I'm going to be doing in this video is showing you a campaign that I did a couple of weeks ago for one of my clients, um, and how I was able to generate over 200 leads, uh, just using Instagram and Facebook ads. And I think we spent about, uh, probably around $60 in Facebook advertising So, uh, I'm gonna get into it now, but pretty much the main aspects of the campaign is what I'm gonna be sharing with you. All right. So that's basically behind the scenes, the backend of the ads, the actual ad that I ran, the email marketing, uh, follow-up sequence, uh, the landing page, and pretty much just like walk you through everything that you would need to know if you wanted to run one of these giveaway campaigns for your own client. All right. So I'm gonna get into it in a moment. And the first thing I wanna actually start with is the Facebook ad, well, the Instagram ad. So this was the actual post that was on Instagram, which was responsible for generating all of the leads, all right? And as you can see, what we basically had was, it was a graphic like giveaway, win a designer Matric Dawn dress. So the client that I was actually doing this campaign for is a dress designer. All right, and the demographic we were going after in the competition were matric dance girls from the ages of 18, uh, from 17 to 18 basically, right? Anywhere in, anywhere in between. Uh, so this is pretty much how it was. Like, uh, this is the, the actual image that I ran. You can see it got 900 likes and, uh, 173 comments. Okay, now this campaign ran for a total of 2 weeks. So in that 2-week period, we were actually able to build up these results and you can actually see over here, pretty much this is the copy that I use. Is your Masiq dance coming up? Stand a chance to win our free giveaway. And then all they would need to do to enter is they would actually have to follow the Instagram page. And then they would also have to go to the link in the bio and actually go and fill out their email address and some other information on the landing page, right? And the reason that we do that is so we can actually capture their information so we can continue marketing to them after the competition ends. All right, now what's interesting is originally when we launched this campaign, I actually, we actually had 2 extra steps that aren't here anymore. And those were basically they had to tag 2 friends and they also had to share this post in their story. All right, the reason that I took those away was, and I'll actually show you this inside of the ads, but basically the whole goal behind those 2 steps is for them to share it. You know, like if people share, then what you can actually do is you can kind of set up a situation where your competition starts to go viral because every single time someone shares it with, I don't know, 5 friends or they share it on their story and 10 people see it, if 2 of those people enter and then those 2 people share it as well, then what ends up happening is it just starts to grow and grow and grow and grow. But in this case, it did not, it did not kind of pan out like that, all right? what ended up happening is actually, uh, most of the entries actually just came from the Facebook ads. And for that reason, you kind of want to like limit the barriers to entry. So originally I had 4 things, 4 things for teenage girl to have to do in order to qualify. Um, and you know, like obviously a lot of them were actually falling off because of that. So when we changed it, you can actually see that the, um, the amount of entries went up dramatically. Okay. So if you're running this for a client, I don't usually recommend that you would change your campaign halfway through. You want to set it up so that it's working from the beginning, but it's just an important lesson. And this is kind of the, like, I'm also sharing some mistakes that I made. Um, but yeah, it's, it's good to learn from this basically is if you want to, if you, if you want to create a campaign where, you know, you get people to share, then you can't really have too many barriers to entry because it's kind of like a balance, right? You want people to do as many things as possible. You want them to follow your page, give you the details, share with their friends, but then you also stand the chance of people not entering because of that. And if, and if people do share it with their friends and then their friends don't enter because their friends see it's like too complicated, then it kind of just, um, it doesn't work. All right. So you want to find that fine balance between it, but basically this was the ad. Okay. So what I was gonna basically from here is they would have to actually come to this page, right? And you can see it was like final step, enter your Matric dance dress, enter our Matric dance dress giveaway. And then they would fill in all the information over here. Okay. So yeah, this is pretty good. It's also disqualifying them. Cause obviously you do want to have some sort of like qualifiers so that they are quality leads. You know, that they are your ideal demographic. So I'm asking like, I'm a trick dance date. I also ask for your Instagram username because the psychology behind that is it actually makes a person think, okay, I better make sure that I'm following this page because they, they're going to obviously check my Instagram username, which is true, but it also helps you, helps you to get as many followers as possible. Okay. Now let's take a look at the ads. All right. So I'm actually inside of the ad account. And I actually, I selected two campaigns. So it was actually two different campaigns that I ran. All right. The first one I originally ran, you can see over here that we have Matric Dance Competition Entries, all right? And originally it was actually really expensive. You know, we were getting on average, it was costing 11 Rand in Cape Town, 17 Rand in Gauteng, yeah, 8 Rand. Like you can see all of these numbers, it was actually really, really expensive. And what ended up happening is This was because of what I mentioned earlier. I had 4 different steps for them to actually enter, but we started just noticing that majority of the people that entered were from the Facebook ad. So I was like, all right, hold up, let me, let's rather actually just remove those extra steps and make it as easy as possible for people to enter and then just run the ads because then we're going to get more people actually entering the competition. And, uh, yeah, the ads will be more effective. Okay. And that's exactly what happened. So you can see over here, when we got to 47 entries with this, uh, with this ad set, basically what I'd done is, uh, this was when we switched the, we switched the rules to just those 2 rules. Okay. And you can see over here, the cost to enter for all these 47 was R3.53, which if you looked at it in terms of dollars, I mean, $1 is R10, just to give you some idea. So 3, it was about 30 cents. Okay. $1 is actually 18 rand at the moment. So it was probably like 10 cents, 10, 12 cents per entry, which is crazy if you think about it, uh, because these are people that can potentially spend at least like, I don't know, $300. Um, so pretty much getting them in at a really cheap cost, uh, helps a lot. All right. But then what ended up happening is from here, I actually started noticing that the costs were steadily starting to go up. And because I'm experienced with Facebook, I know that, you know, after a while your campaign will actually start to become more expensive, especially in this case, because this client is a local business. Okay. So for her, I mean, she only wanted to go after an audience that was in her surrounding area, right? Which meant that eventually I was going to burn out the audience. Okay. And you can see, we reached about 5,000 people with this campaign. And then the cost started going up. So what I did at this point is I switched the campaign and actually duplicated this and I turned it into a conversion, conversions campaign. And this is where it really started to become effective. Okay. Because over here, what ended up happening is pretty much all the budget was just going to this one campaign and the cost was R249. So it went down, but we started getting way, way more people entering. So pretty much 138. And that's all because of Facebook's algorithm. Like when you have a conversion, basically I waited for this time. So all of these entries that you see over here, it built up to about 70 or so people that actually entered the competition and fired that conversion pixel. So when I switched it to a conversion campaign, then Facebook just knew exactly who to go after and it started becoming really, really cheap. Okay, now if I actually show you the Google Analytics for this landing page over here, you can kind of see that reflected, you know, like in the first few days we were spending the same amount of money, but we weren't really getting that much traction. And then as I started, as we removed the rules, we started to see here like 25 in a day, right? 18 in a day, 19, 27. And at this point I was actually on the, yeah, it was around this point over here where I decided to switch it to a conversion campaign. And that's where it just like skyrocketed. And then we were getting like 40 leads a day, 42 leads a day. Okay. Now you can see over here, I also ended the competition on the 3rd of April. And this is gonna make sense in a moment when I show you the actual email sequence. Okay. So let me just actually go into the email sequence over here. All right, I just wanted to check. And then, um, yeah, pretty much basically we had about 100— we had about 200 people enter. So I can show you that quickly. All right, and you can just see, uh, basically over here, um, this is the first email. This is the email everybody got in the competition, and we sent out 212. So you can see, um, this was like the main email 130 people opened, so 62% open rate, and 23% of those clicked. So you can see about 49 clicks from that. But overall, in the whole campaign, I actually sent out 652 emails to the— to everybody. So on average, everybody got about 3 to 4 emails, okay? And, uh, the reason that I did that is because once they entered the competition, that was— that was my opportunity now to actually build value. First of all, build value for my client's brand, but also build trust, okay? Because, you know, these are just complete strangers. They never knew about our company. They never knew about this business before they entered the competition. But the reason these campaigns are so effective, these giveaway campaigns, is 'cause it allows you to just get a massive, like, influx of leads for very, very cost-effective. And then from there, you can actually just build value. And if you know how to actually market and sell yourself right, you can really, um, you can really convert a lot of those free, uh, free competition leads into customers. Okay. So the competition, it qualifies them because first of all, like it's, it's all about how they can win a Matric dance dress. You can see when a designer, Matric dance dress, and for the type of person that's going to enter this competition is someone who is in Matric and they, they have Matric dance. So they're going to get a dress from somewhere. They, it's inevitable. They need, this product, okay? Now, whether or not they get it from us is dependent on how well I can actually write these emails. So let me actually show you, basically over here, this is what the email sequence looked like, okay? So basically what would happen, if I just go over here, is someone would enter the competition, okay? They would join this group just from the landing page, and then after 20 minutes, they would actually receive this thank you for entering our giveaway email. And in that email, I would actually, like, I would send them to the website. You know, I would say, thanks so much for entering. Make sure that you check out this link so that you can kind of see what our brand is about. Okay. And out of this, as I showed you over here, we had boom, like 49 people actually clicked this link. Okay. So 49 people clicked this link. All right. And then for those who didn't click the link, this is where I started to really just get a bit creative with it, is I would actually check if they didn't click the link. And then if they didn't, I would send them to, uh, I would send them another email, all right? I would send them a completely different email, uh, to try and get them to click the link. And if they didn't open the email at all, like if you can see over here, uh, only 130 people opened. So the other, uh, 7, 8, 80 people that didn't open the email I sent them to this email over here. All right. And the beauty of this is it's actually the exact same email. It's literally the exact same email as the top one. The only difference is I changed the subject line. Okay. And, uh, the reason that I'm doing that is because again, I want people now that we have them, now that they're in our funnel, I really want to make sure that they're opening the emails, that they're reading and they're clicking. Okay. If they don't click it, if they don't open it, then, uh, they're not going to respond and they're not going to engage. And it's going to be very, very difficult for me to actually market to them and sell to them down the line. So you really want to make sure that you're getting people to open. If they don't open, then you want to send them an email again, maybe the next day you send, you send a segment, the segment that didn't open the email, you send them a completely, uh, uh, the same email, but with a different subject line. Okay. So from there, what would pretty much happen is they all got put into their own funnel over here. Like every single person, uh, would get put into their own, um, uh, sequence based on how they interacted with the emails. And eventually everybody, uh, the whole goal of it was that everybody would eventually receive 3 different emails, okay? Which would first of all build trust, uh, build value for our brand, for my client's brand. And then it would also kind of, uh, just, yeah, like really educate them on what their options are and then kind of just show them why we are a good option. Okay. That's really what you want to do. And the beauty of this is it was completely automated. So once I set this up, every single time someone would enter this competition, like they would come, they would, they would just be scrolling through the Instagram. They would see this post. They would come to this page over here, put in their information, and then they would start getting sent emails. All right. And we would actually build up the value. All right. So you can see the last 2 emails that I sent, I actually sent out an email the day before the competition ended. And the reason that I do that is because, you know, just from previous experience, I've noticed whenever we send out the announcement email, like when, when we announced the winner, then what ends up happening is a lot of people, they get, they get very disappointed because there can only be one winner. So out of those 212 people that entered, 211 of them are gonna be disappointed, okay? So what I would try and do is I would actually pre-frame it and alleviate that pain that they're gonna feel. So the day before the winner was announced, I tried to change their frame of mind about how they viewed this campaign, right? How they viewed this competition. And I would be like, basically, you know, let's be real. I wish everybody could win. I really love how, I love how amazing my clients look in my dresses. I'm paraphrasing here, but like, pretty much that's what I wrote in the email. And then I'd say, you know, but even if you didn't win, it's not the end of the world because of X, Y reason, and here are still your options. And then I would kind of like link them out to this article that we wrote. Okay, so that's pretty much what would happen there. And then, um, pretty much we would actually— I sent out the winner email. Okay, so let's actually just take a look at what this winner email looked like. All right, because this was actually a really good email. So basically, uh, the day the winner was announced, I pretty much, I pretty much just did this, right? I said, this morning we finally did the draw for our winner of the MetricDawn's designer giveaway, and we know who the winner is, right? Now quickly, before you check to see if you're the winner, please take a moment to read this important message. So the reason that I do that is because what I say here in this, in this paragraph, right before that they actually check to see if they're the winner, this is going to get read by probably about 95% of the people that actually open this email, just because I did it very genuinely, you know, like before you check to see if you're the winner. So it gives me an absolutely amazing opportunity here to really try and like build the trust and like try and like really show them that we're friends, because in the email you really want to make it seem like you, like they know who you are. Like you're talking to them as if you would be talking to someone that you already had a relationship with. Okay. Because you're trying to build a relationship so that down the line, even though they initially didn't know anything about your business, they weren't even interested in actually buying anything from you, because you built this relationship with them over time, the more, the more that you actually— that was a— oh my God, there's cats fighting outside. But the more that you actually build up the relationship, the higher the chance is going to be that they are going to become a customer. Okay. So pretty much, yeah, this is what I did. And I said, from the bottom of my heart, I sincerely want to thank you for being a part of this competition. Seriously, by entering and engaging with my post on Instagram, it allowed me to gain more exposure for my Multino brand, which meant more girls got to see the dresses which I make. This really means a lot for a designer like me, and it's because of girls like you that I'm able to host these fun giveaways. Your entry has made a difference. Okay, so what I've basically done is I've really just made them feel significant. Okay, and even if they click on this link now and they aren't the winner, which is like a like 98% chance that they're not gonna be the winner, okay, then at least they don't feel disappointed. All right, so pretty much they would click this link, and then also had this like this GIF over here, which is actually— I thought it was just clever. It was from a beauty pageant, obviously, and it kind of like just was relevant to Metric Girls, like, and the winner of the dress, right? So I put that in there. To kind of also just like alleviate and make it more fun. But they would click this link and this link would actually take them to this page. So this was, uh, just a very simple page that I made and then I added some JavaScript, uh, which basically just had this cool streamer effect, you know, like Party Streamer. Um, and yeah, like you just kind of want to make it like memorable, you know, you want to make it— you don't want it just to be like, well, you're the winner, and then they don't even really know if you did select the winner. They don't even really feel like the competition was even that big of a deal. So this try to like make it more, more of a big deal. Okay. So yeah, basically that was it. And then what's also really important is I had this part in the email, like, if your name was not the one chosen, please read this. And in this part, what I really did is I really tried to like sweet talk them and like, um, kind of just lift their spirits because, you know, obviously no one likes to lose. So, uh, I kind of just like spoke to them like that friend And basically I said, you know, I know you might be a little disappointed. Please don't think of yourself as losing anything. I assure you, you can still make your dream dress, your dress dreams come true and steal the show at your matric dance, which is obviously what they want. Okay. In case you didn't see the email I sent yesterday, which if I just go back to this, was this email, you know, as I mentioned, I sent an email the day before. All right. I said to them, In case you didn't see that, here is the link to your matric dance dress buying options. So again, I want them to click, you know, if they didn't click on that email yesterday, I really want them to click the links. Like the more that they engage with the emails, the higher the chance that I'm actually able to then convert them into a customer because it's also a sign of their interest, right? And it's quite, it's quite fascinating just to see just how many people who didn't open the first email will actually open the second email. Like, for example, over here, Patrick Dawn's competition entry, you know, let me just quickly see here. Okay, so yeah, this first email, thank you for entering our giveaway. As I mentioned, only 130 people of the 212 entered. But now here is the second one I sent out. It's the exact same email, I just added a picture and, uh, I added a different subject line and I sent out 99 of these and another 40 people that did not open the first email, they opened the second one. Right. So we just saved, uh, 40 people, you know, like the average person, uh, average marketer, they will, they'll send out one email. They'll be like, well, other people didn't open it. So that's pretty much it. But no, you want to continually be like following up with people because Check this out, 9 people clicked the link, uh, of, of the, the original people who didn't even open this first one. Now what's also cool is this email, uh, this easy tip will help you find your perfect matric dance dress. Oh no, actually this one, uh, where basically I said, what does your matric dance represent to you? This email was sent to everybody who did not click on the first email. So literally I sent them, um, I sent them an email that was a bit different but had the same link, and we got an extra 8 people to click this link that didn't click over here, right? So another 8 people got to actually see that, right? And I basically just did this through this entire campaign, uh, basically squeezing as much as I could out of every single person who went through this entire funnel over here, all right? And, uh, yeah, I mean, it takes a little bit more work, but it allowed me to really just like warm up these leads so that they're actually quality leads by the end of it. So yeah, pretty much, uh, this is what I did. I really just try to make them, uh, feel like they, like they could trust, they could trust this person. This is my client. So whenever I use this picture in future emails, then obviously they're gonna be much more, um, they're gonna be much more prone to actually opening it and engaging with it because they, it's relevant to them. They know who it's coming from. Right, so yeah, pretty much this is, this is it. This is how the whole campaign basically happens. And then from here, we just, yeah, like once the winner was announced, then I also just had this post that would go out on Instagram. And you can see over here, it was just like a simple post, congratulations. And look at all these people that responded, congratulations, congratulations, congrats. We know We know the time and care that goes into your creations. This is a generous prize. All of this stuff, right? These people never knew about the business before this competition. So the fact that we were able to get 200 people, uh, with literally, literally just, um, like $50 or $60, it's insane. Okay. And, uh, yeah, pretty much I just wanted to document this. So I hope, uh, this actually helps if you are running a marketing agency and you want to do a giveaway, then use this, you know, like this, this works. I've done a lot of giveaways in the past. I really just wanted to document this for myself actually, just cause yeah, I mean, it's, uh, every single time you do it, you get a little bit better. Um, but yeah, pretty much. I hope you enjoyed this video and thanks so much for watching it. And, uh, yeah, that's it. So have a great night and I'm going to end this stream. Uh, if you haven't yet also subscribe to this channel in future, I do plan on releasing a lot more videos. Um, but right now my main focus is kind of just on growing my business. So I've got a lot of stuff in the works, but I would really want to make more videos. So, uh, yeah, if you did get value from it, subscribe to my channel and I will see you in the next one. Peace.