GOcase had a problem. While the e-tailer of GoPro and other small device cases had been growing at a fantastic rate, revenues from social media and email marketing were unimpressive. Organic traffic had been improving steadily for months, referral traffic was really picking up nicely from reviews and features, and paid search was doing its part, but social lagged.
With Facebook's algorithm making it tougher to have a significant organic presence and many email inboxes representing a graveyard of newsletters, GOcase and its San Diego digital design agency, BrightHaus, decided to mix things up with something a bit more engaging and exciting than your average post about kittens.
BrightHaus used social media promotion platform, Woobox, to host a giveaway offering the grand prize of a GoPro HERO4 Silver. BrightHaus social media manager, Dylan Taylor, explains, "We wanted to increase Facebook page likes as well as capture email addresses of users with a high potential of becoming customers."
The GOcase Facebook giveaway ran for 22 days, and the results during that time far exceeded the company's expectations. The campaign generated a total of 124.5k entries, mostly from bonus entries, and 1,943 unique entries each from a unique email address--providing a significant boost to the company's email marketing efforts. Of the nearly 2,000 entrants, 478 of them shared the link to receive bonus entries, generating 1,877 post likes, and a total reach of 42,672. Just over one-quarter of the users reached visited with contest, resulting in about 11,000 visits.
Prior to the giveaway, the page had 2,934 likes, but finished with 4,381 likes (and now has over 7k). The graph below clearly illustrates the effect that the giveaway had on the number of page likes.
"That three-week period represents the fastest growth in likes the page has seen since its inception in early 2012," Taylor asserts.
But that growth of 150% followers came at a cost. Let's look at the ROI.
The HERO4 Silver GoPro retails at $399, and the agency put $300 in Facebook ads behind boosting the post, totaling $700 for the giveaway. Let's compare that to taking the Promoted Page route. The graph below shows paid likes and the organic likes that came as a result of the contest:
Taylor broke the alternative down saying, "To get 9-35 likes per day with a $10 per day budget, achieving 1447 new likes would take anywhere from 160 days to 41 days, costing anywhere from $1,600 to $410. We did it in 22 days with $800."
BrightHaus picked up a few good tips from the successful GOcase Facebook campaign.
First of all, know your goals. What do you want to accomplish with a contest? Ensure that your contest is in line with your greater business goals and the contests helps you accomplish those objectives. WooBox has dozens of social media contest options and endless customization possibilities; choosing which path to follow needs to be done carefully.
Not only should the contest be for your benefit but your followers as well. It's important to offer something that they want. Much of the contest's success hinges on what followers will get from participating. For GOcase, a GoPro camera made perfect sense.
Boosting your post is a must. By intentionally selecting who to target, you can improve your success rate significantly. Take care to ensure you focus on the right demographic to maximize engagement. On the note of engagement, the wording and visuals you employ will also have a large impact.
Ensure your messaging is clear and concise. BrightHaus wanted to be playful and cater to the audience of GoPros users, and they did just that.