We're going to take you through Adore Me's success story and show you how they used Gleam to run a perfectly timed giveaway which drove over 54k social actions and ramped up their sales during the Valentine's Day holiday season.
If you operate in retail then you know that your sales will fluctuate throughout the year. It doesn’t matter what it is you’re selling; some periods will be quieter, and some will be a lot busier. A florist will be busy before Mothers Day, a clothing outlet will get hectic around Christmas, and a lingerie retailer will be met with greatly increased demand in the lead up to Valentine’s Day.
During these peak seasons interest in your product category will be significantly heightened. This means that potential customers will be a lot more receptive to your messages, making the lead up to a busy period an excellent time to run a marketing campaign or make a discounted offers.
If you’re able to properly identify and take advantage of your busy seasons then you put yourself in an outstanding position to do a serious amount of business, reach an enormous audience, and generate a lot of revenue in a very short span of time.
In this post we’re going to go through how one of our customers, an online lingerie retailer called Adore Me, generated 54k social actions thanks to a holiday giveaway strategically run in the weeks leading up to their busiest time of year: Valentine’s Day.
A key reason for Adore Me’s success is their ability to continuously grow their following and expand their consumer base. One growth strategy that Adore Me have found great success with is running competitions and giveaways.
Competitions are a great way to engage our following and to provide incentive for taking action on our pages.
When it comes to running contests and giveaways the team at Adore Me have found all their needs satisfied by the Gleam platform.
The platform is easy to use on the brand end, and our followers and fans who take part in competitions never have any difficulty entering or using the platform.
Using the Gleam platform, Adore Me has run many successful campaigns, but for this case study we’re going to be looking at one in particular, the Lovestruck Valentine’s Day Giveaway.
As a lingerie retailer, Adore Me knew that the weeks leading up to Valentine’s Day provided them with an excellent opportunity to engage with an audience who are primed to take an interest in their product. Out of this opportunity came the Lovestruck Valentine’s Day Giveaway. Like all of their contests, Adore Me’s aim for the Lovestruck Giveaway was to bring awareness to their offerings whilst engaging current followers and gaining new ones, and thanks to their perfect timing, as well as their excellent contest setup and promotion, it was a resounding success.
The contest itself was fairly simple. Users in the USA over the age of 18 could enter a draw to win a prize in a variety of ways, such as uploading content tagged with #WhatDoYouAdore, watching a video on YouTube, visiting their social media channels and much more.
Encouraging users to share content with the #WhatDoYouAdore hashtag was an important part of the campaign to the Adore Me team, who told us that one of the types of campaign their consumer respond best are giveaways that involve sharing content.
Our customers love giveaways that include sharing content! We’ve had a great deal of success with campaigns that include customers posting photos, memories, or favourite products to Instagram.
The beauty of giving people a tonne of ways to enter the contest is the more ways you entered, the greater your chance of winning. Allowing users to enter the contest multiple times in multiple ways encouraged users to interact with the brand and share Adore Me’s messages across several platforms, which helped foster in-depth awareness and familiarity. This goes a long way when it comes to converting an online audience into customers.
While it’s great to give people a bunch of different ways to enter your contest, you still need to make entry enticing. This, in large part, comes down to having a prize that people can’t ignore.
This is an outstanding prize, as it’s highly relevant to the brand’s audience, it will expose winners to the brand in a hugely impactful way, and it’s high value helps encourage mass entry.
Adore Me uses high value prizes like this to encourage their prospective customers and followers to take part, especially if they’ve just discovered the brand.
They’ve found that contests that encourage brand involvement can take Adore Me from being a brand a customer is aware of to a brand they actively shop with.
This is exactly what you hope to get out of a contest. You want to encourage users to interact with your brand so they gain familiarity, develop positive associations, and ultimately become customers. However, in order for Adore Me to draw so many participants into their contest, they needed to promote it.
As an online retailer, it only makes sense for Adore Me to make online activity the focus of their promotional efforts.
Social media cross promotion is our main way of promoting the campaigns.
This was certainly the case for the Lovestruck Giveaway.
In addition to making posts directly relating to the contest, Adore Me also bolstered their promotional efforts by sharing other Valentine’s Day material.
They shared everything from promotional photos, supplementary giveaways, and videos from their television campaign.
These efforts compliment their contest promotion beautifully, as they stimulate a desire for lingerie in the build up to Valentine's Day and encourage users to follow their activity. This should lead to users with a piqued interest in getting lingerie for Valentine's Day discovering, and subsequently entering, the contest.
So it's pretty clear that Adore Me did a stellar job of promoting their campaign. This is made even more apparent when you take a look at the outstanding results of the Lovestruck Valentine's Day Giveaway.
This shows that the Lovestruck Valentine's Day Giveaway was able to reach a huge audience and successfully engage with them, which is shown by the terrific 21.7% conversion rate.
The campaign was hosted locally on the Adore Me website, which means all of the entrants were able to explore their products and make purchases afterwards (this is a common step many stores overlook).
By using the Gleam platform, Adore Me were able to let people enter the contest by completing various actions that had been setup.
In a typical contest setup you might only offer a singular way to enter, in this campaign users on average completed 2.8 actions.
They were able to drive social followers on Instagram, Twitter and YouTube. Get people to watch their videos and even post to Pinterest.
The number of impressions and actions generated by the contest just goes to show how much of a success the Lovestruck Valentine’s Day Giveaway was in terms of helping Adore Me build build their audience and spread their message.
One of the ways the campaign was designed to spread the word was via our Viral Share action. This generates a unique link for each user and awards them additional entries for referring friends.
You can see from the stats below that 363 users referred over 1200 friends into the campaign.
The conversion rate of Viral Shares is an important statistic to keep an eye on. If this matches your overall conversion rate (which it does in this case) then it shows that your Prize is resonating with your audience. If the conversion rate is low, then the users that are seeing the Shares aren't your target audience.
Another savvy promotional move came from Adore Me when they announced the contest winners across their social media channels, using the contest's pay-off to build positive perceptions and encourage future contest entry.