“It feels strange that we’ve done a heap of campaigns & this is our first real “case study” but the story is so good that I couldn’t help myself.”
I was casually browsing when I came across a post from Eric (the owner of Beardbrand) about his journey to 2,000 orders. There's always something I find connects me to these types of stories, where I see people trying to make their own dream a success. He casually mentions in the comments that he was plateauing a little bit & needed some help breaking through.
With Gleam you are able to choose daily winners or overall winners, Eric used this feature to his advantage by drawing a daily winner and using these announcements to engage his community for an entire week.
For this campaign I thought about our giveaway. We had just launched our beard oils in June and wanted to get a little more exposure for it. I thought of just giving away one set of free oils (retails for $70), but that that was a small prize. So, I thought a good way to keep our customers and fans engaged was to do a daily drawing for our beard oils in preparation for No-Shave November aka Movember. All told we would give away 8 prizes valued at $560.
It seems the timing was perfect, November is typically Movember or (No Shave November). So Eric themed his communications & publicity around this specific topic.
Eric quickly setup his campaign to align with his objectives & connected Gleam to MailChimp (so he could send people straight to his mailing list). This is incredibly important to continually generate revenue or send special offers to giveaway entrants.
He also used a few custom actions to create his own entry types. For example you could give additional entries to users who have visited a certain area of your site, or only allow users to enter who are existing customers.
Help me win some awesome beard oil! ... and you should strongly consider growing a beard this November! https://t.co/yKMle5o5eL— Hans Nelson (@germanhans) October 25, 2013
Here's what the final contest looked like:
The proof is in the pudding, did we help Eric break through the plateau?
We keep detailed records of our social media numbers and here are the results:
Average social media gains of prior to our event (weekly average, based on the previous 3 weeks):
Average weekly gains when the contest was run:
In addition to that, the day we launched our campaign, we had our best sales day ever. We did about 4 times our daily average in sales that day and the momentum has continued.