By using Gleam to run weekly co-branded giveaways, Jane.com has been able to consistently and effectively raise awareness, generate leads, increase site traffic and ultimately drive sales.
If you operate in E-commerce then your success is largely contingent on your ability to generate new leads and drive action from them. There's no doubt that this is a challenge, but it's a challenge you can effectively overcome with the right strategy.
There are many different techniques and tactics you can use to acquire leads and encourage action, but there might not be any which are as effective as running giveaways.
Jane.com, an E-commerce marketplace, has achieved great success by running weekly co-branded giveaways which drive social actions and power consistent customer acquisition.
With Gleam's Competitions app you can easily run your own giveaways and incentivise a host of powerful actions which will help spread your brand message and generate leads.
In this case study we're going to show you how Jane.com acquire leads and generate sales by partnering up with other brands and running weekly giveaways.
We'll even take you through how you can use this strategy to drive your own powerful actions, acquire new customers and achieve your own E-commerce goals without breaking the bank.
Over the past decade, E-commerce stores have begun to play an increasingly prominent role in consumers' lives. This has made it possible for small, boutique sellers to find sizeable audiences like never before, but the sheer number of online retailers vying for customers has made it challenging for brands to stand out from the crowd.
Here's how Carissa Flinders, the Social Media Community Manager at Jane.com describes the brand:
Jane.com is a boutique E-commerce marketplace for daily, 72-hour deals from online and brick-and-mortar retailers. We provide sellers with a platform to help grow their businesses and market affordable women’s fashion, home decor and children’s clothing to consumers at an affordable price.
Since their conception in 2011, Jane.com have steadily grown into the perfect marketplace for online sellers and brick-and-mortar retailers alike to showcase their boutique stores, reach massive, attentive audiences and drive sales through discounts and special deals.
Creating an opportunity for sellers has been huge. On our site they can make sales like they’re a big merchant.
Jane.com has become the success that it is by building a platform for small businesses to reach new audiences and sell their products. However, for Jane.com to deliver on this promise they need to be consistently finding their own large pools of new, relevant customers.
This is a challenge which Jane.com has deftly handled with a variety of tactics and strategies, one of the most successful being running weekly giveaways to promote their marketplace and drive action.
Over the past few years, Jane.com has been able to consistently acquire new customers in droves by running weekly giveaways. These giveaways offer users the chance to win a prize by completing various actions which help expose Jane.com to relevant new consumers and grow their online following.
Jane.com incentivises these powerful actions by giving away store credit to use on Jane.com and, in many cases, a prize from another brand they have partnered up with.
We run weekly, co-branded giveaways and use Gleam as our host.
Just take a look at this campaign Jane.com ran with swimwear retailer Kortni Jeane to see how they use giveaways to raise awareness and drive action:
Although they run giveaways on a weekly basis, Jane.com manages to keep their campaigns as engaging as ever by offering relevant and exciting new prizes from brands they partner with.
Another way Jane.com has maintained high levels of variety and engagement is by aligning their giveaways with holidays and special events like Christmas, Valentine's Day, the 4th of July, storewide sales and more.
This has allowed them to leverage their audience's excitement to raise interest for their giveaways and drive participation.
The varied, fresh and exciting nature of Jane.com's weekly giveaways has played a huge role in the success of lead generation and acquisition. Another factor which has lead to the weekly giveaways generating leads and acquiring customers on a large scale is how well executed each of the campaigns are.
Although Jane.com's weekly giveaways vary in prize and theme, they follow a simple and effective template and serve to fulfil the same core functions of lead generation and customer acquisition.
A Jane.com giveaway typically involves incentivising user action by giving away relevant prizes such as store credit and products from their partners to multiple winners. (The more likely you are to win, the more likely you are to enter 😎)
The actions Jane.com incentivise relate to following and interacting with them on social media or spreading the giveaway around with Viral Shares.
These actions are all perfect for helping Jane.com drive customer acquisition. Getting users to check them out or follow them on social media allows Jane.com to grow their audience and promote their offerings to highly relevant users. The Viral Share and Retweet actions supplement these actions perfectly by encouraging users to share the campaign with other relevant users to increase awareness, participation and ultimately acquisition.
Another action Jane.com have successfully incorporated into many of their giveaways is the App Download action. This is a powerful action because they can get users to download the free Jane.com app and encourage users to browse the Jane.com marketplace - effectively allowing them to drive sales on a new channel.
We use giveaways as an acquisition play, so why not include app downloads as an option in addition to social follows? We see nothing but gain from it.
Jane.com has been able to easily maintain consistency throughout their weekly giveaways by making good use of Gleam's Copy feature to duplicated actions and settings from previous campaigns and use a consistent giveaway template instead of having to start from scratch every time.
This allows Jane.com to effortless run weekly giveaways with the same powerful actions. The only actions that Jane.com regularly has to change are those benefitting their sponsors, as when Jane.com partners up to run a co-branded giveaway they always include several actions dedicated to their partner.
A key component of Jane.com's weekly giveaway strategy is regularly partnering with other brands.
This strategy works by having a relevant brand provide a prize and promotional efforts in exchange for several actions in the giveaway and the extra attention the campaign draws to their product.
This approach to running weekly giveaways has proven to be highly effective for Jane.com. Partnering up with relevant brands to run giveaways has given Jane.com constant access to a fresh, exciting and relevant prize pool which has allowed them to run consistently engaging giveaways which attract new audiences and drive action from them.
Plus, by exchanging campaign actions for prizes Jane.com has been able to save the money that they would have otherwise had to spend on prizes. This has made running weekly giveaways a whole lot more affordable.
Not only do partnerships make Jane.com's giveaways more engaging and affordable, they also help expose the campaign (and Jane.com) to huge new audiences via their partners promoting the giveaways to their own highly targeted followers.
Partnering up with other brands to run giveaways has been a runaway success for Jane.com, and a lot of this success is owed to how well they have chosen their partners.
As far as choosing a partner goes, we now have enough data to get a feel for what types of prizing, partners, and products will work for our customers. In choosing a partner, I always try to find brands who align well and have a similar audience. I have found that in vetting prospective partners, it is helpful to hop on a call and get a feel for their target demo and what they respond well to. If our audiences align, we've got a good match.
Jane.com typically only partners with a single brand at a time, but on occasions they have extended themselves and driven terrific results. Just take a look at this Holiday Shopping Spree giveaway where Jane.com partnered up with 4 different brands and drove over 100,000 actions:
The weekly partner campaigns have produced consistently outstanding results and became the backbone of Jane.com's giveaway strategy, but they aren't the only type of giveaways that have proven to be a hit. Jane.com also run a few special types of campaigns which keep things fresh and exciting while driving huge amounts of action.
One particularly engaging type of campaign Jane.com runs are their yearly Easter Egg Hunts.
These campaigns require entrants to visit different pages on Jane.com to find the answers to various questions. The more questions you answer the more likely you are to win.
The Easter Egg Hunts have proven to be a massive success - with the most recent campaign driving over 500,000 actions from more than 30,000 different users!
As well as being engaging, fun and excellent at building positive brand associations, these campaigns also encourage users to explore Jane.com and familiarise themselves with the marketplace. This is a terrific way for Jane.com to promote their site and expose users to an array of products and deals in an authentic and fun manner.
Another type of campaign Jane.com has ran on occasion are refer-a-friend giveaways. These campaigns require entrants to subscribe to Jane.com's newsletter and share the campaign with friends in order to win. Users can also complete additional actions to increase their chances of winning.
These campaigns have helped Jane.com raise awareness and grow their mailing list. Two factors which are huge when your primary goal is customer acquisition.
Jane.com's weekly giveaways have played an integral role in their growth and success over the past few years.
In the last two years alone Jane.com have been able to drive over 4 million actions from their giveaways!
With each giveaway earning 5,000 users and driving 30-40K actions on average, it's impossible to deny the massive success that Jane.com's weekly giveaways have been.
These giveaways don't just drive actions for the sake of actions either.
Each campaign significantly helps Jane.com gain exposure from new users, grow their email list, increase their social media following and drive website traffic. All factors which greatly contribute to customer acquisition and revenue growth.
We receive a very high number of site traffic, new to file emails and extra revenue from these campaigns. It is a great way to drive traffic to the site.
These results just go to show how effective giveaways can be at driving E-commerce growth, especially when they're run on a consistent basis.