Social media is massive. Most online businesses now use social media as the primary marketing channel for exposing their products to an audience, promoting their brand and attracting new customers.
It's no wonder that any time we open up Instagram we're bombarded with content from brands and influencers all competing for our attention.
Gaining attention from consumers is undeniably important, but there's something even more valuable than attention:
Most brands will hire influencers and professional photographers all in the name of creating quality content, but where they fall short is spending the time and effort on engaging and interacting with the people who will endorse their brand most effectively - their customers.
OK Media understands this perfectly. Using social media as their key weapon, they have built three successful E-commerce brands out of their online community on YouTube, Twitch & Discord.
With a combined number of over 500,000 subscribers on YouTube, Tom Boyden and Jon Call (aka Jujimufu) from OK Media have successfully built an original fitness and lifestyle brand off the Internet by engaging online communities with high-quality video streams, successful social media marketing and outstanding audience interaction.
In this case study we're going to look at how OK Media was able to engage their audience, expand their community and grow their mailing list to 20k+ subscribers by giving away $7,000 worth of product to 150 lucky winners.
Having gained sufficient momentum from growing their online community, Tom and Jon turned their attention towards growing their mailing list and expanding their E-commerce offerings.
They knew that running a giveaway would help grow their mailing list exponentially and drive more traffic to their other social media channels, so that's exactly what they did.
When Tom first noticed that Twitch streamers were achieving overwhelming results by running giveaways with Gleam Competitions, he knew he had to give us a try.
We wanted to bolster our newsletter and I had seen Gleam used by folks in eSports and Twitch. Ever since I saw Gleam being used somewhere on Twitter, I knew it would be an insane tool for us to use!
It took no time for him to partner with 16 different fitness and lifestyle companies to build a $7,000 prize bundle to be awarded to 150 lucky winners:
In order to maximise the success of the campaign Tom knew it was important to reach his core audience of loyal community members as well as those who may be less familiar with the OK community.
This was achieved through the use of actions which awarded entries to users who were subscribed to OK's channels on YouTube, Discord and Twitch. This was an outstanding way to reward loyal community members who were already actively engaged with the OK brand.
Including these actions in the campaign was also a great way to engage new users and encourage them to join the thriving OK community.
YouTube has since prohibited the incentivisation of YouTube subscriptions with 3rd-party app giveaways, but you can still drive YouTube engagement by awarding entries to users who visit your YouTube channel.
The primary goal of the giveaway was to encourage newsletter signups and drive traffic to their brand new Instagram account, two actions which would greatly help OK Media develop their community, promote their offerings and drive sales.
Tom achieved this goal by awarding entries to users who signed up to their mailing list and visiting their Instagram account. To help drive these key actions, Tom put them right at the top of the campaign and awarded extra entries to users who completed them. Both terrific ways to maximise the completion of important actions.
Tom also awarded extra entries for the actions at the very bottom to encourage users to make their way through the entire list of actions. Nifty trick, eh?
A hugely important component of any giveaway is the prize.
You need to choose a prize that will appeal to the users you are trying to attract.
Tom wanted to draw in an audience that would be interested in the OK community and as well as their products, so he put together a fitness product bundle that would appeal to the exact group of consumers that he was trying to reach.
He also did a great job of clearly displaying all the brands he was offering products from to make it plainly clear what users stand to win.
When it came to promoting the giveaway Tom had things well and truly under control due to his expertise in social media.
He promoted the giveaway primarily on YouTube and Twitch, while also experimenting with Facebook and Instagram ads.
We promoted via YouTube videos for 2 weeks straight, one "direct bumper" on a video and the rest mentions and links in the description.
Since Jon already had a massive following of over 500,000 subscribers on YouTube, it was easy for them to promote the giveaway on YouTube. The giveaway was announced in one of their videos:
They also left a link to the Gleam competition in a comment underneath the video:
Tom also used the #announcement channel on their Discord server to announce about their giveaway. Towards the end of the campaign they made another announcement to drive extra traffic to the campaign:
Additional to their own promotion efforts, Tom also received support from both his prize sponsors as well as fans on social media:
Tom also experimented with using Facebook and Instagram ads to drive traffic to the giveaway. This was their first attempt at using these channels and they were surprised by the fantastic value they got from the effort, as the campaigns had a cost per click of only $0.12.
I also used several Instagram & Facebook ads to drive traffic and they had insane $/click, around $0.12 per click for some of the ads.
In the future, Tom plans to focus on creating targeted videos ads for Facebook and Instagram.