How Earthbath Turned a Giveaway Into Product Research

earthbath.com is a natural pet grooming brand selling shampoos, conditioners, wipes, and sprays that are formulated around specific skin concerns, allergies, dry skin, itchy skin, shedding. They operate through their own Shopify storefront.

Because the products are specialist, earthbath's customers aren't casual pet owners grabbing whatever shampoo is on the shelf. Anyone shopping for a dog's specific skin concern is already paying attention to it.

That makes this audience primed for a diagnostic giveaway, one where earthbath can ask real, valuable questions and get real answers back.

The Perfect Occasion: Itchy Pet Awareness Month

Itchy Pet Awareness Month already exists in the pet industry, and earthbath timed their giveaway to land during it rather than around a product launch. Pet owners don't need to have heard of the month itself, their pet's itchy skin is already on their mind, and that's what makes the diagnostic questions feel like part of the conversation. You can borrow the same move. Pick a month your audience already cares about and build the campaign around it.

The prize matched the occasion too. Earthbath partnered with WOOF and the Holistic Vet Blend to build a themed bundle, and because none of the three brands compete with each other, the partnership worked without any friction.

The Campaign's Results

The campaign had a really good set of results:

• 3,766 impressions

• 7,579 actions

• 1,085 users

• A 28.81% conversion rate

The prize bundle, earthbath's Itch Relief Grooming Set plus the WOOF and Holistic Vet Blend items, runs to roughly $200 at retail, working out to $0.18 per new subscriber, well below what most acquisition channels cost per lead.
They ran the featured campaign embedded directly on earthbath's own site to keep it branded and to increase the chances of converting entrants.

Check Out What Earthbath Had to Say Themselves

Read how earthbath turned a giveaway into an opportunity to listen to their customers.

Check Out What Earthbath Had to Say Themselves

Read how earthbath turned a giveaway into an opportunity to listen to their customers.

Check Out What Earthbath Had to Say Themselves

Read how earthbath turned a giveaway into an opportunity to listen to their customers.

Actions outnumbered impressions roughly two to one, placing it in the 70th percentile for engagement depth among large Gleam campaigns. That's a sign entrants were completing several steps each rather than clicking once and leaving. This is the kind of depth a simple like-and-share post on social media doesn't get you.

Take a look below at the incredible data they managed to gather for their brand:

They Built Six Questions Into the Entry Flow

Beyond the required pet-type question, they asked six real diagnostic questions, and impressively, each were answered by well over half of everyone who entered:

• 812 people said how often their dog experiences itchy skin

• 781 detailed the specific signs

• 741 said when it's worst

• 726 named the likely trigger

• 688 explained how they currently manage it

• 672 said whether they'd already changed their routine because of it

earthbath said their goal going in was gathering real-world, zero-party data on how widespread itchy skin actually is among pet owners, on top of the usual giveaway perks like growing the email list, especially ahead of Itchy Pet Awareness Month.

The campaign gave them solid answers:

• 44% of entrants said their pet battles itching daily

• 58% said a soothing shampoo is their primary fix

• Over 70% said they'd already changed, or were considering changing, their pet's grooming routine specifically to manage sensitive skin

Those numbers do double duty. They're proof of how common the problem actually is, useful for product research on their own, but they're also sitting inside a subscriber list that's already told earthbath what those subscribers care about. That means earthbath can email them right before the exact month it planned to talk to them about it most.

Where the Entries Came From

Entries came in through many channels running at once: email newsletter broadcasts, on-site pop-ups, co-promotional social posts with the WOOF and Holistic Vet Blend partners, the embedded Gleam widget on earthbath's own storefront, and Meta ads.

None of these carried the campaign alone; together they built a multi-step entry flow that converted at 28.81%.

The Follow-Up After the Draw

Gleam synced directly to earthbath's email platform, so entrants didn't just disappear into a spreadsheet once winners were picked.

Every non-winner received a thank-you email marking the campaign's close. They flagged the upcoming Itchy Pet Awareness Month, and included an exclusive discount code for them to use.

The same email list the campaign was built to grow became the channel earthbath used to re-engage everyone who didn't win.

Get started now with your own Shopify giveaway campaign with the template below: