How Earthbath Turned a Giveaway Into a Research Study

About earthbath

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

A Kit Timed to a Season, Not Just a Sale

Summer is peak allergy season, the months when pets scratch the most, and it sits right before August, which earthbath marks internally as Itchy Pet Awareness Month. The campaign was built around that calendar rather than a product launch or a slow sales week, timed to when the problem it addresses is genuinely at its worst.

The prize matched that logic. Rather than give away a single earthbath product, the Itchy Pet Comfort Kit paired earthbath's topical grooming line with nutrition from WOOF and supplements from Holistic Vet Blend, an "inside-and-out" bundle built on the idea that treating itchy skin takes more than a bath. That's a different kind of partnership than a co-branded prize built to split reach: three brands each contributing the piece of the solution they actually make.

Numbers That Look Like a Giveaway, Behave Like a Survey

Per the reporting dashboard: 3,766 impressions, 7,579 actions, 1,085 users, a 28.81% conversion rate. The featured campaign ran embedded directly on earthbath's own site to keep it branded and increase the chances of converting entrants.

The action count is the number worth sitting with. Actions outnumbered impressions roughly two to one, meaning the average entrant completed multiple entry steps in a single visit rather than clicking just once. A giveaway built purely to maximize entries would optimize for the opposite: one tap, done. This one asked for more, and got it anyway.

What earthbath Actually Walked Away With

The entry flow didn't just collect entrants; it collected answers. Beyond the required pet-type question, 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, and 672 said whether they'd already changed their routine because of it, six real diagnostic questions, each answered by well over half of everyone who entered.

earthbath's stated goal going in was gathering that real-world, zero-party data on how widespread itchy skin actually is among pet owners, alongside growing the email list ahead of Itchy Pet Awareness Month. The campaign delivered on both: 44% of entrants said their pet battles itching daily, 58% said a soothing shampoo is their primary fix, and 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: proof of how common the problem actually is, sitting inside a subscriber list that's already told earthbath what it cares about, arriving right before the exact month earthbath 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, they compounded, which is likely a real part of why a long, multi-step entry flow still converted at 28.81% instead of losing people to friction.

The Campaign Didn't End at the Draw

Gleam was synced directly to earthbath's email platform, so entrants didn't disappear into a spreadsheet once winners were picked. Every non-winner received a thank-you email marking the campaign's close, flagging the upcoming Itchy Pet Awareness Month, and including an exclusive discount code. The same email list the campaign was built to grow became the channel earthbath used to immediately re-engage everyone who didn't win.

Running a Giveaway to Learn Something, Not Just to Grow Something

Most brands treat entry data as a byproduct, useful for retargeting, rarely built for insight. earthbath designed the entry flow itself to produce a finding: how many pet owners are dealing with this problem, and what they're already doing about it. The prize was the incentive. The data and the list it built were both the point.

That only works if the giveaway is timed to a moment the answers will actually matter for, and if the follow-up email is ready before the campaign closes rather than improvised after. Run without that timing, the same kit and the same multi-step entry flow would just be a slower way to collect email addresses. Run with it, the giveaway becomes something closer to a focus group that pays for itself in reach.

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