Invictus Templar's First Giveaway, 8.7 Actions per Entrant

Invictus Templar is a veteran-built tactical gear and body armor brand, selling NIJ-certified plates, plate carriers, and tactical belts to people serious about their own preparedness.

Around Independence Day it ran its first Gleam giveaway, the 1776 Independence Day Giveaway.

Entrants Who Came Back Daily

Invictus Templar's giveaway converted about 16% of its Impressions.

Each Entrant completed 8.7 Actions on average, and a big part of that came from one mechanic.

The entry form had 12 Actions, and two of them, the Daily Patriot Bonus Entry and the Daily Unique Code, could be completed every day for as long as the giveaway ran. The Daily Patriot Bonus Entry alone brought in nearly 39% of all Actions.

Those Actions came from Entrants returning day after day. A like-and-share Instagram post has one Action, so there's nothing to come back for.

Two Armor Kits and Five Runners-Up

Invictus Templar built a full kit for the grand prize rather than a single item. The Patriot Armor Kit was a Vigil IIIA High Cut Helmet, a set of two Agilis Ultralight III+ Plates, an Invictus Pattern Modular Plate Carrier, an Armiger Tactical Belt, Artisan Coffee and a PVC Patch Collection.

The Militia Armor Kit for second place had the same plates, carrier, belt and coffee, with two PVC patches and no helmet. Five runners-up each won an Armiger Tactical Belt and a PVC patch of their choice.

A kit like this speaks to an audience that already cares about preparedness and readiness.

With a second kit and five runner-up prizes on offer, more Entrants had a realistic shot at winning something.

Email and SMS Subscribers

The entry form included the Subscribe to Our Newsletter and Subscribe to our SMS List Actions. The giveaway added 969 email subscribers. It also brought in 728 SMS opt-ins, people Invictus Templar can reach directly after the draw.

Five more Actions asked Entrants to follow Invictus Templar on Instagram, X, LinkedIn and Facebook, and its Coffee and Crusade podcast on Spotify.

The Check Out Our Shop Action linked Entrants to the shop, and about 78% of Entrants clicked straight through to it.

Building a Giveaway Calendar

Calvin Bryant, Invictus Templar's owner, said, "It was our first time using Gleam, and we loved it."

He planned the next giveaway for the brand's anniversary in August, so July 4th became the first date in Invictus Templar's giveaway calendar.

Key Growth Takeaways

Invictus Templar's first Gleam giveaway kept Entrants coming back. So what can you take from it for your own gear brand?

• Add an Action Entrants can repeat daily. The Daily Patriot Bonus Entry alone brought in well over a third of all Actions. Add a daily bonus so Entrants have a reason to come back every day the giveaway runs.

• Collect email and SMS in one form. The newsletter and SMS Actions built two owned channels from one giveaway. Put both on your entry form so you can reach Entrants after the draw.

• Send Entrants to your shop. The Check Out Our Shop Action sent most Entrants straight to the store. Add one that links to the gear in your prize.

• Offer prizes below the grand prize. Invictus Templar gave away the Patriot Armor Kit, the Militia Armor Kit and a belt and patch to each of five runners-up. Add a second tier so Entrants not chasing the top kit still have a reason to complete one more Action.

• Book your anniversary giveaway next. Invictus Templar ran its first giveaway for July 4th and planned an August one for the brand's anniversary. Pick the next date that matters to your brand before this one closes.

Plan your next giveaway around a date your audience already cares about with our calendar playbook.