How Muckender Used a Creator Partnership to Run a Highly Targeted DIY Giveaway
Muckender partnered with Haxman to launch a targeted giveaway for builders and DIY enthusiasts, using Gleam to capture high-intent leads and drive engagement around their cleaning products.
Author
Charlotte Czarnota
United Kingdom
Content Marketer
Products Used
Integrations Used
Date of Publication
How Muckender Towels Turned A Giveaway Into An Email Audience
Muckender Towels used Gleam to capture an email audience. Every participant converted into a lead - a strong signal of audience relevance and intent. Rather than chasing volume, Muckender focused on quality participation.
Building An Audience Ahead Of A Product Launch
Muckender Towels used a giveaway to build an audience ahead of a product launch, focusing on capturing interest before asking users to make a purchase.
For a new launch stage brand, this stage is critical. Without an existing audience, every campaign relies on fresh traffic, making it difficult to build momentum over time. Instead of directing users straight to a product page, Muckender used a giveaway to introduce the brand and capture contact details for future campaigns.
The “Meet Haxman” Fan Giveaway acted as the main entry point, giving users a clear reason to engage while capturing email subscribers at peak interest.
Targeting Builders and DIY Enthusiasts
Muckender designed the campaign specifically for people who regularly deal with:
grease
heavy-duty cleaning
workshop environments
By partnering with Haxman, they ensured that the campaign reached users who already trusted the creator and understood the problem the product solves.
This alignment between creator, audience, and product is what made the campaign effective.
Offering a Highly Relevant, Experience-Based Prize
Instead of offering a generic reward, Muckender created a prize that directly appealed to their audience:
A private 30-minute Zoom call with Haxman
This gave participants the opportunity to:
Get advice on renovation projects
Ask practical questions
Interact directly with a trusted creator
They paired this with a Muckender Towel Care Package, reinforcing the product’s use case.
The result: a prize that felt personal, useful, and highly relevant
Using the Giveaway as the Entry Point
Muckender used the giveaway as the starting point of a structured campaign, not a standalone promotion.
After entering, participants moved through additional touchpoints:
Email and SMS follow-ups
Early access to limited product releases
Invitations to community-driven experiences
Each step guided users deeper into the brand, turning initial interest into ongoing engagement.
The giveaway didn’t end at entry - it triggered a sequence.
Campaign Performance And Results
The campaign generated consistent engagement:
1,486 impressions
917 actions completed
351 users entered
23.62% conversion rate
Alongside this, the campaign captured:
352 newsletter signups (Launch Alert)
288 confirmed entries
Newsletter signups closely matched total entries, indicating that most participants joined the email list during entry.
The campaign also drove traffic to social platforms, including 190 Instagram visits and 89 Facebook visits. These channels supported visibility, while the giveaway remained the primary conversion point.
Turning Entries Into Ongoing Communication
Muckender used Gleam to capture contact details and immediately bring participants into their marketing funnel.
All entrants were added to their Campaign Monitor email list, allowing them to:
send product updates
promote limited releases
share future campaigns
This ensured that each participant became part of an ongoing communication channel.
The giveaway created an audience - not just entries.
From A Single Campaign To A Repeatable Approach
One of the key outcomes of this campaign was not just the results, but the structure it created.
By using a giveaway to attract attention and capture email subscribers, Muckender established a foundation for future campaigns. The same audience could be re-engaged with new offers, product releases, or additional giveaways.
This reduced reliance on constantly acquiring new traffic and allowed each campaign to contribute to a growing audience base.
This campaign shows how brands can use giveaways to reach a specific audience, rather than targeting everyone.
Instead of focusing on scale, Muckender focused on:
Relevance
Creator alignment
Audience intent
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