Muckender Towels Got 351 Entrants Before Launch With Haxman

Building a List Before Launch

Before its towels went on sale, Muckender Towels gave away three 30-minute Zoom calls with Adam and Kim from the YouTube channel Haxman. To enter, you subscribed to the Muckender Launch Alert. 351 people entered from 1,486 Impressions, a 23.62% Conversion Rate.

Muckender was a brand at launch stage with no audience yet. Without one, every campaign has to start from fresh traffic. So instead of sending people straight to a product page, Muckender used the giveaway to introduce the brand and collect email addresses it could use for every campaign after.

The “Meet Haxman” Fan Giveaway asked every Entrant to subscribe for the Muckender Launch Alert as their entry.

Built for Haxman’s DIY Audience

Muckender built the giveaway for people who deal with grease, heavy cleaning and workshop mess, which is the audience Haxman makes videos for.

That’s why Muckender partnered with Haxman. The channel’s viewers already trusted Adam and Kim, and they already knew the problem a heavy-duty towel solves.

Three 30-Minute Zoom Calls With Haxman

Muckender gave away three private 30-minute Zoom calls with Adam and Kim from Haxman, and each winner also got a Muckender Towel Care Package.

Winners could get advice on their renovation projects, ask practical questions, swap stories or talk about what’s next for the channel. The Care Package put the towels in the same box, so the prize showed what the product is for.

200 Town Hall Packs for Entrants

The giveaway was the first step, and entering started a sequence. Every Entrant also got email and SMS alerts for the first limited “Haxman Community Town Hall” Muckender Towel Packs. Muckender capped the run at 200, and each buyer got a place on a live Zoom Town Hall with Adam and Kim, up to 50 fans per call.

So an Entrant who didn’t win a call could still buy a place on a group call with Adam and Kim.

1,486 Impressions, 351 Entrants

Out of 1,486 Impressions, 351 people entered, a 23.62% Conversion Rate, and they completed 917 Actions between them, 2.6 Actions per Entrant. Impressions peaked on October 28.

The Launch Alert email signup was the entry Action, so every Entrant joined Muckender’s launch list. 288 Entrants clicked the Entry Confirmed Action, which pointed them to more ways to enter.

Entrants completed the Instagram Action 190 times and the Facebook Action 89 times. Those gave the brand some visibility on social, but the email signup was the Action that counted.

The Campaign Monitor List

Gleam sent each Launch Alert signup straight to Muckender’s Campaign Monitor list. Muckender uses that list to send product updates, promote limited releases like the Town Hall Packs and share future campaigns.

The next giveaway or product release can go to the same people, so Muckender doesn’t have to find all its traffic again from scratch. Each campaign adds to the list.

Key Growth Takeaways

Muckender Towels had no audience yet when it ran its “Meet Haxman” Fan Giveaway, and 351 people entered from 1,486 Impressions. So what can a brand at launch stage take from it?

• Make the Launch Alert signup the entry. The email signup was Muckender’s entry Action, so all 351 Entrants landed on its Campaign Monitor list. If you have nothing on sale yet, make subscribing the way in.

• Partner with a creator whose viewers need it. Haxman’s viewers deal with grease and workshop mess, and 23.62% of people who saw the giveaway entered. Choose a creator whose viewers already know the problem your product solves.

• Give away time with the creator. The prize was three 30-minute Zoom calls with Adam and Kim, each with a Muckender Towel Care Package. Pair time with your creator with your own product so every winner tries it.

• Line up a limited release. Every Entrant got email and SMS alerts for 200 Town Hall Packs, each with a place on a group Zoom call with Adam and Kim. Have a capped release ready to announce to your new list.