OK Media Turned a YouTube Community Into 21,651 Entrants
OK Media ran a $7,000 giveaway with 16 sponsors and got 21,651 Entrants, 125,613 Actions and 17,763 Very OK List joins.
Author
Products Used
Date of Publication
A $7,000 giveaway with 16 sponsors drew 21,651 Entrants and 125,613 Actions between September 8 and 26, 2018.
OK Media's giveaway was extended once, after Jujimufu added winners and pinned an update on YouTube.
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People buy because of the community and value it brings them rather than us constantly marketing via direct social media.
Tom Boyden
OK Media
Community Before Marketing
Most brands pay influencers and photographers to make their content. OK Media spent that effort on the people who already watched them.
Tom Boyden and Jon Call (aka Jujimufu) built three E-commerce brands from their YouTube, Twitch and Discord communities.
OK Media gave away $7,000 of product from 16 sponsors. The giveaway drew 21,651 Entrants and 17,763 Join the Very OK List completions.
Three Brands, Three Channels
Tom Boyden and Jon Call (aka Jujimufu) are the body building duo behind the OK community which spans across YouTube, Discord and Twitch.
On Discord, OK is a lifestyle and gaming community focused on giving fellow athletes a space to share their fitness techniques and regimes. Discord also acts as a main portal for Tom and Jon to announce their activity from other channels, such as live streams or new videos.
On Twitch, Tom regularly streams videos of himself and friends training in his garage gym.
On YouTube, Jon regularly posts strength training tutorials, vlogs and collaborations with others in the community.
Together they run three E-commerce brands in fitness and lifestyle:
OK Stuff: Clothing
Acrobolix (now Jujimufu): Fitness supplements
Grip Genie: Grip strength equipment
Tom identified that the fitness industry was saturated with brands who didn’t “give a damn” about their community, so they took to posting quality content on social media to provide maximum value for their customers. They even allowed their audience to actively participate by getting involved in their Discord community.
(The) Fitness Industry basically does the opposite, it’s very in your face constant marketing without giving a damn about your “community”.
People buy because of the community and value it brings them rather than us constantly marketing via direct social media.
A $7,000 Prize From 16 Sponsors
Tom and Jon wanted to grow their mailing list and widen their E-commerce range.
They ran a giveaway to grow the list and send people to their other channels.
Tom had seen Twitch streamers running Gleam Competitions and decided to try one.
We wanted to bolster our newsletter and I had seen Gleam used by folks in eSports and Twitch. Ever since I saw Gleam being used somewhere on Twitter, I knew it would be an insane tool for us to use!
Tom partnered with 16 fitness and lifestyle companies on a $7,000 prize bundle.
Twelve Ways to Enter
Tom wanted to reach loyal community members and people new to OK. The widget gave entries for being a subscriber to Tom’s channel (+1), Jujimufu’s channel (+1) and Twitch (+2), and for joining the OK Discord (+1).
YouTube has since prohibited the incentivisation of YouTube subscriptions with 3rd-party app giveaways, but you can still drive YouTube engagement by awarding entries to users who visit your YouTube channel.
+3 for the Newsletter, +2 for Instagram
The main goals were newsletter signups and visits to the new @okstuffok Instagram account.
Tom put Join the Very OK List (+3) and Visit @okstuffok on Instagram (+2) at the top of the widget.
Tom also awarded extra entries for the actions at the very bottom to encourage users to make their way through the entire list of actions. Nifty trick, eh?
A Prize Bundle Built for the Audience
Tom built the bundle from products he and Jon already feature in their content.
The widget shows the sponsor logos in a feature image slider.
Where the Promotion Ran
He promoted the giveaway primarily on YouTube and Twitch, while also experimenting with Facebook and Instagram ads.
We promoted via YouTube videos for 2 weeks straight, one “direct bumper” on a video and the rest mentions and links in the description.
YouTube: Pinned Comment and Bit.ly Link
The giveaway was announced in one of Jon’s videos:
Jujimufu pinned a comment under the video with a Bit.ly link to the giveaway. It has 127 likes.
Tom tracked the giveaway link with Bit.ly and told Gleam most Entrants came from YouTube.
Discord, Launch Day and Last Day
Tom announced the giveaway in the #announcement channel on Discord on September 8, and again on the last day, September 26.
Sponsors and Fans Join In
Prize sponsors and fans also posted about the giveaway.
$0.12 a Click on Facebook and Instagram
Tom ran Facebook and Instagram ads for the first time. Some of them cost around $0.12 a click.
I also used several Instagram & Facebook ads to drive traffic and they had insane $/click, around $0.12 per click for some of the ads.
21,651 Entrants, 125,613 Actions
The giveaway recorded 80,651 Impressions and 21,651 Entrants, a Conversion Rate of 26.85%. Entrants completed 125,613 Actions, 5.8 per Entrant. Join the Very OK List had 17,763 completions, 82% of Entrants.
Actions peaked at about 24,800 on September 8, the launch day. Smaller peaks fell on Sep 12 to 13, Sep 17 and Sep 25. Jujimufu pinned a YouTube comment saying he’d added 10 more winners and extended the giveaway.
Jujimufu subscribers claimed 16,500 bonus Actions and Tom’s subscribers 13,634, against 21,651 Entrants. Join the Very OK List had the most completions of any Action, at 17,763.
Tom reported that some Twitch subscribers paid for a subscription to earn the +2 entries. Bonus for Twitch subscribers had 458 completions.
Visit @okstuffok on Instagram had 9,838 completions, 45% of Entrants.
Key Growth Takeaways
Find the Channel Your Audience Already Uses
Tom and Jon use YouTube to reach viewers and Discord as the community’s home. Discord is also where Tom announced the giveaway.
Show Every Sponsor on the Entry Page
16 companies supplied prizes worth $7,000 in total. Tom and Jon had already featured all of the brands in their content.
In the launch video, Tom and Jon spent the first minute and a half showing prizes from brands they use regularly:
Sponsors promoted the giveaway on social media.
When setting up the Competition, Tom also took advantage of our featured image slider to show off all the valuable prizes which helped increase their allure.
Our partner campaign guide shows how to find a brand that suits your audience:
Learn How to Run a Partner Campaign
Find out everything you need to know about using Gleam to partner up with other brands and run powerful giveaways.
Tom’s Four Rules for a Community
In his own words, here are some tips from Tom on managing an online community:
Discord or Reddit or a few other places allow you to directly connect with people and develop an internet home for them.
You can get far by responding and listening to comments/replies on your products and comments, but developing a place for them to hang is big.
Make the effort to meet up with people face-to-face. We’ve had free meetups with 200 people that are organized through Discord and YouTube, just gotta take the extra step that most creators and companies aren’t doing.
Develop a culture of you and the users together rather than “I’m over here”/“they’re over there” or that they are fans/customers but that’s all I’ll acknowledge.
People just want to be a part of something and it’s easier than ever to actually make that happen, before you’d have to make a cult or religion and register it at the State building. That would suck.
If you’re looking for some quick wins in engaging with your online community, here are some pointers:
Create ways for the community to participate in activities, one good way is by collecting user-generated content (UGC) from community members. You can learn more about collecting UGC through contests with our guide:
Learn More About Running Photo Contests
Find out everything you need to know about running an engaging photo contest and displaying submissions in a stylish gallery.
One Goal Gets the Top Spot
Pick the Actions you most want and give them the top spot in the widget.
Tom and Jon had plans to release a new product line for their clothing brand and grip strength equipment brand, OK Stuff and Grip Genie. In the lead-up to these releases, they wanted to drive newsletter signups and grow their Instagram following as a means of promoting their products to a highly targeted audience.
Join the Very OK List and Visit @okstuffok on Instagram sat at the top with the highest values. They had 17,763 and 9,838 completions against 21,651 Entrants, 82% and 45%.
Leave other Actions open for people who skip the newsletter. Tom did, with 11 other Actions.
Weigh heavily the actions that you’d like people to focus on, e.g. the newsletter for us. We still gave plenty of other actions for our following to engage with if they didn’t want to sign up.
Run Your Own Community Giveaway
Start your own community giveaway from the template below:
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