Growing followers on social media for a business can be both challenging and time-consuming. It requires a combination of strategy, creativity, consistency, and patience.
It's not necessarily easy, but with the right approach and dedication, you can reach your goal. 💪🏻
But what if we tell you that you can quickly grow your followers in just 2 weeks just like what Coco O’Connor did for Actiiv? All you need is to partner with the right brand and use a viral marketing platform like UpViral.
Coco and Actiiv were able to achieve the following in 2 weeks:
🔥145,800 visitors
🔥69,300 leads
🔥16,300 Instagram followers
In this case study, we will explore the power of collaboration and how it can help you quickly expand your reach online! Keep on reading.
Who Is Coco O'Connor?
Coco O’Connor is the digital marketing manager for Zenagen, a well-known brand in the professional hair care industry. Zenagen is the parent company of Actiiv and Aila. Actiiv is another hair care brand, targeted more at the younger demographic. Aila on the other hand, is a nail polish company.
Why Did She Choose UpViral?
Coco chose UpViral — thanks to her mentor who taught her about the power of giveaways. She loved UpViral because of its ability to reward people for the things you want them to do.
Coco’s main goal in using UpViral is to increase Actiiv’s followers across social media — especially Instagram — and grow their email list.
An important thing to note is that Zenagen and Actiiv distribute their products via the salon channel and through Shopify.
She says that it’s important for a beauty brand to have a presence on social media because it shows how established the company is, which helps improve its reputation among its target market. This is why it makes sense to increase followers on Instagram.
Coco has tried other software and platforms to reach these goals but was not able to easily do it. They were able to increase their email list but not the followers and the brand awareness.
🤓To supplement your learning: Running a Contest Will Help You Reach These 8 Marketing Goals
The Campaign
Coco had done a few campaigns using UpViral, but their Sport Clips x Actiiv Giveaway was the most noteworthy. They were able to garner more than 145,000 visitors and over 69,000 leads. 🔥
The main idea behind the campaign was to utilize the power of collaboration. Actiiv was distributed in Sport Clips salons, and after a few emails were exchanged, they had agreed on the terms of collaboration, including adding the prizes and promoting it to their email lists.
After 24 hours, they already got 30,000 leads.
Additionally, they reached their goal of 10,000 followers on Instagram. As a bonus, they even gained more than 16,000 followers! And the campaign only ran for only 2 weeks.
Coco also appreciated that UpViral showed the number of campaign visitors because it indicated the amount of brand awareness.
Growing An Audience By Partnering With Another Brand
The campaign was a win-win situation for both businesses because Actiiv was able to borrow Sports Clip’s audience while Sports Clip benefited from increased brand awareness. In the end, the relationship of the two brands was strengthened.
The beauty of partnering with other brands is that you can leverage the combined audience, resources, and expertise of the businesses involved to achieve the same goal.
For example, by partnering with another brand, you gain access to their audience, increasing the potential reach of your giveaway. This allows you to connect with new customers who may not be familiar with your brand.
Collaborative giveaways often generate higher levels of engagement and participation as they offer more enticing prizes and appeal to a broader audience. Moreover, it can also provide opportunities for cross-promotion, which can lead to increased brand visibility and credibility.
Lastly, collaborating with another brand allows you to share the costs associated with organizing and promoting the giveaway. This is the perfect solution for companies with a tight budget.
💎Check out our case study Agency’s Multi-Brand Giveaway Event Leverages Prizes from Other Businesses to Score 6000 Fresh Leads for a Seasonal Business which offers a ton of valuable advice on collaborative giveaways.
Promoting The Giveaway
Coco used Facebook ads to promote the giveaway. She was inspired by another UpViral case study of a beauty company that did the same thing, so she thought she would do the same in her campaign.
Coco stopped doing FB ads after a few days since she accumulated so many leads on the first day as a result of collaborating with Sport Clips. As Sports Clip sent an email broadcast to its audience to promote the giveaway, Actiiv was able to accumulate 30,000 leads in only 24 hours.
The Landing And Share Page
In a giveaway, the landing page is the first page you see when you click a link or ad for the giveaway. It's like the doorway to the giveaway, where you find out about the prizes and how to join.
A “share” page, on the other hand, is a page that encourages participants to share the giveaway with their friends and followers on social media or through other means after successfully registering on the landing page. This helps spread the word about the campaign.
The share page often includes buttons or a link to easily share the giveaway on various social media platforms or via email.
Actiiv’s landing page was straight to the point, and the first thing visitors will see is the bundle of prizes.
The main prize was free haircuts for a year. Sports Clips gave away a chair, backpack, and tumbler while Actiiv offered their hair product, beard oil, a T-shirt, and sunglasses.
People interested in joining the giveaway only needed to provide their email address.
Coco also emphasized that participants had 25x chances to win to encourage them to perform the custom actions on the share page.
Each custom action was allotted different points, with following on Instagram being the top priority. This is consistent with their main goal of increasing followers on their social media page. Plus, referring a friend to a giveaway gives participants 5 more chances to win!
To maintain engagement, they would send a follow-up email and encourage sharing using the UpViral automation feature.
Announcing the Winner of the Giveaway
Coco used a randomizer tool to pick a winner. It was a bit challenging because of the huge number of participants.
You can also use UpViral’s built-in feature to pick a winner based on the highest number of points or select a random winner.
What To Do With a Huge Email List
Coco was able to get almost 70,000 leads through the UpViral campaign, which is a great achievement for any brand. The next question is, what should you do after getting this number of leads? 🤔
Coco said that the next thing on her strategy is to test for offers and introduce the list to the brand. This is because she had gained a new audience of people who are not that aware of the Actiiv brand. She plans to do this by providing value such as educating her audience about hair care.
This is the right decision because if you send out a promotion right away, many people might unsubscribe or mark your emails as spam. In short, taking time to nurture your email list is the way to go so you can see great results!
Coco’s Lessons and Key Takeaways
Coco’s biggest takeaway from the campaign is how easy it is to conduct a giveaway through UpViral.
She believes that time is the most valuable resource, because money and leads come and go, but you can never get your time back. With UpViral, running a campaign doesn’t take a lot of time, so you can use your time for other things.
Another thing Coco appreciated about using UpViral is how it shows you important data that can help your business.
It provides you the numbers such as how many people view the campaign all in one place.
During her career, Coco has used plenty of platforms, software, and dashboards. But she goes on to describe UpViral as the “silver bullet”.
For her, UpViral provides the silver bullet because it provides an efficient solution for viewing data related to viral marketing campaigns, without the need for other software tools and platforms.
Final Thoughts
In this case study, we have seen the power of collaboration in play. As a brand, you might be pressured to do everything alone, but know that collaborating with other brands can help you quickly reach your goal.
You just have to develop a win-win strategy, and it doesn’t have to be complicated. 😉
Coco tapped into the audience of Sports Clips to grow Actiiv’s email list and Instagram followers. The giveaway was a win-win for both brands since they were able to promote each other and strengthen their relationship.
If you’re interested in running your first giveaway, you can save time and money using the UpViral platform! Get started today!
