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Last week Molly-Mae did an Instagram giveaway. She spent £8k on gifts. So far it& #39;s returned:
• 210k Instagram followers
• 270k YouTube subscribers
• 550k new followers of her brand
That& #39;s < 1p / fan. Possibly the best ROI I& #39;ve seen.
Let& #39;s break it down
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• 210k Instagram followers
• 270k YouTube subscribers
• 550k new followers of her brand
That& #39;s < 1p / fan. Possibly the best ROI I& #39;ve seen.
Let& #39;s break it down
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1/ The most important thing Molly-Mae did was time her giveaway with reaching 1M YouTube subscribers.
This gave it purpose.
It wasn& #39;t just an attempt to get some new followers. It was a celebration. And people got behind her.
This gave it purpose.
It wasn& #39;t just an attempt to get some new followers. It was a celebration. And people got behind her.
2/ Next, let& #39;s look at the specifics.
Molly-Mae asked followers to “like and tag”. She also offered bonus entries for “multiple tags” or if users shared to their stories.
Each one created a mini viral loop which helped the post spread.
It worked. The post got 1.9M comments.
Molly-Mae asked followers to “like and tag”. She also offered bonus entries for “multiple tags” or if users shared to their stories.
Each one created a mini viral loop which helped the post spread.
It worked. The post got 1.9M comments.
3/ So, the giveaway exploded. To the point where it was becoming a meme.
Boys started sarcastically offering girls £5 to *not* enter.
The easy thing would be to not respond. But Molly did. And her self-awareness took ownership of the joke.
Boys started sarcastically offering girls £5 to *not* enter.
The easy thing would be to not respond. But Molly did. And her self-awareness took ownership of the joke.
4/ Finally, let& #39;s talk results.
Most giveaways try to grow the account hosting the giveaway.
But the people you’re targeting *already follow you*.
That& #39;s like running an ad *to your followers* asking them *to follow you*.
Most giveaways try to grow the account hosting the giveaway.
But the people you’re targeting *already follow you*.
That& #39;s like running an ad *to your followers* asking them *to follow you*.
5/ Molly-Mae realised giveaways are more effective at converting existing followers to *new platforms*.
She prioritised YouTube and her brand, “Filter by Molly-Mae”. And managed to pull 820k across!
She prioritised YouTube and her brand, “Filter by Molly-Mae”. And managed to pull 820k across!
6/ Last thing. Yes, it’s well-executed. But for £8k the return is still insane.
Molly-Mae& #39;s personal brand is what makes the difference.
If a fashion brand runs the same giveaway the numbers don& #39;t compare.
We don& #39;t celebrate brands. We celebrate individuals.
Molly-Mae& #39;s personal brand is what makes the difference.
If a fashion brand runs the same giveaway the numbers don& #39;t compare.
We don& #39;t celebrate brands. We celebrate individuals.
“£8k Instagram Giveaway → 1M followers” https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rückhand Zeigefinger nach rechts" aria-label="Emoji: Rückhand Zeigefinger nach rechts"> https://marketingexamples.com/giveaway/molly-mae">https://marketingexamples.com/giveaway/...
That& #39;s all folks. Hope you learnt something.
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Short, sweet and practical case studies!
Over and out — Harry https://marketingexamples.com/subscribe ">https://marketingexamples.com/subscribe...
If you really want to improve your marketing you might like my newsletter.
Short, sweet and practical case studies!
Over and out — Harry https://marketingexamples.com/subscribe ">https://marketingexamples.com/subscribe...
7/ Quick note. A lot of people saying:
“The problem with giveaways is people unfollow / disengage after”
True. And that& #39;s *exactly* the reason this giveaway was so clever...
“The problem with giveaways is people unfollow / disengage after”
True. And that& #39;s *exactly* the reason this giveaway was so clever...
