4 Causes had a bushy drawback.
The haircare model was launching a brand new product vary and needed to make sure sturdy gross sales.
They’d a loyal fanbase on Instagram however didn’t know how one can leverage it…
Till they found Digital Advertising Bot’s viral Instagram competitors technique utilizing Manychat.
Overview
Based 20 years in the past in Finland, worldwide hair care eCommerce model 4 Causes USA has since expanded worldwide with its vary of vegan, sustainable haircare merchandise, from on a regular basis staples like shampoos and conditioners to texture-specific styling merchandise and coverings.
The corporate’s imaginative and prescient is easy: “to encourage and empower folks with sustainable merchandise, the very best service, and a worldwide magnificence group.”
So to launch its new vary, 4 Causes The Unique, 4 Causes joined forces with Manychat Company Associate, Digital Bot Advertising, led by founder and CEO, Claudia Whetstone.
Claudia’s company focuses on buyer acquisition, engagement, conversions, and post-purchase assist utilizing omnichannel chat advertising and marketing funnels.
- 227.59% ROI
- 346% gross sales conversion enhance from Instagram
- $19,000 in gross sales attributed to Manychat
The problem
4 Causes needed to implement a viral giveaway contest technique to draw followers, promote The Unique product line on Amazon Market, and enhance engagement on Instagram.
Shying away from the drab “like, remark, tag” Instagram giveaways, 4 Causes needed a recent strategy to attain a brand new viewers, convert their present followers, and construct a database of high-quality leads.
They’d tried paid adverts and Amazon Sponsored adverts beforehand, however the Pay Per Click on (PPC) was costly and the model was not in a position to generate its personal buyer record.
When Claudia approached them, they have been excited to study extra about Manychat and the advantages it affords.
“4 Causes have been excited to make use of this Chat Advertising technique to generate their very own buyer record, and enhance their paid and natural put up engagement, which mirrored in reducing their PPC than every other paid goal they’d tried prior to now,” explains Claudia.
“It was apparent that Manychat could be your best option for this advertising and marketing marketing campaign because it supplies immediate and interesting communication with clients.”
The purpose
With the purpose to draw extra perfect consumers utilizing Instagram adverts and leverage their present engaged Instagram viewers, 4 Causes agreed {that a} viral giveaway marketing campaign, the place members may win mix-and-match haircare bundles, could be one of the simplest ways to check out Instagram DM Automation by Manychat.
“So, with that in thoughts, we designed our flows to gather first-party knowledge and supply their clients with their merchandise by means of an omnichannel advertising and marketing funnel,” explains Claudia.
The technique
Digital Bot Advertising created a lead technology funnel based mostly on viral engagement and sharing. Its principal function was to construct the model’s Instagram leads record of electronic mail addresses and cellphone numbers.
With a view to gas present entrants’ want to achieve extra entries, Digital Bot Advertising tapped into gamification. The company leveraged a strong human psychology idea – loss aversion concept.
The loss aversion concept states that people would moderately keep away from losses than purchase equal beneficial properties.
This concept performs an vital position in gamification as customers who earn or obtain awards because of gamification don’t need to lose them.
So, they’ll proceed taking part in as a way to retain them.
With this in thoughts, the Manychat stream would accumulate the entrant’s particulars and generate a singular ID that they might use to trace their progress on the leaderboard.
As well as, members additionally had entry to the leaderboard in Google Sheets, the place they might monitor their factors. The factors have been routinely awarded after every motion they took.
Hey gamification! 👋
Every day, contestants have been knowledgeable about their place on the leaderboard by way of SMS and electronic mail notifications.
All members obtained a second ID, a singular referral ID, which they have been instructed to share with their pals.
This referral ID allowed their pals to enter the giveaway contest, and the unique participant would acquire further factors.
Factors is also earned by performing the next actions to enhance members’ possibilities of successful:
- Reacting to a specific put up
- Following the model on Instagram
- Tagging three pals
- Finishing this sentence within the feedback: “My favourite scent of a shampoo is : _”
- Mentioning the model of their Instagram Story
- Sharing the competition giveaway put up with their pals, utilizing their distinctive Referral ID
Following the giveaway entry, members would obtain the 4 Causes Amazon promotion message.
All entrants obtained this provide to select one among 5 merchandise offered on Amazon.
“This helped with gross sales velocity on Amazon, improved rating and assessment technology,” explains Claudia.
“Utilizing promotional and academic content material, 4 Causes was additionally in a position to enhance gross sales from Instagram by remarketing to present and new followers,” Claudia provides.
The outcomes
A confirmed success, 4 Causes’ viral Instagram giveaway technique generated engagement charges 40% increased than every other natural content material 4 Causes had posted prior to now three years.
In a matter of weeks, not solely did the model generate extra leads, however in addition they decreased the price of these leads, down from $17 per lead (touchdown web page conversion) to a tiny 65 cents per lead utilizing Manychat.
As well as, from an advert spend finances of $2,300, the marketing campaign generated 3,539 new Manychat subscribers, 389 gross sales, and a 346% gross sales conversion enhance from Instagram.
In whole, this Manychat technique accounted for $19,000 in gross sales, and 227.59% ROI.
Key takeaways
In case you’re searching for game-changing methods to spice up your Instagram giveaway, then pay attention to these three vital elements:
- Design an omnichannel giveaway. Gathering electronic mail addresses and cellphone numbers not solely permits you to construct a wholesome database of high quality leads, which you’ll be able to remarket to sooner or later, however this additionally means you possibly can attain your clients on a number of touchpoints. You may remind them to carry out actions for further entries, and entice them to make a purchase order.
Leverage the viral energy of engagement and shares. Create a giveaway that appeals to your audience, and encourages actions like sharing, commenting, and following the model, which helps enhance your possibilities of going viral.
Make the most of gamification. Don’t overlook to faucet into human psychology! Gamify your giveaways utilizing techniques like leaderboards or scoreboards, badges, factors, countdowns, and progress bars.
Claudia has a remaining phrase of recommendation for first-timers trying to leverage Manychat:
“For companies new to utilizing Manychat, begin with Instagram because it tends to be the simplest and environment friendly platform for reaching outcomes,” she says.
“A lot of our shoppers have skilled vital income progress, generally as a lot as 100-800%, simply by utilizing natural content material on this channel.”
The contents of this weblog have been independently ready and are for informational functions solely. The opinions expressed are these of the writer and don’t essentially replicate the views of ManyChat or every other get together. Particular person outcomes could fluctuate.
