THE CAMPAIGN GOAL

The goal was to host a giveaway to attract people in the brand’s target market: those who are interested in creating a healthier lifestyle and who are aware of the benefits of alkaline water.

In previous contests, Waiakea had generated around 20k leads after giving away a trip for two to Hawaii.

With each contest, there are new challenges and Waiakea’s team has learned to implement new strategies and refine old strategies…

While continuing to set higher and higher goals!

Not only that, but Waiakea was also looking to partner up with a bunch of complementary brands to increase the reach and results of their giveaway.

Stay tuned… we will be sharing more on that later in this post!

ABOUT THE BRAND

Waiakea is a top shelf alkaline water company. Even though they sell water, digital marketing has been a huge part of their growth strategy as they sell in stores and via their website.

Their mission is to create a transformation within the bottled water, beverage, and greater CPG industry.

Moving away from singular profit and towards a triple bottom line model that emphasizes people and planet.

Waiakea’s target audience

Includes men and women who are interested in living a healthy lifestyle and who values sustainable and ethical brands and products.

Marketing tactics they employ

1. Running partner giveaways using VYPER.

2. Producing massive amounts of content – mainly Instagram posts which can be used in advertising campaigns.

3. Using brand ambassadors in Hawaii to exchange product for social content.

Influencer marketing tip

Sending influencers free content in exchange for content (images and videos) is a good trade-off. Make sure that you get the influencers posting the content to social and sending you the original files for advertising material.

Another way to get user-generated content is to include it as a bonus action in your giveaway.

For example:

  • Upload a video of you using our product for 100 points.
  • Upload an image of you doing XXX for 100 points.
  • Post a photo to Instagram of you doing XXX for 100 points.
  • Etc. Etc. This can work for any type of content or channel.

WAIAKEA FACT SHEET

Type: E-commerce
CMS: Shopify
Founded: 2012
Industry: Hydration & Lifestyle
Campaign Type: Hosted Partner Giveaway
Websitewaiakeasprings.com

This is their first VYPER campaign as they have just switched over from Gleam.

A few stand out facts that make this eCom store successful. You can take some of these points and apply them to your store.

  • Created good content
  • Implemented a subscription model
  • Invested in offering a great prize
  • They continue to run giveaways to grow their brand
  • Responsive to social conversations

HOW TO HOST A GIVEAWAY

The idea to host a joint partner giveaway was a crucial part of collecting over 60k+ emails and over 14k+ new instagram followers for Waiakea (the 124,493 Instagram followers were all partners combined, more on that later).

When it comes to finding partners there are a few things you will want to do. It’s important as the right partners can make or break your campaign. Relationships can also be used again in the future so giveaways are a great way to connect!

📩 THE PITCH EMAIL

Craft your pitch email. You are going to want to highlight all the benefits of partaking. You will also want to follow up 2-3 times via email.

📮 OUTREACH EMAIL

Find the contact information to all the marketing managers of these brands. You can use a number of tools for this. Check out this list!

😀 USE YOUR NETWORK

Tap into your current network. Do you have any  connections that have products or services that would fit your brand and giveaway? Join groups to connect with others.

😁 CHOOSE GOOD PARTNERS

Hosting a successful giveaway can be a disaster if you do not choose the correct partners. Don’t work with competitors or brands  not willing to share the giveaway with their audience.

 

SENDING OUTREACH EMAILS

Once you have a list together containing your top choice partners, it will be time to contact them. Here’s how to send your outreach emails efficiently.

You can use an email marketing software or simply send them out manually (manually is usually easier if you have under 30 contacts).

There’s many outreach tools out there you can also use. We use Mailshake personally.

In this contest, Waiakea sent out all the email manually.

It makes it a little more personal and you get a much better response rate especially if you connect with them on multiple networks.

For example, connect with them on LinkedIn or Facebook, then send them your pitch email to join your hosted giveaway.

Keep reading to find out the exact email you need to send to your partners.

Hey <<PARTNER>>,

We’re setting up a contest and I think <<PARTNER>> would be a great partner.

<<OTHER PARTNERS>> are in the final stages of signing up so I think the campaign is going to do really well.

If you’re interested in participating, we’re looking for contributions of <<WHAT YOU WANT TO ADD TO YOUR PRIZE>> to participate.

Why should you participate? 

  • We will push the contest out to 100’s of thousands of people in your target demo (email, followers, ads etc).
  • Your brand will get a lot of exposure to all these new potential customers.
  • We are partnering with 4-6 eCom complimenting companies to all share the impressions from the giveaway.
  • Your company & chosen offer will be promoted to everyone who enters.

I’m the founder of <<YOUR WEBSITE>> and we <<WHAT YOU DO>>!

Let me know if you’re interested or if you want to jump on a call to discuss further.

Look forward to hearing from you.

As mentioned it’s really important to do a few things to improve your chances of locking in great partners, manage a successful giveaway and keeping your new leads happy.

  • Follow up 2-3 times when emailing partners as most people will need to think about this or get approval from someone else.
  • When you host a giveaway it’s common for brand partners ask for the email list, it’s a good idea to offer them a bonus action like, “follow this brands Instagram account” instead. Sharing the email list is not good for the end user.
  • Keeping the email list to yourself also keeps your new leads happy. Getting a sales email from every giveaway partner as soon as the contest ends is super annoying. It does not start the new relationship off well.
  • You will have a much smaller chance of converting a lead if you have broken their trust and shared their personal information, given fake scarcity or tricked them. Be honest and genuine.
  • Keep a Google sheet to manage partners log how many times you followed up, what their response was, their prize contribution, if they emailed their list and if they delivered the prize to the winner.

So get networking and make a list of potential partners to use in your next hosted contest! As you can see from this case study, it’s well worth the effort and will pay off big time in terms of campaign reach and results.

⚡️

CREATE A SIMILAR CAMPAIGN FOR YOUR BUSINESS?

Check out VYPER for free or sign up to a live webinar to see how the tool works and all ways you can use it to build contests, giveaways, sweepstakes, leaderboards and reward programs.

  • Increases social followers
  • Increases social engagements
  • Incentivizes sharing+ referrals
  • Collects user generated content
  • Reward Options = Milestone, Placement, & Random
  • Generates reviews & feedback

Check out VYPER for free or sign up to a live webinar to see how the tool works and all ways you can use it to build contests, giveaways, sweepstakes, leaderboards and reward programs.

CREATE YOUR VIRAL CONTEST

BUILDING THE GIVEAWAY!

It’s worth spending a bit of time creating a giveaway that looks good, fits your brands, and optimized for conversion. Here’s how to build a giveaway designed to grow your audience.

 

In this example, Waiakea decided to use the hosted giveaway option in VYPER.

This meant that they designed their own landing page then embedded the VYPER giveaway sign up fields on that page.

Using the embed option allows brands to maintain a high level of customizability.

See an example on the landing page below. You can also check out the widget option here.

You can see that they did a few things really well to help get them a 24% conversion rate.

They included a breakdown of what you can win and showed the prize value and images of all the products they were going to receive if they won the contest.

Below are 5 key conversion aspects of the contest building process you need to focus on to get the best possible results from your hosted partner giveaway.

Check them out!

🏆

PICKING THE PRIZE

Make sure you pick a prize that is unique and has a high perceived value to your target audience. This will improve the quality of your leads. Give out your product, experiences, trips, other brand products, etc.

🎖

MULTIPLE REWARD TYPES

Use multiple rewards to keep everyone engaged and motivated. Placement rewards (1st place) help competitiveness, milestone rewards (100 points unlock X) help progress and random winner rewards keep all entrants hopeful.

🖥

THE CONTEST DISPLAY

The VYPER landing page is the easiest way to run your giveaway, but the widget will help convert more website traffic while the embed option gives you a huge amount of customization.

🔥

CREATE A BEAUTIFUL DESIGN

The design of your giveaway will help get people excited, include images and video on the landing page to increase conversion rate. Clearly show what people can win!

Once you have created your landing page, make sure to share it with a few coworkers and friends to see if they understand what you are trying to do and what the benefit to them (giveaway contestant) is.

It’s important that you make your contest clear as to what the benefit is to the contestant.

Once they understand the value your are offering, it is much easier to ask them to share your brand, engage with your social content, and refer their friends.

Before you launch, think: Does the effort = the value of the reward?

For example, am I going to spend 5 hours trying to win a $5 gift card? Probably not.

MARKETING THE GIVEAWAY

Marketing is by far the most important thing to a successful giveaway, but can also be the most challenging. Utilizing partners like Waiakea makes it much easier.

Become the giveaway host, that way you can leverage your partners to help you with the marketing.

By including other brands, you add a huge amount of potential reach through the partner’s email lists and social accounts.

The easiest way to kickstart a contest is through your immediate network. That’s your email list, social channels, and direct contacts.

VYPER GROWTH HACKING TIP

So when you host a giveaway you multiply your potential audience size with each brand that is part of the contest. In Waiakea’s case, 11 brands meant 11 new email lists to tap into.

The best way to get your partners to email their list about your giveaway is to explain the advantage to them.

Explain that all partners will be “cross-promoting” each other by sending out emails and posting to social media about the giveaway.

This is why having a good list of partners that all complement each other and share a target market will improve the success rate of your hosted giveaway.

You can see that they did a few things really well to help get them a 24% conversion rate.

They included a breakdown of what you can win and showed the prize value and images of all the products they were going to receive if they won the contest.

Below are 4 key conversion aspects of the contest building process you need to focus on to get the best possible results from your hosted partner giveaway.

Check them out!

GROWTH ACTION #1

Emailed Their Own List

It’s super important to start your giveaway with a big bang. The easiest way to do that is to share it with your immediate audience. Sharing it with a your email list (people who are already familiar with Waiakea) are much more willing to share your giveaway with their friends, family, and co-workers.

Not only that but they are more than likely to hang around people similar to themselves so you are still attracting new leads and customers.

GROWTH ACTION #2

They got all partners to send out an email to their list about the giveaway

The whole point of putting in all the work and hosting the giveaway or contest is to be the one who ultimately benefits. If you can get all your partners to share the contest with their list, social channels and website visitors you will multiple your initial reach a LOT.

This is how Waiakea was able to collect such a large amount of emails and Instagram followers.

GROWTH ACTION #3

Got all partners to post to social about the giveaway

As mentioned above, leverage your partners as much as possible.

Create images and videos that they can share on their social channels, make it as easy as possible for them to get the image or video, then copy and paste a caption for their post.

It’s a good idea to make a “promotion kit” to share with all partners which has files and swipe copy.

Leverage Instagram and Facebook stories as brands are much more open to posting something that does not stay on their wall. More on that here.

GROWTH ACTION #4

Posting to Social, Paid & Organic

Not only did they run ads to promote their contest, but they continually posted to their Facebook and Instagram channels.

There were a few of the organic posts to Facebook.

The posted about ever 3-5 days, also on Instagram

GROWTH ACTION #5

As soon as a user entered the giveaway they were told how to collect points.

This was to refer others with their unique link and complete bonus actions. This made it clear to users what they had to do to win the prizes.

The posted about ever 3-5 days, also on Instagram

THE GIVEAWAY RESULTS

Waiakea’s hosted giveaway took off on day one since they had organized for all their partners to email their list on the first day to make the most of the contest run time.

This made sure that the launch was a success and the viral sharing mechanism kicked in from day 1.

Below are a few more results they achieved from their hosted partner giveaway.

 

“We liked the customization and the power of more flexibility in VYPER compared to Gleam, the trigger emails were also a huge benefit.

Sophia Lotter, Director of MarketingWaiākea

Not only did Waiakea collect a whopping 62k email leads from hosting a giveaway, but they crushed their goals for building their Instagram followers.

It was really important for them to focus on Instagram as a lot of their lifestyle persona is built on this social channel.

 

Focusing on your main social channel

When you create your own giveaway, make sure you focus on the top 1-2 channels your customers use the most.

This will really help you focus on building engagement on that platform.

It also keeps contestants focused on those specific bonus actions so the usability is easier on their end (they don’t have to sign in and change between a bunch of accounts).

 

Run multiple giveaways

If you want to focus on all your channels, host a giveaway every few months for each specific channel or rotate the bonus actions during the giveaway.

The compounding effect of running contests will help you launch to a larger and larger seed audience each time.

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