4 Causes had a bushy drawback.
The haircare model was launching a brand new product vary and wished to make sure sturdy gross sales.
They’d a loyal fanbase on Instagram however didn’t know tips on how to leverage it…
Till they found Digital Advertising and marketing Bot’s viral Instagram competitors methodology 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 and marketing, led by founder and CEO, Claudia Whetstone.
Claudia’s company focuses on buyer acquisition, engagement, conversions, and post-purchase help 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 wished 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 wished a recent method 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 gives.
“4 Causes have been excited to make use of this Chat Advertising and marketing technique to generate their very own buyer record, and enhance their paid and natural put up engagement, which mirrored in reducing their PPC than some other paid goal they’d tried up to now,” explains Claudia.
“It was apparent that Manychat can be the only option for this advertising and marketing marketing campaign because it gives instantaneous and interesting communication with clients.”
The purpose
With the purpose to draw extra preferrred patrons utilizing Instagram adverts and leverage their present engaged Instagram viewers, 4 Causes agreed {that a} viral giveaway marketing campaign, the place individuals might win mix-and-match haircare bundles, can be the easiest way 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 via an omnichannel advertising and marketing funnel,” explains Claudia.
The technique
Digital Bot Advertising and marketing created a lead era funnel based mostly on viral engagement and sharing. Its primary goal was to construct the model’s Instagram leads record of electronic mail addresses and telephone numbers.
As a way to gas present entrants’ want to achieve extra entries, Digital Bot Advertising and marketing tapped into gamification. The company leveraged a robust human psychology idea – loss aversion idea.
The loss aversion idea states that people would relatively keep away from losses than purchase equal beneficial properties.
This idea performs an essential position in gamification as customers who earn or obtain awards because of gamification don’t need to lose them.
So, they’ll proceed enjoying with a view to retain them.
With this in thoughts, the Manychat move would accumulate the entrant’s particulars and generate a novel ID that they may use to trace their progress on the leaderboard.
As well as, individuals additionally had entry to the leaderboard in Google Sheets, the place they may observe their factors. The factors have been routinely awarded after every motion they took.
Hiya gamification! 👋
Every day, contestants have been knowledgeable about their place on the leaderboard through SMS and electronic mail notifications.
All individuals acquired a second ID, a novel referral ID, which they have been instructed to share with their buddies.
This referral ID allowed their buddies to enter the giveaway contest, and the unique participant would achieve additional factors.
Factors may be earned by performing the next actions to enhance individuals’ possibilities of profitable:
- Reacting to a specific put up
- Following the model on Instagram
- Tagging three buddies
- 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 buddies, utilizing their distinctive Referral ID
Following the giveaway entry, individuals would obtain the 4 Causes Amazon promotion message.
All entrants acquired this provide to select certainly one of 5 merchandise bought on Amazon.
“This helped with gross sales velocity on Amazon, improved rating and assessment era,” 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% greater than some other natural content material 4 Causes had posted up to now three years.
In a matter of weeks, not solely did the model generate extra leads, however in addition they diminished 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 price range 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 the event you’re on the lookout for game-changing methods to spice up your Instagram giveaway, then pay attention to these three essential elements:
- Design an omnichannel giveaway. Accumulating electronic mail addresses and telephone numbers not solely means that you can construct a wholesome database of high quality leads, which you’ll be able to remarket to sooner or later, however this additionally means you may attain your clients on a number of touchpoints. You possibly can remind them to carry out actions for additional 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 last phrase of recommendation for first-timers seeking to leverage Manychat:
“For companies new to utilizing Manychat, begin with Instagram because it tends to be the simplest and environment friendly platform for attaining outcomes,” she says.
“A lot of our purchasers have skilled vital income development, generally as a lot as 100-800%, simply through the use of 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 some other occasion. Particular person outcomes could fluctuate.
