4 Causes had a bushy drawback.
The haircare model was launching a brand new product vary and wished to make sure sturdy gross sales.
That they had a loyal fanbase on Instagram however didn’t know learn how to leverage it…
Till they found Digital Advertising and marketing 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 straightforward: “to encourage and empower individuals with sustainable merchandise, the very best service, and a worldwide magnificence group.”
So to launch its new vary, 4 Causes The Authentic, 4 Causes joined forces with Manychat Company Accomplice, Digital Bot Advertising and marketing, led by founder and CEO, Claudia Whetstone.
Claudia’s company focuses on buyer acquisition, engagement, conversions, and post-purchase assist utilizing omnichannel chat advertising 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 Authentic product line on Amazon Market, and enhance engagement on Instagram.
Shying away from the drab “like, remark, tag” Instagram giveaways, 4 Causes wished a contemporary approach to attain a brand new viewers, convert their current followers, and construct a database of high-quality leads.
That they had tried paid advertisements and Amazon Sponsored advertisements beforehand, however the Pay Per Click on (PPC) was costly and the model was not in a position to generate its personal buyer checklist.
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 and marketing technique to generate their very own buyer checklist, and enhance their paid and natural publish engagement, which mirrored in decreasing their PPC than another paid goal they’d tried previously,” explains Claudia.
“It was apparent that Manychat can be the only option for this advertising marketing campaign because it supplies on the spot and interesting communication with clients.”
The purpose
With the purpose to draw extra very best consumers utilizing Instagram advertisements and leverage their current engaged Instagram viewers, 4 Causes agreed {that a} viral giveaway marketing campaign, the place contributors might win mix-and-match haircare bundles, can be one of the best ways to check out Instagram DM Automation by Manychat.
“So, with that in thoughts, we designed our flows to gather first-party information and supply their clients with their merchandise via an omnichannel advertising funnel,” explains Claudia.
The technique
Digital Bot Advertising and marketing created a lead technology funnel based mostly on viral engagement and sharing. Its important objective was to construct the model’s Instagram leads checklist of e mail addresses and cellphone numbers.
In an effort to gas current entrants’ need to achieve extra entries, Digital Bot Advertising and marketing tapped into gamification. The company leveraged a robust human psychology idea – loss aversion concept.
The loss aversion concept states that people would fairly keep away from losses than purchase equal good points.
This concept performs an necessary function in gamification as customers who earn or obtain awards on account of gamification don’t need to lose them.
So, they are going to proceed taking part in with the intention to retain them.
With this in thoughts, the Manychat circulate would acquire the entrant’s particulars and generate a singular ID that they might use to trace their progress on the leaderboard.
As well as, contributors 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.
Hi there gamification! 👋
Each day, contestants have been knowledgeable about their place on the leaderboard through SMS and e mail notifications.
All contributors acquired a second ID, a singular 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 further factors.
Factors may be earned by performing the next actions to enhance contributors’ probabilities of successful:
- Reacting to a specific publish
- 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 publish with their buddies, utilizing their distinctive Referral ID
Following the giveaway entry, contributors would obtain the 4 Causes Amazon promotion message.
All entrants acquired this provide to choose certainly one of 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 current and new followers,” Claudia provides.
The outcomes
A confirmed success, 4 Causes’ viral Instagram giveaway technique generated engagement charges 40% increased than another natural content material 4 Causes had posted previously three years.
In a matter of weeks, not solely did the model generate extra leads, however additionally 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 on the lookout for game-changing methods to spice up your Instagram giveaway, then pay attention to these three necessary components:
- Design an omnichannel giveaway. Accumulating e 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’ll be able to attain your clients on a number of touchpoints. You’ll be able to 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 probabilities of going viral.
Make the most of gamification. Don’t overlook to faucet into human psychology! Gamify your giveaways utilizing ways 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 reaching 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 creator and don’t essentially replicate the views of ManyChat or another occasion. Particular person outcomes might differ.
