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 learn how to leverage it…
Till they found Digital Advertising 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 straightforward: “to encourage and empower individuals with sustainable merchandise, the perfect service, and a worldwide magnificence neighborhood.”
So to launch its new vary, 4 Causes The Unique, 4 Causes joined forces with Manychat Company Accomplice, Digital Bot Advertising, 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 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 contemporary method to attain a brand new viewers, convert their current 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 checklist.
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 technique to generate their very own buyer checklist, and enhance their paid and natural put up engagement, which mirrored in decreasing their PPC than some other paid goal that they had tried up to now,” explains Claudia.
“It was apparent that Manychat can be your best option for this advertising and marketing marketing campaign because it gives prompt and interesting communication with prospects.”
The purpose
With the purpose to draw extra supreme consumers utilizing Instagram adverts and leverage their current engaged Instagram viewers, 4 Causes agreed {that a} viral giveaway marketing campaign, the place individuals may 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 information and supply their prospects with their merchandise by way 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 foremost goal was to construct the model’s Instagram leads checklist of e mail addresses and cellphone numbers.
As a way to gas current entrants’ want to achieve extra entries, Digital Bot Advertising tapped into gamification. The company leveraged a robust human psychology idea – loss aversion concept.
The loss aversion concept states that people would relatively keep away from losses than purchase equal positive factors.
This concept performs an necessary position in gamification as customers who earn or obtain awards because of gamification don’t wish to lose them.
So, they’ll proceed enjoying to be able to retain them.
With this in thoughts, the Manychat stream would gather the entrant’s particulars and generate a novel ID that they might use to trace their progress on the leaderboard.
As well as, individuals additionally had entry to the leaderboard in Google Sheets, the place they might observe their factors. The factors have been robotically awarded after every motion they took.
Howdy gamification! 👋
Every day, contestants have been knowledgeable about their place on the leaderboard by way of SMS and e mail notifications.
All individuals acquired a second ID, a novel 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 achieve additional factors.
Factors is also earned by performing the next actions to enhance individuals’ possibilities of successful:
- Reacting to a selected 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, individuals would obtain the 4 Causes Amazon promotion message.
All entrants acquired this supply to choose considered 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% 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 necessary elements:
- Design an omnichannel giveaway. Amassing 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 prospects 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 neglect 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 attaining outcomes,” she says.
“Lots of our shoppers have skilled vital income development, typically 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 creator and don’t essentially replicate the views of ManyChat or some other get together. Particular person outcomes could fluctuate.
