One way to organically raise brand awareness, increase engagement rate, follower growth, and overall brand likability on your social channels is through a collaborated giveaway!
There's an art to executing a giveaway, doing it well, and getting the maximum return on your efforts. If you've ever coordinated one yourself, especially with one or a few other brands, you know it's a process that can even take months to complete from start to finish.
You must find the right brands to partner with, pitch your unique giveaway angle to the correct contact, and produce strong social imagery and copy writing that all brands involved approve of.
It's a lot to keep track of as a full-time Social Media Manager especially if you're also juggling your monthly content calendar, influencer outreach, community management, and everything in between. Having gone through this process quite a few times, I wanted to give you an inside scoop into how to do it well and keep everything organized.
Here are my "Top 6" tips on executing an amazing and valuable giveaway for your brand!
1. Create a fun & creative theme
Surround your giveaway efforts around a specific theme! This will give you clear direction on the products and brands you want to include. For example, on Valentine's Day, we ran a giveaway themed around "Loving Yourself," including all the best self-pampering essentials and joining forces with brands such as Herbivore Botanicals, Slip Silk Pillowcases, and Venus et Fleur.
Think of relative social holidays, product launches, and seasonal themes to help you get started. For example, if I were running a giveaway for the First Day of Summer coming up on June 21st, I'd reach out to swimwear, beach umbrella, sunglass, or beauty brands that focus on sun-care and summer essentials. Having a cohesive theme shows your audience that you're in tune with what their interests, desires, and favorite brands are.
2. Choose giveaway partners that make sense for your brand
Choose brands that are aligned with your brand's vision and values, have a similar follower count (or more), and products within your same price point that will photograph nicely together. A co-branded giveaway is a fun way to marry brands together, build business, boost awareness, and break into new markets — if, and only if, the partnership makes sense and is a win-win for all brands involved.
It may sound obvious, but if you're a cruelty-free, natural beauty brand then don't partner with another brand that sells toxic make-up or uses unethical practices. Remember to choose partnerships wisely and strategically.
3. Make an excel sheet to stay organized
Once you've compiled a list of brands to reach out to create an Excel spreadsheet to keep everything organized.
The sheet should include the brand name, Instagram handle, number of followers, email contact, a note about the brand, and their response. You can see an example below:
This will help you stay organized and on top of the brands you've reached out to, especially if you're pitching 10 brands or more at a time.
4. Delegate who's in charge
If you're hosting the giveaway and reached out to the brands, decide who will be in charge of imagery and make sure you're on the same page. Send photography inspiration and direction if you aren't taking the images yourself and don't be afraid to vocalize if you aren't 100% in love with the image they provide. You'll find that some brands will take the initiative — but a general rule of thumb is if you reached out, it's your responsibility to coordinate between brands, execute photography, copywriting, picking the winner, and sending the product.
There have been times where brands reached out to my specific clients for giveaways and somehow I ended up taking the imagery, writing the copy, and having to ship the product, while coordinating back and forth with all the other brands involved...
It's very unlikely that I'd say yes to doing a giveaway with that team again.
5. Execute high-quality imagery and copy for social
Once you decide who's in charge, make sure you execute high-quality imagery and copywriting for social! Make the image beautiful, showing off all the product clearly so your followers know what will be included. Keep it simple, using minimal props, and take the image in bright natural light.
You also want to include all the giveaway details and rules of entry into the caption.
Here's an example below:
"Celebrate the First Day of Summer and start off the sunny, new season by entering to win our Summer Essentials Giveaway! We’ve teamed up with @lspaceswim, @coola, + @lackofcoloraus to give one lucky winner an amazing bundle of all the essentials you need to look and feel your best this summer. To enter to win:
1. You must FOLLOW @yourbrand, @lspaceswim, @coola, + @lackofcoloraus (we'll be checking!) 2. TAG a friend you'd like to spend your summer with in the comments below (multiple entries accepted)
3. BONUS ENTRY: Share this photo on IG Stories and (tag @yourbrand) Giveaway ends Monday 6/25. Winner will be announced by 4pm PST. Good luck!"
6. Ship the product nicely + thank all the brands involved
Pick the giveaway winner and make sure to check they are following all the brands involved! Ship the product in a nice box and leave a personalized note — remember you are establishing a relationship with a new customer and want them to become a loyal brand fan for potential future purchases.
Lastly, send a thank you email to all the brands involved for their participation in your giveaway and let them know you look forward to working with them again in the future.
I hope this blog post was helpful for you and again, if you have any specific questions for me at all, feel free to leave them in the comment section below!