Marketing Examples - Marketing Examples #052

#052 - £8k Instagram Giveaway → 1M followers

(Giveaway • 2 mins • Read on website)

Hey everyone. Hope you're well.

Last week my friends kept sharing this Instagram giveaway from Molly-Mae.

I'd never heard of her. But I'm always looking for good marketing. So I investigated.

In total she spent £8k on gifts. So far it's returned:

• 270k new YouTube subscribers

• 210k new Instagram followers

• 550k new followers of her brand

That's < 1p / fan. Possibly the best ROI I've ever seen.

So I thought I'd break down why it worked so well.

The most important thing Molly-Mae did was time her giveaway with reaching 1M YouTube subscribers.

This gave it purpose.

It wasn't just an attempt to get some new followers. It was a celebration. And people would much rather support the latter.

Next, let's look at the specifics.

Molly-Mae asked followers to “like and tag”. She also offered bonus entries for “multiple tags” or if users shared the post to their stories.

Each one created a mini viral loop which helped the post spread.

And it worked. Her post got 1.9M comments (1900x her average).

So, the giveaway exploded. To the point where it was becoming a meme. Boys started sarcastically offering girls £5 to not enter.

The easy thing would be to not respond. But Molly did. And her self-awareness took ownership of the joke.

Finally, let's talk results.

The aim of most giveaways is to grow the account hosting the giveaway.

But the problem with that is the people you're targeting already follow you. It's like running an ad to your followers asking them to follow you.

Molly-Mae realised giveaways are more effective at converting followers to new platforms.

She prioritised YouTube and her brand, Filter by Molly-Mae. And managed to pull 820k across!

Okay. Last thing. Yes, it's well-executed. But for £8k the return is still insane.

Molly-Mae's personal brand is what makes the difference.

If a fashion brand runs the same giveaway the numbers don't compare.

We don't celebrate brands. We celebrate individuals.

Thanks for reading. Hope you enjoyed it — Harry

New Sponsor

Exciting times. Ahrefs have kindly sponsored me. I've used them for a while to help grow my search traffic. It makes SEO dead simple.

Tuesday tip!

Lego is cool. Seeing your daughter smile is cooler.

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