Building A Giveaway With Purpose

Not your Momma’s Instagram giveaway

Most marketing professionals know that giveaways are an integral part of most brands’ overall strategy. If you’re a DTC brand, they get your product into the hands of your audience and potential customers. Even if you’re not a DTC brand, you can still create buzz and loyalty by rewarding your fans for engaging with you, and if your prizing is strategic, you can even attract new audiences and get yourself in front of new communities that can become your customers. 

How great does it feel to shower your fans with gifts (you’re basically Oprah)?

What’s not great about giveaways is the manual work, an ROI that’s difficult to measure, and even legal risk - we don’t love that.

It doesn’t have to be this way - Surf Giveaways are measurable and customizable to fit with your overall marketing strategy, as long as you design them with that strategy in mind!

What are your team's KPIs?

Are you trying to grow your socials? Are you trying to get a deeper understanding of your ICP? Are you driving traffic to a landing page for a product launch? Do you want to increase conversion at your merch store? Get newsletter subscribers for retargeting?

These might not seem like obvious goals to tie into your giveaway, but we can incentivize all those use cases and create a giveaway that integrates with the overall KPIs of your marketing team.

Social Growth - The OG

Use our social integrations to validate Instagram, Twitter and Twitch follows, and drive TikTok and YouTube follows as well! Why host a giveaway on ONE social platform when you can kill all the birds with one stone? (... that’s dark, can't say that)

• Assign more entry points to the social platforms you care the most about. 
• Create a post with messaging you want out there and get your entrants to share it- instead of making your followers tag one or two friends, you’ll reach their whole audience! 

Social Migration - No Follower Left Behind

You’ve got an amazing audience on Instagram that you put your heart and soul into building, but you’re moving into TikTok now because that’s where your marketing strategy is moving. Or you’re an influencer on TikTok who wants to start vlogging in longer form and you want YouTube subscribers. Why start from scratch on a new platform??

Host a giveaway with Surf, promote it on your old socials, and incentivize your existing audience to subscribe to your new handle. Don’t let that hard-won audience slip away while you migrate, and maybe even gain some new followers who want to win that sweet sweet prize you’re giving away too!

Newsletter Subscriptions - All the Compliance 

You’ve got followers all over the place- but the algorithm on Instagram is tough to navigate and you’re not reaching everyone who follows you anymore. Or, you have a huge audience over a bunch of different sources and you want the ability to own that audience and make a real connection.

Host your giveaway, promote it across all your socials, and make newsletter subscriptions a required entry method. Now you own your audience and you can send them a discount code to say thank you for their loyalty even if they don’t win your giveaway. That’s so sweet, and I bet it builds loyalty, too. 

Thanks to our brand new Zapier integration, you can now get all those email addresses sent directly to your EMS to automate your workflows, too!

Driving Traffic - Easy Peasy

New product launch? New YouTube page? Having a sale in your merch store? Look at you go.

Drive your social audience to your landing page with a Visit a Link entry method and get some eyes on what you’ve been building!

Audience Intelligence - The Surf Analytics Signature

What do you want to know? We can do so much.

• See where your site visitors are coming from? 
  • Embed Google Analytics or Facebook Pixel tracking into your giveaway and get that sweet sweet data.
• Ask your audience a question? Who their favorite Spice Girl is? 
  • Add a short-text entry method and download all the answers into a CSV to get those answers.
• Ask a LOT of questions?
  • Embed a Typeform and get your entrants to fill out your survey in exchange for bonus entry points into your giveaway.
• See who- if any- influencers or microinfluencers have engaged with your giveaway? 
  • Use your Surf Analytics reporting to find the most valuable new followers you gained during your giveaway and put them in a list to retarget them.

We have so many ideas, and we love to help you put your goals into action. 

Email us at success@joinsurf.com, let’s talk strategy!