Overview
JOVI is an international brand with head offices in Spain, they sell a range of educational toys, art supplies and stationery for kids, teachers, and adults.
Objectives
- The objectives were simple. Build more awareness in South Africa of the products available to parents over the Easter Break.
- Increase reach across social media
- Gain more followers to both the Facebook and Instagram pages
Challenges
- Very small budget available – R1100
- Coming up with a competition that would give us the most ROI at the right time
Solution
- Create a giveaway competition on JOVI’s Facebook and Instagram which ran for 10 days
- We created a holiday pack for parents to keep their children busy during the holidays. This pack was valued at about R1000 and in time to ensure we get the giveaway pack to them before school holidays started.
- We created the comp where people had to follow, like and share to their story as a bonus point
- We boosted this post on Facebook and Instagram, targeted towards parents.
Note: for brands that are relatively unknown and don’t have a large following, never make a competition complicated. Keep it simple, such as get people to follow, tag a friend, share to stories, these are simple, but effective ways to grow your following.
Results
- 867 Likes
- 986 Comments
- 127 Shares
While results were great all around, surprisingly, Facebook yielded better results than Instagram. We gained a 20% increase in following – a total of 283 new followers in 10 days. With a budget of R600 for Facebook, resulting in only R2 per follower.
Instagram:
- 566 likes
- 768 comments
- 47 saves
We increased our following by 14% in 10 days, increasing by 252 followers.
The total campaign saw an increase of over 500 followers, we could not have asked for a better result with such a small budget.
The aftermath of this competition is that engagement is consistently higher and a lot more nano influencers asking if we would like to collaborate.
Summary
We believe the success of the JOVI campaign was due to it being the right products (kids products that a wide age group would enjoy 2-12yo) at the right time (holiday pack marketed the week before school closed) marketed to the right audience (parents of children aged 1-12yo in South Africa). The creative was also eye catching which I believe drew attention to the post easily.
Competitions and giveaways are always a great way to boost awareness for an unknown brand. However, you must make sure that you are targeting the right people else your ROI wont be very high. JOVI were very satisfied with this campaign, and we are excited to grow with them as their digital marketing partner.