Case Study: Giveaway Campaign for Omnix Golf USA
Learn more about how we increased brand awareness in a new market for Omnix Golf USA.
How It Started
Omnix Golf entered the United States last year but is incredibly popular in Asia. To succeed in a new market, they first needed to increase brand awareness.
Yumari Digital suggested a social campaign to give away one free golf bag on @omnixgolf.usa’s Instagram, and to collaborate on the campaign with other brands for cross-promotion and stronger business partnerships.
How it Went
First, Yumari Digital researched other golf brands and asked them if they wanted to partner for an Instagram giveaway.
Our final roster included 6 brands with a total audience of 51,000 followers. Yumari created a group chat on Instagram to keep communication simple, and we all decided on a 2-month lead time to prepare.
One brand offered to create a reel to announce the giveaway.
Omnix Golf USA sent them UGC video snippets to avoid expensive product shipping to the partner.
We agreed on a short reel length to increase the number of views which is a public-facing number.
Yumari Digital created a custom reel cover graphic.
After the reel was created, Yumari Digital posted it and added the other brands as collaborators on the post.
Watch the reel here.
To encourage omnixgolfusa.com website visitors to enter the giveaway, Yumari Digital created a website popup.
The popup featured:
Custom graphic of the giveaway items
Catchy headline
List of partnering brand names
Countdown clock to create urgency
CTA button with a link to the giveaway reel
Giveaway overview
Link to @omnixgolf_usa instagram
To maintain a low page bounce rate, we programmed the pop-up to display:
Only on omnixgolfusa.com product pages that were similar to the golf bag being given away
After someone visits a target page for at least 5 seconds or scrolls down to at least 25% of the page
To keep the website on the visitor’s device, we set all links to open in a new tab.
What the popup looked like on the website when a visitor landed on certain pages and stay there for at least 5 seconds -or- scrolled down 25% of the page.
Yumari Digital also promoted the campaign with a custom Instagram story graphic.
The graphic featured:
“Giveaway” text in a hot pink color that we branded for the campaign
Eye-catching lime-green contrast
A list of prize items
A blank placeholder for CTA
Total prize value and entry deadline
Images of the products assorted to fill each canvas, enhancing the sense of “fullness” and increasing perceived giveaway value
An ombre background for an interesting visual depth
What the graphic looked like before being posted to Omnix Golf USA’s Instagram Story
What the graphic looked like after posting. Notice the padding on top and bottom of the graphic to allow space for Instagram’s features. We also included a CTA button that led visitors to the Giveaway post.
Additionally, Yumari Digital promoted the campaign via Omnix Golf USA’s email marketing channel.
Using the same design concepts as above, we also included entry rules and brand logos, each clickable to the brand’s Instagram account.
All brands received the HTML and graphic files so they could also prepare their eblasts and website promotions.
We sent two emails for Omnix Golf USA:
The first email blast was sent right after the Giveaway was launched.
A second reminder email was sent the day before the Giveaway winner was announced.
A screenshot of the email that we sent for Omnix Golf USA subscribers to let them know (and eventually remind them) about the Giveaway.
Screenshot of the HTML code that was sent to partnering brands for their email marketing. We also used this for Omnix Golf USA.
Behind the scenes: HTML and graphic files that were sent to partnering brands
Challenges Overcome
By day 5 of the giveaway, all brands reviewed the campaign’s performance and decided that our reach on the reel wasn’t as high as we hoped.
We surmised that the entry rules in the reel’s caption were a bit tricky to read.
We also noticed that our required rule that entrants must follow all brands was tricky to do from a reel as opposed to a static post.
Yumari Digital worked around this by creating a reminder carousel post with two slides.
Images of the giveaway products flowed seamlessly between both slides.
On the first slide, we featured the eye-catching “giveaway,” the list of items being given away, and partner logos for brand recognition.
On the second slide, we featured rules for how to enter and giveaway end date.
On the additional Giveaway post, we included an event notification to remind visitors when the winner would be announced.
We posted the carousel one day before the end of the giveaway, and noticed that the new post refreshed the algorithm, further reaching new accounts!
what we achieved
The giveaway campaign increased Instagram account reach by a whopping 1,053%
@omnixgolf_usa profile visits went up by 71% compared to the previous 30-day period
The reel was viewed by 88.9% of non-followers, meaning that Omnix mostly reached a new audience and achieved its goal of brand awareness.
84.9% of views on the carousel were also non-followers.
Most of the reel and carousel views were from entrant reshares, and a portion of views also came from the Discover page.
@omnixgolf_usa increased followers by 11.7%.
level up your social media strategy.
Simply posting on your social media often isn’t enough — you also have to use strategic campaigns (like Giveaways!) to draw attention to your business.
A well-thought-out social campaign can:
Create brand awareness
Drive another revenue stream
Build loyalty with your audience by offering value to them
Announce special offerings and new products/services
Be a low-cost way to grow your followers
Educate your audience about your mission, values, or service offering
Warm up cold business relationships
Work in tandem with your other marketing strategies, like paid ads and email/SMS marketing
Have you run a giveaway campaign before? If so, what challenges and benefits have you experienced?
