This week at Pearachute, I was in charge of putting together an instagram campaign for Mother’s Day. Since Pearachute works with marketing other brands, I thought it would be a good idea to collaborate with some of our brand partners on a “Treat Yourself” Mother’s Day Giveaway campaign on Instagram.
Contacting and Negotiating with Brands
Early in the week I reached out to our existing contacts at Le Tote, Gobble, and Winc. Le Tote is a fashion subscription that offers it’s customers apparel and accessories. Gobble is a meal delivery subscription that offers prepared meals. Winc is a wine bottle subscription service that sends it’s customers different wine bottles every month.
Since these companies already pay us to sell special offers on Pearachute, I framed my email communication by proposing my campaign idea and asked if they would be willing to contribute a $100 gift card to the giveaway. Gobble agreed to sending a prize, but Winc and Le Tote did not. Therefore, I said we would buy the gift card from them and just promote their brands in the campaign. Below is my email copy:
“Hi ______,
We had this idea for an “Treat Yourself this Mother’s Day” Instagram Campaign and would love to include BRAND NAME. You’ll be included in all of the campaign assets, plus we’re asking all users to follow both brands on Instagram in order to be entered to win, which should help drive engagement! We’ll be putting paid advertising behind the campaign, and all we’d ask from you if that you’ll contribute a $100 gift card to BRAND (one mom and a friend will each win a $50 gift card from all of the participating brands)!
I know it’s a bit last minute, but we’re hoping to go live with this giveaway on Thursday so please let me know as soon as possible if you’d like to participate!
We’re really excited about this and think it’d be a great way to boost engagement for both brands! “
Creating the Campaign
When creating the campaign I had to write copy and conceptualize how we wanted to run the giveaway and how people would enter to win the gift card prizes. Below is my caption copy for the promoted post:
“TREAT YOURSELF MOTHER’S DAY GIVEAWAY. Enter to win $200 in prizes for you and a fellow mom.
The grand prize winners will each receive a $50 gift card to @pearachutekids, @winc, @letote, and @gobbleinc.
Here’s how to Enter:
- Like this post and tag a friend
- Follow @pearachutekids
- Earn extra entries if you share this post in your stories and tag @pearachutekids
The winning Mom and Friend will be announced Monday after Mother’s Day!”
Promoted Campaign with Insights
The campaign ran from Thursday to Sunday with a $450 ad spend. Although we expected to get more followers out of the campaign, a lot of our existing audience participated and we received a lot of exposure from reaching nearly 100,000 people.
At the end of the day it was nice to give back to our customers and mother’s who use the platform. Check out the completed campaign and assets I created on @pearachutekids instagram feed and story.