Coconut Bowls Case Study
See how this ecommerce store that sells coconut bowls generated 41,820 emails, 37,703 new followers, and 15,536 social shares from a single Instagram giveaway.
Replicate this campaign and similar results for your business.
Table of Contents
Coconut Bowls, a Shopify ecommerce store that sells coconut bowls, generated more than 41,000 emails in four weeks using a viral giveaway that cost less than $1,000 to run.
Building an engaged audience around a household product is tough. Getting people to share, like, engage, and receive updates about kitchen products like bowls is no easy task for a marketer.
That is why Coconut Bowls stands out. This case study explains how the brand generated a large amount of attention and made its product interesting and distinctive.
The campaign used social sharing, referral loops, and engaging content, with an Instagram giveaway at the center.
Campaign Reach
Reached more than 222,263 pageviews.
New Followers
Added 37,703 new social followers.
Conversion Rate
The landing page converted at 18%.
Email Leads
Generated 41,820 new email leads.
The Campaign Goal
The goal was to generate emails, social awareness, engagement, and sales for this unique product. Coconut Bowls also wanted to generate user-generated content.
Instagram played a major role in Coconut Bowls' growth and its mission for a sustainable future. Getting people on social media to share the store and brand was a major part of the plan.
That made an Instagram giveaway a strong place to start when looking for growth opportunities.
The brand story matters as much as the product, so rewarding people for creating content and using the product became another benefit of the giveaway. User-generated content has remained a key focus of the company's marketing.
About the Brand
Coconut Bowls are more than a product brand; the company promotes global sustainability. Since 2016, it has repurposed coconut shells into useful household products.
The company handcrafts natural products from reclaimed waste. Coconut shells have traditionally been burned or sent to landfill. Coconut Bowls reclaims more than 10,000 discarded coconuts each month.
Its hero products are bowls made from discarded coconut shells. The range also includes wooden cutlery, coconut candles, bamboo straws, sustainable bags, and a cookbook.
Coconut Bowls' Target Audience
The brand's target market is primarily women aged 25-44 who want to live a healthy and sustainable lifestyle for themselves, their families, and the planet.
Marketing Tactics
Use Instagram to share the brand story.
Work with influencers to create engaging content, including giveaway bonus actions.
Capitalize on trending topics such as acai bowls.
Run Instagram giveaways to build awareness, grow the email list, increase social followers, and generate user-generated content.
Work with customers to produce content for Facebook and Instagram ads.
How to Run a Giveaway
A successful giveaway needs a clear goal, a relevant prize, simple entry steps, and a plan for promoting the campaign and following up with participants.
Building the Giveaway
The giveaway should make sharing easy while giving participants a clear reason to invite friends and engage with the brand.
Marketing the Giveaway
Promotion can combine Instagram content, influencer partnerships, referral actions, and customer-generated content.
The Giveaway Results
The campaign generated 41,820 email leads, 37,703 new social followers, 15,536 social shares, and more than 222,263 pageviews, with an 18% landing-page conversion rate.
Converting Your Leads
Collecting leads is only the first step. Follow up with useful content, product education, and relevant offers so new subscribers have a reason to stay engaged.
Key Takeaways and Learnings
Choose a prize that fits the audience and the product.
Use referral actions to turn participants into promoters.
Keep the entry process clear and easy to complete.
Plan the email follow-up before launching the giveaway.
Reuse customer content in future social campaigns and ads.