Getting your brand noticed on Instagram without spending a fortune on ads is not as difficult as it seems to be.All you need to do is come up with a well-thought strategy that leverages the power of social media. To prove our point, let us take you through a social media case study of Cocoa Melts - a premium chocolate brand based in Dubai. Yes, in this blog, we will take a look at how Seagull Advertising - Pune’s leading branding agency achieved remarkable organic growth for Cocoa Melts with a Valentine's Day-themed contest. Read on.
Cocoa Melts is known for its exquisite chocolates, and caters to chocolate lovers worldwide. But despite their delectable offerings, their Instagram profile was lagging behind with only 600 followers. This could have been primarily because of the fact that the brand was recently launched in India, and had not had a wider reach.
The Challenge
Boosting engagement organically with no photoshoots of their Gift Hamper.
The Mission
The mission was clear: increase Instagram engagement without spending on ads or creating new content. With a modest following and limited resources, Cocoa Melts needed a creative solution to draw attention and increase interaction.
Strategy
A Valentine’s Day Contest
The solution came in the form of a Valentine’s Day contest, designed to spark excitement and engagement. Here’s how Seagull Advertising pulled it off:
The Concept
A fun and engaging contest where followers were asked to complete lyrics from a popular song. This theme was chosen to align with the Valentine’s spirit and make participation easy and enjoyable.
The Execution
Creative Development: The creative team designed an announcement post that would garner immediate attention.
Caption Strategy
The instructions were simple yet effective:
Complete the song lyrics in the comments.
Tag your loved ones and friends.
Follow @cocoamelts_india.
Like and share the post to spread the love.
Timeline
29 January 2024: Teaser post to build anticipation.
1 February 2024: Official contest launch.
14 February 2024: Winner announcement.
The Result
The contest delivered impressive results, showcasing the power of a well-executed, themed campaign.
Contest Alert Post: Garnered 50 likes and 4 comments.
Official Contest Post: Racked up 156 likes, 174 comments, and 167 entries.
Shares: 123 participants shared the contest post with their stories and loved ones.
Engagement Metrics
2 February 2024:
Follows: +17
Likes: 75
Comments: 58
Shares: 28
Accounts Reached: 1,026
Impressions: 1,119
8 February 2024:
Follows: +7
Reactions: 13
Comments: 11
Shares: 2
Post Reach: 32
Post Impressions: 33
14 February 2024:
Follows: +70
Likes: 156
Comments: 174
Saves: 27
Shares: 123
Accounts Engaged: 201
Accounts Reached: 1,436
Impressions: 1,716
Analysis
The Valentine’s Day contest successfully boosted Cocoa Melts’ Instagram engagement across all metrics. The combination of a popular song lyric challenge and the festive theme captivated the audience, driving likes, comments, and shares. The increase in followers and overall engagement was a testament to the effectiveness of themed, interactive content.
Key Takeaways
Harness Popular Themes: Tapping into seasonal or popular events, like Valentine's Day, can significantly enhance engagement.
Simplicity and Clarity: Providing clear, easy-to-follow participation instructions in your captions can drive more entries.
Monitor Metrics: Keeping an eye on engagement metrics helps gauge the success of your campaign and identify areas for improvement.
Encourage Sharing: User-generated content and shares can amplify your reach and visibility without additional cost.
If this social media case study has impressed you, and you want similar results for your brand as well, you must get in touch with Seagull Advertising. With 28 years of experience in branding and advertising, Seagull has helped 100+ brands soar high.