Beyond Medals
Beyond Medals
How we collected 35K emails and boosted engagement with a giveaway
About Beyond Medals
Beyond Medals is the up and coming snowboard brand, founded by professional snowboarders Tor Lundstrom and Kevin Backstrom.
Tor was already sponsored by Bataleon, making the partnership for this campaign between Beyond Medals and Bataleon,a well- established snowboard brand with a substantial email list provided an excellent opportunity to leverage both audiences.
Campaign Overview
To grow their email lists and engage their audiences, Beyond Medals and Bataleon ran a giveaway of Tor’s snowboard setup. Participants were able win the snowboard and an outerwear kit by signing up with their email address and could earn extra entries through social sharing and referrals.
Campaign Objectives
01. Grow Email List
Increase the number of email subscribers for both Beyond Medals and Bataleon.
02. Boost Engagement
Drive interaction and engagement with the brand through gamification and referral strategies.
Strategy and implementation
01. Gamification and Referrals
We used Upviral.com - a sweepstake software - to build our sign up page. With social shares & referral sign ups users could unlock additional entries.
02. Email Marketing
We sent launch & urgency campaigns, followed by a winner announcement campaign with a $30 discount voucher for your next order.
03. Social Media and PPC Ads
Utilized Instagram and Facebook ads to reach a broader audience. The ads featured compelling visuals and clear calls to action, driving a high click-through rate and low cost per lead.
Results
Total Sign-ups per day
Key Performance Indicators
This graph shows the most relevant KPI’s of the Upviral campaign.
Reporting period: Nov 28 - Dec 21
Total leads generated over the reporting period.
Referred leads, accounting for 33% of all leads.
New leads added to the database, representing 85% of total leads.
Total Ad Cost for the full campaign duration.
Total Lead Value generated across the full campaign.
Cost per Lead achieved across the full campaign.
Landing Page Performance
Total Visitors reached on the campaign landing page.
Sign-up Rate achieved on the campaign landing page.
Wins
01. Email Pushes
The launch campaign sent from both parties created a traffic peak early in the campaign. This creates a push in traffic data, allowing for PPC platforms to optimize quicker and ultimately perform better.
02. Effective Referral Program
Referral incentives significantly boosted the lead count, creating a total of over 11,000 referred leads
03. Collaborative Success
Partnering with Bataleon effectively doubled the campaign's reach and halved the costs.
Conclusion
The campaign achieved an impressive ROI of 667%, underscoring its immediate profitability. However, the true potential of this new email segment will become evident over the next few years. This initiative highlights the effectiveness of collaborative giveaways and cross-promoting audiences.
The integration of these strategies, along with gamified referral tactics, significantly contributed to the campaign's success. Ultimately, the campaign was shared over 1,100 times, resulting in more than 11,000 referred leads.
Take note that prior to this campaign, Beyond Medals had an email list smaller than 10.000. With this campaign email marketing became a scalable channel for the brand.
ROI = 667%
Based on purchases made by the new leads, considering all cost such as ad spend, software and Montem Agency.
