Halloween may have come and gone, but this VOXI campaign is too good to miss. To capitalize on the spooky season and get front-and-center of its Instagram audience, Vodafone’s UK youth brand, VOXI, published an interactive social story giveaway on its Instagram page. Live for just 24 hours, the campaign proved its success with a 40% conversion rate.
Marketing campaign objectives:
- Capitalize on the Halloween season to increase engagement and dwell time within VOXI’s Instagram page
- Offer exclusive VOXI rewards to boost customer loyalty
- Drive awareness of their loyalty program VOXI Drop
- Capture valuable first-party data from participants
Instagram story giveaway solution
The “house of endless social horrors” took users through a virtual roller coaster journey where participants could tap their way through each obstacle within the Instagram story pre-roll creative. Throughout the pre-roll, users were asked to keep an eye out for the VOXI Drop box for the chance to win a spooky prize package.
Leveraging Marigold Grow, VOXI created an interactive micro-experience that was seamlessly integrated within the Instagram social story. After tapping through their immersive roller coaster ride, participants could submit their personal details while staying within the Instagram story environment. For the chance to win an unforgettable zombie experience, plus an overnight stay for the winner and their friends, participants could use Instagram’s simple auto-fill functionality to seamlessly submit their personal details in the form provided.
Before confirming their entry, participants were also challenged to select the correct location from the five options provided, to tell VOXI where they thought the box was hidden. Through the Marigold Grow Winner Management tool, VOXI were able to select a winner at random from the pool of people who answered correctly using the Challenge Question in the form.
Results:
- 40% conversion rate
Take a look inside VOXI’s spooky Instagram journey in the video below:
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