The agency needed to be able to monitor all the mentions of the brand while the giveaway lasted. To do so, they trusted Easypromos and used the platform’s Instagram Stories Giveaway tool, which allows for live monitoring of mentions of the brand for seven days and to randomly pick winners from among participants. This kind of giveaway is more innovative and complex than other dynamics as Instagram only allows the organizer to gather mentions in stories made by public profiles. Furthermore, the image’s information is only visible on the Instagram App and disappears after 24 hours.

The E-factoría agency was already familiar with Easypromos and had already run several giveaways on the platform, as it allows for a wide array of dynamization options to incentivize interaction on social media profiles. The campaign management was easy. However, project manager Juan García-Bericua pointed out that in this particular case, two different tools were used in combination since the promotion lasted 25 days. “The promotion was over 7 days long so we had to replicate the giveaway format to be able to gather all the mentions made throughout the promotion. Once every seven-day period was over we exported all the participations, gathered them all together, and picked the winner from a final list of participants.”

The biggest challenge of the Giveaway was sharing all the participating mentions on the brand’s Instagram profile. “It was quite complex, especially when it came to profiles set as private, as these are not gathered by the platform and require direct communication from the account to gather the information correctly”, pointed out Juan García-Bericua.