Instagram Story Giveaway Success Case
How Kinder Bueno is turning consumers into brand ambassadors
Cómo la campaña de marketing online y offline de Ducros reconoció a los foodies e inspiró a los clientes
Campaign Summary
Kinder Bueno engages its large Instagram community through promotional activities and giveaways. In this case, we will see how the brand has managed to reach a broader audience through an Instagram Story giveaway and how, through user-generated content (UGC), the brand is successfully turning its social media followers into the best possible brand ambassadors. The campaign has achieved significant visibility on social media through the profiles of the participants who posted photos of the brand’s product to enter the giveaway. Consequently, this action has brought about an increase in sales and brand awareness.
Kinder has been running this campaign periodically for several weeks offering the same prize every time: two travel suitcases filled with Kinder Bueno chocolate bars and exclusive stickers to decorate them.
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The Instagram Story Giveaway Organizers
Negroni es una marca histórica del sector alimentario italiano. Su marca principal son las salsichas “Golosino”, y para ella puso en marcha una campaña de verano dirigida al público infantil.
De la acción se encargó Promosfera, agencia de marketing especializada en concursos, sorteos y asignaciones directas de premios a nivel internacional. Creen en el trabajo de equipo y en la necesidad de enfrentar cada reto con profesionalidad.
Kinder Bueno's story begins in 1968, in the heart of Alba, a small Italian town where the idea we know today developed: two crispy wafer bars filled with creamy milk and hazelnut, and coated with a thin layer of tasty milk chocolate. A perfect treat to enjoy at any time of the day!
WeJazz is a meeting point for great talents working together for clients with big ambitions. They aim to culturally connect with people in their day-to-day and become a relevant part of their lives. They strive to make brands have an impact on today's cultural reality and be prepared for the future.
Índice de contenidos del vídeo-entrevista con Too Good To Go:
0:50 - ¿Cómo funciona Too Good To Go?
2:40 - ¿Cómo nació Too Good To G32 - Too Good To Go en las redes sociales
7:19 - ¿Y cómo usan los sorteos?
10:16 - ¿Para qué usan la app de Sorteo de un listado?
14:35 - ¿Para qué más utilizan las apps de Easypromos?
15:19 - ¿Cómo descubrieron Easypromos?
Índice de contenidos del vídeo-entrevista con Too Good To Go:
- 0:50 - ¿Cómo funciona Too Good To Go?
- 2:40 - ¿Cómo nació Too Good To Go?
- 3:32 - Too Good To Go en las redes sociales
- 7:19 - ¿Y cómo usan los sorteos?
- 10:16 - ¿Para qué usan la app de Sorteo de un listado?
- 14:35 - ¿Para qué más utilizan las apps de Easypromos?
- 15:19 - ¿Cómo descubrieron Easypromos?
- 16:14 - Un consejo final para nuevos usuarios de Easypromos
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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The campaign to turn consumers into brand ambassadors
Kinder Bueno set itself a challenge for the summer: How to carry out a promotion on digital channels while boosting purchases at the point of sale? The answer they came up with was to create a summer-focused promotion targeting their brand lovers and connect it to their social media platforms.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Facebook cómo canal principal de la acción
These were the key points on how the campaign to turn consumers into brand ambassadors came to be:
- Picking the right prize. Knowing that their Instagram followers would love a Megapack of Kinder Bueno, they came up with a prize that is both useful, and related to summer: 2 suitcases filled with Kinder Bueno and exclusive stickers to personalize them. Through social media, the organizers realized that Kinder Bueno lovers enjoy traveling, so the prize was a perfect fit.
- Promotion mechanics. Users had to purchase a Kinder Bueno, take a photo of it, and upload it to Instagram stories mentioning @kinderbueno_es from a public profile to participate in the promotion. The aim was to propose a simple and “natural” mechanic for their followers and to carry out one giveaway per week.
- Objective of the Instagram Story giveaway. By carrying the giveaways through Instagram Stories, the organizers have managed to reach a broader audience and increase the promotion's visibility through the content shared by participants from their profiles. The campaign has also provided them with significant exposure and brand awareness through Kinder Bueno's best ambassadors: consumers themselves and the members of their digital community who share photos of the product.
The solution
With its Instagram account (@kinderbueno_es) racking up over 44 thousand followers, the brand decided that Instagram Stories was the best channel to carry out the giveaways. And so, the promotional action starts at the point of sale and ends up in the digital channel, as this is where users share photos of the product and mention the brand. To do so, the brand opted for the Easypromos' Instagram Story giveaway tool, which automatically compiles users' stories that mention the organizing brand for a period of up to seven days and randomly selects winners and alternates.
Kinder Bueno has been using the user-generated content on their Instagram profile to give even more relevance to the campaign. The brand has also shared all the users' Stories on its profile using a fun template and has saved them in a dedicated Stories highlights section.
Results of the Kinder Bueno giveaway
As of the time this article was published, the campaign was still ongoing and had carried out ten weekly giveaways, which are set to continue until mid June. During the first week, the campaign registered 150 participations, which generated significant buzz. Although there hasn't been a significant increase in the number of followers, the organic reach in the first week reached 56,921 accounts.
In the second week, the campaign obtained 119 participations, and the organic reach amounted to 48,195 accounts.
Directora ejecutiva de Promosfera
Marketing Team at Kinder Bueno, Ferrero.
Kinder Bueno strives to listen to its consumers and to build communication channels relevant to them, aiming to always bring out the best in them, or as we say in Spanish: su lado Bueno. Easypromos has allowed us to create a promotion that starts at the point of sale and moves on to the digital world, which is our audience's native environment
Easypromos allows you to create giveaways on Instagram Stories and other social networks to generate engagement and boost brand awareness
Easypromos is a reliable, easy-to-use, self-service platform that will help you pick the winners of your Instagram Story giveaway, quickly, and transparently. With Easypromos apps you can pick giveaway winners randomly for Instagram, Facebook, Twitter, or any other list. A certificate of validity is generated for every giveaway to warrant the fairness and transparency of the result.
Gather all the giveaway participants in a list
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Sin ninguna necesidad de programación.
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Apply any relevant exclusion rules to filter the finalists
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Pick the winners randomly
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Get a certificate of validity and a video to announce the winners
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Empresa con garantía ISO de Seguridad de la información
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