Do you want to grow your Facebook audience?
Have you thought about using giveaways to educate your customers?
Great Lakes, a student loan service, used a Facebook giveaway to educate borrowers and open the lines of communication on a topic they suspected was confusing for their customers.
In this article you’ll discover how they increased their Facebook following by 200%without like-gating their Facebook campaign.
Recognizing that their customers may have difficulty understanding the details of their student loans, Great Lakes set out to inform and help their borrowers via a promotion. The company focused solely on Facebook and hosted a sweepstakes offering a $6,000 cash prize to be put toward an existing student loan.
The campaign resulted in more than 206,000 entries in just 18 days and 40,825 new Facebook fans—all without forcing a like. Here’s how they did it.
Company: Great Lakes
Social Media Handles & Stats
- The Great Lakes giveaway garnered 206,600 entries in 18 days.
- The campaign resulted in a 40,825 increase in likes and 626,000 campaign visits.
- Great Lakes tripled the number of fans conversing with their Facebook page.
#1: Set Clear Goals
The primary goal of the 6K Student Loan Giveaway was to increase the size of Great Lakes’ Facebook audience to support customer engagement. The secondary goal of the sweepstakes was to increase account creation on their website.
In a recent study 55% of consumers said they don’t want to be “friends” with a brand on social networks. Instead, they want to share product experiences, receive customer service and get responses to general complaints from a company representative.
Great Lakes believes that connecting with customers on Facebook provides an opportunity for customers to learn about their student loans a little at a time. The Facebook page is a place where fans can reach out for quick answers to their questions about student loans. Great Lakes’ ultimate goal is to help their customers become financially successful.
By clearly outlining these benefits in all 6K Giveaway promotions and not forcing, but encouraging, entrants to like the page, 20% of giveaway entrants chose to like Great Lakes’ Facebook page and continue receiving student loan information in their Facebook news feeds.
Great Lakes’ goals opened the door for the company to position itself as a trusted resource for borrowers everywhere, whether they were existing clients or not. Great Lakes encouraged everyone who visited the page to ask questions or voice concerns about student loans.