Last week Molly-Mae did an Instagram giveaway. She spent £8k on gifts. So far it's returned:

• 210k Instagram followers
• 270k YouTube subscribers
• 550k new followers of her brand

That's < 1p / fan. Possibly the best ROI I've seen.

Let's break it down 🧵
1/ The most important thing Molly-Mae did was time her giveaway with reaching 1M YouTube subscribers.

This gave it purpose.

It wasn't just an attempt to get some new followers. It was a celebration. And people got behind her.
2/ Next, let's look at the specifics.

Molly-Mae asked followers to “like and tag”. She also offered bonus entries for “multiple tags” or if users shared to their stories.

Each one created a mini viral loop which helped the post spread.

It worked. The post got 1.9M comments.
3/ So, the giveaway exploded. To the point where it was becoming a meme.

Boys started sarcastically offering girls £5 to *not* enter.

The easy thing would be to not respond. But Molly did. And her self-awareness took ownership of the joke.
4/ Finally, let's talk results.

Most giveaways try to grow the account hosting the giveaway.

But the people you’re targeting *already follow you*.

That's like running an ad *to your followers* asking them *to follow you*.
5/ Molly-Mae realised giveaways are more effective at converting existing followers to *new platforms*.

She prioritised YouTube and her brand, “Filter by Molly-Mae”. And managed to pull 820k across!
6/ Last thing. Yes, it’s well-executed. But for £8k the return is still insane.

Molly-Mae's personal brand is what makes the difference.

If a fashion brand runs the same giveaway the numbers don't compare.

We don't celebrate brands. We celebrate individuals.
“£8k Instagram Giveaway → 1M followers” 👉…
That's all folks. Hope you learnt something.

If you really want to improve your marketing you might like my newsletter.

Short, sweet and practical case studies!

Over and out — Harry
7/ Quick note. A lot of people saying:

“The problem with giveaways is people unfollow / disengage after”

True. And that's *exactly* the reason this giveaway was so clever...
8/ The aim wasn't to attract new followers (who just want the giveaway prize)

The aim was to give her *existing followers* an incentive to follow her brand account + YouTube.

They're already following on Instagram. So it's likely they're going to like the content.

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