eCommerce has grown incredibly in recent years and one of the factors that has helped in this development has been the . Some, like Instagram and , have become innovative channels for digital businesses to turn their sales strategies around. And also a very useful alternative for new brands and businesses, allowing them to compete more openly with recognized brands.
It is clear that social networks can offer incredible results when it comes to attracting more customers or promoting a product. And we can verify this with the recent campaign launched by Brand on your Instagram profile.
Sweatshirts and a trip for two people, the formula to break Instagram
The youth clothing brand launched a promotion this Wednesday on Instagram, with the premise of give away a trip for 2 and more than 300 sweatshirts. Although the number of sweatshirts is already impressive, the most interesting thing has been the dynamic used for the promotion.
“Banana Santa is not over” is the phrase that begins the video that the brand has used for this promotion, to later present a series of adventure destinations. The contest worked under a common mechanism in this social network: the participant had to follow the account, take a screenshot of the post and mention a friend in the comments. A simple and straightforward style, which allows to generate a good flow on the publication and expand the reach of the brand.
Now, we have said that they presented a very interesting dynamic centered on their sweatshirts, the brand’s flagship product. In addition to the trip, for which users participated following the previous steps, They gave away a total of 360 sweatshirts, one every 100 seconds for a period of 10 hours. This means that approximately every two minutes they announced the name of a winner in the comments.
This strategy of constantly offering a winner, added to the need to mention a friend to participate, surely helped to reach the more than 1.5 million comments on the publication: almost 4 times the number of followers of the brand in the social network. Likewise, as each hour passed, they chose a finalist for the final prize of a trip for two people.
In any case, the results have not been limited to this large number of comments. As he explained in a post on LinkedIn, the brand achieved 100,000 new followers, a 500%/600% increase in followers and, most importantly, 150% more sales.
as commented Juan Estradafounder of Blue Banana, “We hoped it would be well received, but we never imagined something like this. We always talk about making noise and taking the brand to the next level and with this action we have achieved it. We couldn’t be happier and more grateful, both to the people who follow us and to our team, who were involved at all times. Although everything was planned, many things changed as the day progressed and we even improvised a holiday weekend by giving away another trip hours before closing the campaign.
It’s something we’ve wanted to do for a long time, but we’ve been waiting for the campaign and the right time. Every day it is more difficult to go viral on Instagram but we have managed to do it again, thanks to a fun dynamic and unique content representing each of those destinations to which you could win the trip. It is not so much the prize, but the desire that the user has to interact with you. That is always our goal.”
We make noise, not clothes
This style of campaign is linked to the brand concept in which Blue Banana is built under the motto of “We make noise, not clothes”. According to its founders, this brand seeks to go beyond selling clothes offering inspiration, adventure and making noise in society. This fashion brand was founded in 2016 by Juan Fernandez Estrada and Nacho Rivera, two Spanish twentysomethings with a capital of 2,000 euros.
From there it has been climbing non-stop in eCommerce, until it began to position itself as a competitive brand in the youth fashion scene in Spain. Such was their growth that by 2019 they had a turnover of 1.5 million euros and a year later they already had their first physical store in Madrid.
As we can see, Blue Banana offers a fresh, innovative and disruptive air in the sector, which has helped it achieve such success. In the same way, with their digital approach they have been able to take advantage of the opportunities of social networks and social marketing achieving an impact on the public, as we have commented.
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