Currently they are fundamental for the growth of any type of eCommerce, thanks to the environment of greater interaction and scope that they offer to businesses. Thus, we have seen a growing trend in the use of contests as part of marketing strategies, since these usually demand greater user interaction. These types of campaigns have shown great success for eCommerces, as was the case a few months ago, and more recently, the well-known online pharmacy.
A draw every 5 minutes for 12 hours and the final draw of 1,000 euros were the key to success of MiFarma
This last week the online pharmacy launched its most recent campaign, which started from a publication on their Instagram account in which they announced that they would raffle 144 packs of varied products and a final prize of 1,000 euros. Each of the packs had an approximate value of €150 in products available on its platform, including products from recognized brands such as The real, Sederma, isdin either Weleda.
However, the most attractive aspect was undoubtedly the final prize under the premise of “We give you 1,000 euros for whatever you want”. In this way, in addition to opting for one of the packages awarded during the 12-hour duration of the contest, users also could participate for this final cash prize. With this type of prize, eCommerce considered a totally new strategy, and one that offered excellent results.
To participate, users had to follow the Mifarma account, like the publication and mention a friend in the comments. In addition, those who shared this publication in stories mentioning MiFarma obtained an extra participation. As you can see, a mechanic similar to the one that worked for him at the time.
Based on this publication, the profile of Mifarma managed to increase his followers by 15,153, something that according to the company would have taken them about three months to achieve. Currently, MiFarma has 157,000 followers, that is, it experienced a growth in followers of over 10% in just a few hours. In the same way, they achieved a reach of more than 780,000 people, and a total of 166,472 comments. A week laterthe publication is already close to 30,000 likes.
The biggest giveaway in MiFarma’s 10-year history
This campaign has been the largest draw in the entire history of online pharmacy, and has also brought with it a series of excellent results. For this reason, the Mifarma team decided to make a video making of about the behind-the-scenes work of the 12-hour contest.
In this we see how the different departments were preparing to get the most out of this campaign on social networks, and setting a precedent for future promotions and campaigns as explained Ernest Martin, CEO of Atida, Mifarma’s parent company, in southern Europe.
“We had never done anything like this at Mifarma by Atida and we wanted to prepare something special with which to reward and thank the support of our community of almost 200,000 users on Instagram. It has been a day of constant challenges and excitement for the whole team, but we are very happy and grateful with the impact that the campaign has had and, of course, we will come with more things soon”
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