Instagram Contest

Faux Pas Label implements an Instagram giveaway to build our social media following and create positive interactions with Generation Z consumers.

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As stated in our objectives and strategy, Instagram accounts which regularly hold contests grow 70% faster than accounts which don’t utilise this method (AdEspresso, 2020). An Instagram contest is incentive media which allows brand followers the chance to win a free product by simply following a set of instructions. Instructions for Instagram contests generally include interactions such as: sharing, following and commenting. Instagram contests create the chance for brands and consumers to interact positively on social media and develop a trust and comfortability with the brand. Instagram contests also allow brands to build their following by reaching more people through shares, comments and clicks (Willoby, 2019).

The Faux Pas Label Instagram contest will take place 4 weeks before the launch, the winner is to be announced 2 weeks before launch. By implementing an Instagram Contest late into the campaign, the brand is able to pick up a substantial number of new followers just before the launch, the new followers then do not have to wait too long before having access to any purchases they may intend to make. The contestants must continue to follow the page to be notified if they have won the prize, during this time two-week time period, Instagram content will be released at an increased rate, where Faux Pas Label content will be flooded in follower Instagram feeds.

Biossance, a skincare brand, used an Instagram contest as a way of building their following, it was successful and resulted in more leads, followers and exposure. The contest also helped strengthen brand/consumer relationships by reinforcing their company mission: “the importance of creating” (Biossance, 2020).

The Faux Pas label Instagram contest is shared media which implements an eye-catchy design, using a ‘cute’ background, an attractive girl, co-branding and a simple set of instructions. The set of instructions allow for a large engagement where contestants need to follow, tag 2 friends and share the post to their story. The cost of the Instagram contest is included in the production costs, where the cost is given at cost of production. There is of course the loss of opportunity cost for the unit, however, this is recouped by the cost per engagement ratio.

The Instagram contest aids Faux Pas Label to achieve all 3 intentions that were set as part of the campaign objectives.