Case Study: Giveaway Campaigns

Grain SG launched an exclusive giveaway offering fans a chance to win two tickets to the sold-out Taylor Swift Eras Tour in Singapore. To qualify, participants had to follow Grain SG on Instagram, like the giveaway post, tag a friend and comment with their favourite Taylor Swift lyric.

Objective

In February, Grain SG capitalised on Taylor Swift’s Eras Tour in Singapore phenomenon to boost brand visibility and social engagement. The giveaway posted on the highly engaged SG Giveaways & Freebies channel, successfully drove participation by tapping into a contest that resonated emotionally with the Swifties.

Key Messages to Bring Across

• • Exclusive Prize: A pair of Taylor Swift Eras Tour tickets, the most in-demand concert of 2024.

  • Easy Participation: Clear entry mechanics designed to maximise engagement with minimal friction.
  • Community Virality: Tagging a friend and sharing the lyrics as mechanics created built-in social buzz, expanding organic reach beyond Telegram. 

Telegram Post

We maximized the hype by crafting a post that spotlighted the sold-out Eras Tour tickets. The copy emphasised the exclusivity of the tickets, outlined simple participation steps, and highlighted the contest deadline to drive urgency.

Results

• • High Click-Through Rate: The giveaway post achieved an exceptionally strong engagement and click-through rate, surpassing average benchmarks. The irresistible appeal of Taylor Swift’s Eras Tour tickets drove a surge of likes, comments, and shares. View campaign report (refer to attached).

  • Organic Reach Expansion: The post generated strong organic traction, with multiple forwards, extending the campaign’s visibility and reach beyond the channel’s audience.

  • Follower Growth: The campaign successfully drove new followers to Grain SG’s Instagram account, reinforcing how relevant and high-value giveaways can attract new audiences and increase brand awareness.

Takeaway