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This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. Discord also acts as a main portal for Tom and Jon to announce their activity from other channels, such as live streams or new videos.
On YouTube, Jon regularly post high-quality videos of strength training tutorials, vlogs, as well as collaboration with other folks from the same community.
Together, OK Media have developed a large following across social media which has led them to build three successful E-commerce brands in the fitness and lifestyle industry:.
Tom identified that the fitness industry was saturated with brands who didn't "give a damn" about their community, so they took to posting quality content on social media to provide maximum value for their customers.
They even allowed their audience to actively participate by getting involved in their Discord community. The Fitness Industry basically does the opposite, it's very in your face constant marketing without giving a damn about your "community".
People buy because of the community and value it brings them rather than us constantly marketing via direct social media.
Having gained sufficient momentum from growing their online community, Tom and Jon turned their attention towards growing their mailing list and expanding their E-commerce offerings.
They knew that running a giveaway would help grow their mailing list exponentially and drive more traffic to their other social media channels, so that's exactly what they did.
When Tom first noticed that Twitch streamers were achieving overwhelming results by running giveaways with Gleam Competitions , he knew he had to give us a try.
We wanted to bolster our newsletter and I had seen Gleam used by folks in eSports and Twitch. Ever since I saw Gleam being used somewhere on Twitter, I knew it would be an insane tool for us to use!
In order to maximise the success of the campaign Tom knew it was important to reach his core audience of loyal community members as well as those who may be less familiar with the OK community.
This was achieved through the use of actions which awarded entries to users who were subscribed to OK's channels on YouTube, Discord and Twitch.
This was an outstanding way to reward loyal community members who were already actively engaged with the OK brand. Including these actions in the campaign was also a great way to engage new users and encourage them to join the thriving OK community.
YouTube has since prohibited the incentivisation of YouTube subscriptions with 3rd-party app giveaways, but you can still drive YouTube engagement by awarding entries to users who visit your YouTube channel.
Aligning Actions With Campaign Goals The primary goal of the giveaway was to encourage newsletter signups and drive traffic to their brand new Instagram account, two actions which would greatly help OK Media develop their community, promote their offerings and drive sales.
Tom achieved this goal by awarding entries to users who signed up to their mailing list and visiting their Instagram account.
To help drive these key actions, Tom put them right at the top of the campaign and awarded extra entries to users who completed them. Both terrific ways to maximise the completion of important actions.
Tom also awarded extra entries for the actions at the very bottom to encourage users to make their way through the entire list of actions.
Nifty trick, eh? Tom wanted to draw in an audience that would be interested in the OK community and as well as their products, so he put together a fitness product bundle that would appeal to the exact group of consumers that he was trying to reach.
He also did a great job of clearly displaying all the brands he was offering products from to make it plainly clear what users stand to win.
When it came to promoting the giveaway Tom had things well and truly under control due to his expertise in social media. He promoted the giveaway primarily on YouTube and Twitch, while also experimenting with Facebook and Instagram ads.
We promoted via YouTube videos for 2 weeks straight, one "direct bumper" on a video and the rest mentions and links in the description.
Since Jon already had a massive following of over , subscribers on YouTube, it was easy for them to promote the giveaway on YouTube. The giveaway was announced in one of their videos:.
Tom also used the announcement channel on their Discord server to announce about their giveaway. Towards the end of the campaign they made another announcement to drive extra traffic to the campaign:.
Additional to their own promotion efforts, Tom also received support from both his prize sponsors as well as fans on social media:.
Tom also experimented with using Facebook and Instagram ads to drive traffic to the giveaway. Not surprisingly, the spikes in traffic and entry coincided with Tom's promotional efforts throughout the campaign.
In the end, the campaign was so well received that it had to be extended:. From the breakdown of entries above, it's clear that bulk of the entries came from OK Media's existing community.
It's also clear that most entrants completed the giveaway's primary action and subscribed to the OK newsletter. This goes to show just how successful the campaign was at using OK Media's pre-existing community of loyal fans to help grow their mailing list.
Tom also reported that there were even subscribers on Twitch that paid for a subscription plan in order to gain extra entries from their Bonus Entries for Twitch Subscribers action.
This means that those users already had an intention to subscribe to a paid plan, so the entries from the campaign gave them that extra incentive needed to convert.
Furthermore, the campaign was a perfect debut for the OK Stuff Instagram account. Did we mention that this started from an Instagram account with 0 followers?
From the comments on the Instagram post above, it's clear that Tom and Jon have built a whole lot of momentum and trust from their audience.
People are eager to buy merchandise from OK Media because of the consistent value and sense of community they have offered.
And by using a giveaway to grow their mailing list and Instagram page, they have set themselves up perfectly to promote products and drive sales.
There are a handful of common social media platforms such as Facebook and Twitter which are great for reaching a huge audience, but when it comes to building a community it's often better to focus your efforts on more targeted platforms which lend themselves to more meaningful interactions.