The past two companies I have shared both released campaigns to promote their business by giving away a free product (with the price of shipping and handling.) Though the main goal and tactic were the same the results were vastly different.
The Girlfriend Collective released the information and promoted from their account primarily, this limited the reach of the campaign but also ensured that the number of buyers would be manageable.
Sunny Co Clothing wanted their followers to do the sharing, this in turn got their name out to a mass audience, but made fulfilling orders next to impossible.
Between the two, Sunny Co Clothing came out of their campaign with more followers on Intstagram, a few hundred thousand more than Girlfriend Collective. However, Girlfriend Collective’s engagement is higher, with an average of 126 comments compared to Sunny Co’s 19.6 and a like count that makes up 2% of followers as opposed to Sunny Co’s 1.7%.
The company who has found the most success depends on what is being categorized, Though Sunny Co has won overall reach, Girlfriend Collective is in the lead for engagement.