Candylab Toys: Halloween Giveaway Drives Nearly 82% Email Opt-in Rate with Gatsby

Written by Brett Bernstein | Oct 28, 2024 10:36:12 PM

Candylab Toys, a designer and maker of wooden toy cars, brings a modern twist to vintage cars with meticulous craftsmanship.

With a highly engaged Instagram following of around 65,000 fans, Candylab is always looking for innovative ways to grow its audience and engage with its community. To optimize their email and SMS marketing, they partner with Reve, a marketing agency specializing in Klaviyo,

For Halloween, the team turned to Gatsby to power a giveaway that resonated with their fans and drove impressive results.

Campaign Details

In the spirit of Halloween, Candylab Toys launched a 5-day giveaway featuring their latest spooky toy car release, the Hearse.

The campaign was promoted through three Instagram posts, including a Collab post with designer Joey Ruiter, an influencer who adds another 11,000 Instagram followers to the campaign's reach.

Candylab and the influencer's followers could enter by DMing or commenting the keyword ‘HEARSE' on the Instagram post.

Key Stats

Instagram followers: 63,000
Influencer collaboration: +11,000 followers
582 people entered the giveaway with the keyword ‘HEARSE’
472 participants (82%) completed their entry by subscribing to Candylab’s Klaviyo email list from their DMs
41 of these email subscribers also opted to provide their phone number and join Candylab’s SMS list for additional VIP perks

How It Worked

Instagram Collaborator Post Expands Reach

Candylab also announced the giveaway to their email subscribers, encouraging them to engage with them on Instagram.

Converting Instagram Followers to Email:

When an Instagram User commented or messaged them the keyword of "HEARSE" it kicked off a DM flow that subscribed them to their Klaviyo email list:

Converting Instagram Followers to SMS:

After subscribing to Candylab's Klaviyo email list above, the Instagram user received a confirmation message that explained how they could join the team's VIP list on SMS for additional perks:

Thanks to Gatsby’s deep Klaviyo integration, the keyword “HEARSE" synced to Klaviyo, allowing for deeper segmentation and campaign specific email flows.

Results:

Total Participants: 582
New Email Subscribers: 472 (82% conversion rate)
New SMS Subscribers: 41 (10% of Email also joined on SMS)
Conversion to Paying Customers: Nearly 2.5% of entrants converted on their Shopify store in the first week

Candylab’s Halloween giveaway not only captured the festive spirit but also significantly boosted their email and SMS lists.

Of the 582 entries, 472 people subscribed to their Klaviyo email list, representing a nearly 82% opt-in rate. Additionally, 41 of these subscribers provided their phone numbers to receive VIP perks via SMS.

Just a week after the giveaway launched, 12 of these new subscribers have already purchased products from Candylab’s Shopify store, representing a 2.5% conversion rate to sales so far.