Back-to-School Giveaway
Preview Careers is a platform that provides informational interviews with industry professionals, mock interview prep with hiring managers and more, to support students’ career journeys.
Impact: Increased awareness and conversions for Preview Careers’ services by specifically targeting post-secondary students attending an institution located in Metro-Vancouver at $1.59 per conversion (via Facebook Ads Manager)
Main Instagram Post: 595 comments; 138 likes; 781 reach; 40% increase in followers
Tracked on Instagram Insights
Main Facebook Post: 581 comments; 137 likes; 4003 reach; 350 clicks
Tracked on Facebook Insights
Key Considerations:
• Giveaway entry rules:
1. Provide value to Preview Careers and students
2. Encourage referrals and engagement at scale (e.g. tag a friend in the comments!)
• Influencers who are eager to develop their careers - having done internships, participated in student clubs and/or have personal passion projects, aligning with Preview Careers’ brand and advice
• Target market’s attributes: graduation years, institutions, interests, locations (cities) and more, leveraged when targeting potential customers
Key Steps:
1. Created giveaway rules, designed content and planned photoshoots
2. Reached out to two Instagram micro-influencers, to raise awareness and engagement
3. Ran Facebook and Instagram ads, targeting by narrowed attributes, using Facebook Ads Manager
4. Leveraged ShortStack to design landing page and collect entrant info (email addresses, school, etc.)
5. Used Export Comments to efficiently count giveaway entries from engagements
6. Used Random Picker to select announced winner
Thanks for visiting! Let's chat.
I am always open to marketing, sales and consulting opportunities.