The goal of the project was to gather as many Facebook Messenger subscribers as possible via a viral giveaway.
We nailed it! We just run a Referral Marketing campaign via Facebook Messenger (with a giveaway bot).
A little context before we proceed.
The giveaway through the referral marketing bot runs in a time span of 20 days; that means that we gave 1 trip every single day!
The flow of the giveaway was exactly the same as any referral giveaway:
But there’s a twist.
As I wrote in the beginning, the goal was to gather messenger subscribers. Up to now, giveaways that worked with a referral marketing program registered participants with an email address.
That means that after grabbing the users’ email address, we should email them in order to subscribe to the page’s Messenger.
We knew that our funnel would leak a lot. We would lose a huge number of people that could potentially bring us more participants.
So, the question emerged:
“We have the technology for the referral system. How we take advantage of it without losing leads trying to convert them from email to Messenger subscribers?”
We had to get email outside of the equation, and there was no system that could do this.
We had to build it a giveaway bot ourselves. And goddamn, we did it!
We took all the knowledge we had on Messenger bots
This way the audience was able to participate in the campaigns from inside Facebook Messenger, and directly invite their contacts. It was a bit tricky at first, but the final result inside Manychat looked like this:
This was also implemented using the same referral marketing bot.