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October 30, 2018 - No Comments!

How Infinity gained 2,5K+ early adopters with Viral Loops

In March 2018, an innovative and fresh SaaS startup named Infinity was in the final stages of developing an MVP of their ‘infinitely’ flexible and user-friendly project management and collaboration tool.

This tool threatened to be an alternative and true competition to some of the biggest project management software solutions on the market (they even had the guts to compare their product to the popular Trello).

Inspired by RobinHood’s pre-launch campaign, they decided to do exactly the same: create a waitlist for their MVP and publish a Closed Beta for the selected number of early members.

But, guess what?

Infinity team decided to be bold and gather a lot more early testers than they had initially planned. Actually, they were about to launch a marketing campaign to get as many early members as possible.

Yup, pretty ambitious. It seems like they really believed in the MVP of their product.

So, let’s see their approach to launching a strategy which resulted in 2,500+ users in less than a month.

The Game Plan

After days of detailed research and multiple hours spent on defining the strategy for gaining as many early members as possible, they’ve come up with a pretty neat solution.

Infinity team decided to launch a referral campaign. The final thing they needed was an appropriate tool which would help them set up their viral campaign.

As Viral Loops offered an easy-to-use and practical pre-launch template, the search ended there.

Infinity decided to use Viral Loops as a tool to launch their referral/viral campaign.

There are few points which should be covered if you’re about to launch a successful referral (viral) campaign:

  • Landing page
  • Good incentive
  • Define referral placements for your campaign(Make sure to carefully choose the initial places on which your members could share the referral link.
    If your fans are active on platforms such as Facebook or Twitter, make sure to include those as a starting place where your referral link could be promoted.)
  • Promotion channels (often considered as paid promotion, such as Facebook Ads, Beta List, etc.)
  • Analytics/metrics tracking

Building a viral landing page

Before setting up a referral campaign in Viral-Loops, Infinity team had to create a solid landing page for their product.

Making a viral landing page is not an easy thing to do. You have to invest a lot of time in order to prepare good content, a visually appealing design, and even an explanatory video. And that’s exactly what Infinity did.

Infinity pre-launch landing page
Infinity landing page used for the Viral-Loops referral campaign.

Infinity signup form

Infinity's pre-launch signup form

Infinity's pre-launch sharing widget

Infinity's pre-launch sharing widget

Incentive: Do You Have Enough Courage to Offer ‘The Real Thing?’

After building a landing page, it was time to brainstorm on a proper, engaging and effective incentive for the competition participants.

If you’re about to launch a referral campaign, you definitely need to create a convincing and inspiring motive for people to enter the competition.

Thus, Infinity organized a bunch of waitlist rewards:

  • an invite to the Infinity launch weekend for the winner
  • a lifetime premium plan for the top 10
  • and a priority invite & 6 months of the premium plan for the top 100.

And the only thing the members needed to do is to spread the word by sharing the received referral link to their acquaintances.

Execution is the real game

After thoroughly planning a referral strategy and gathering everything that was needed to jumpstart the campaign, it was time for some real action.

Setting up a Viral-Loops campaign is a pretty simple process.

After linking the landing page to the campaign and setting a legitimate incentive for a defined target audience, Viral Loops offered a few options to help the contestants share their referral link more easily (ex. Email, Facebook, Twitter or simply by copying the link).

With all of that done, Infinity’s Viral-Loop referral campaign was ready to begin!

The campaign flow looked something like this:


Visitor → Infinity Landing Page → Visitor clicks on CTA button (in this case ‘Subscribe for Infinity Early Beta’) → Visitor becomes a Member → Member receives a referral link which automatically puts him on the waitlist → Member is repositioned on the waitlist and put into consideration for winning an incentive based on the number of successful referrals (the number of people they’ve invited who also subscribed for Infinity’s Early Beta).

Think About Power-Ups...

If Infinity had relied solely on organic visits and conversions, they probably wouldn’t have got near to the results they achieved from their referral marketing campaign.

That’s why the team decided to boost their viral campaign with paid promotion. To be more precise, they used channels such as Medium, Facebook Ads, Beta List, Adwords, Product Hunt, etc.

Statistics

Viral-Loops offers an intuitive Dashboard which showcases a weekly statistical progress of your referral campaign.

Let’s check out Infinity’s Dashboard and see their results:

Infinity’s Viral Loops Dashboard

Some of the key points include:

  • Total number of visits (to the landing page)
  • Number of campaign participants
  • Number of referrals
  • Number of shares

The total number of visits on Infinity’s landing page was around 11,000.

A total of 2,524 participants were involved in the campaign, 343 of which were referrals (people who accepted the invite and joined Infinity Early Beta), and 455 were shares (members of the Early Beta who shared the link with other people).

The end results

Virality metrics were of great importance to Infinity team whilst running a referral marketing campaign.

Analytics gave them a perfect progressive summary of their referral campaign and were the key to their referral program success.

The most important metric in viral marketing is the ‘K-factor.’ K-factor (or Viral Coefficient) is measured by dividing the average number of conversions from invitations received by the average number of invitations sent.

The equation is simple: K = c / i

By calculating the K-factor, Infinity team got a sense of the overall progress of their campaign, which helped them adjust campaign settings from time to time and ultimately achieve better results.

Alongside K-Factor, a few other important viral metrics include:

  • Participant Conversion
  • Participant Share
  • Invitation CTR (Click-Through Rate), and
  • Invitation Conversion

K-Factor of Infinity’s campaign was 0.75, which puts it into ‘the outstanding league.’ That means that 3 out 4 people who received a referral link for Infinity Early Beta access, actually accepted the invite and became members.

Participant conversion was pretty good with 2,524 users, but a total of 11,174 landing page visits. That puts us at a participant conversion of 22%.

Participant share was also solid with 18% of people who shared the referral link with their friends, out of the total of 2,524 participants.

Furthermore, Invitation CTR resulted in a pretty high number of 88% of people who clicked on the referral links their friends sent them.

And finally, an impressive result from Invitation Conversion viral metric, as 75% of people who received a referral link decided to use it and become members of Infinity Early Beta.

 

August 6, 2018 - No Comments!

How BAMF Media made sunscreen go viral with Viral Loops: An ecommerce case study

When the viral product incubator FCTRY needed badass viral marketing, they reached out to us, BAMF Media for help.

And when we needed the right software to run this viral campaign, we knew that Viral Loops was a one-way ticket.

R U ready to shine?

The Strategy

We designed and coded a unique viral website with custom referral backend technology integration through Viral Loops, which produced amazing results for the campaign.

The “Thank You” page was optimized to drive referrals — 48% of people who signed up shared one of the referral links.

One of our best growth hacks was using PR and media coverage to drive the top of the campaign’s viral funnel with high converting free traffic.

We managed to land stories on Mirror Online, PopSugar, Bustle, and several other major publications.

The Numbers

At BAMF Media, we are obsessed with virality metrics.

Let’s see some of the campaign’s highlights:

  • 48% of signups shared their referral link. (Referral-to-Participants)
  • 7 out of 10 signups came from referrals
  • 3 people signed up for every 2 social shares.

One of the campaign’s top performing ads saw about 90% of leads and 2,601 shares.

The average click-through rate on Facebook ads in the beauty industry is around 1.16%, with a cost per click at about $1.81.

Unicorn Snot’s campaign saw a CTR of 2.7% and a CPC of $0.10, so we managed to produce a significantly higher click-through rate for a fraction of the cost as a result of some badass creative assets and audience targeting.

Twitter saw the highest share/referral ratio — 46% of shares resulted in a referral.

As far as shares, Facebook was where the campaign took off — 25% of shares resulted in a referral, but it had 3X more total shares.

The majority of our tracked referrals came from people who clicked on a shared link outside of Facebook, Twitter, or Email  — which could’ve been from other “discount websites,” or PR placements sharing links to larger audiences.

These virality metrics are key to a successful Viral Loops campaign.

“One of the core concepts in viral marketing is the K-factor (K = i * c), with i as the average number of invitations sent per user and c as the average conversions from invitation to registration. Using this metric, we were able to tweak our viral campaign in order to maximize the reach.” (Source: Wikipedia)

Note: If you want to learn more about viral and referral marketing metrics, you HAVE to read From Visitor to Ambassador: The art of referral marketing.

Leading the paid social execution was BAMF’s Head of Media Buying, Charles Evans Jr., who says, “Having the right paid social strategy, airtight tactical execution, and segmented retargeting to amplify referrals led to the success of this campaign.”

“Also, we kept it simple, doubling down on what worked to scale efficiently.”

As Charles always says, “All that glitters isn’t gold.

Viral Incentives

Having the right milestone incentives and rewards is also key. If people who sign up are not stoked to share and get that prize, you simply won’t go viral.

Give customers what they really want. And be willing to spend some money to do it. Branded stress balls and t-shirts won’t do the job.

For example, Gilt developed a comprehensive insider program to encourage referrals.

In order to capture to their broad customer base, they didn’t just go with one incentive but instead established a tiered system of rewards including everything from free merchandise to insider access to their best flash sales.

A milestone referral (like the one that we used for Unicorn Snot’s campaign) structure should always be tiered - with easily attainable milestones up front and a super strong emotionally compelling grand prize that is relevant to your product or service.

In this case, it was the $100 Unicorn Snot gift card, but we often use even bigger prizes to amplify the emotional trigger, such as a “Free Trips to Around The World.”

By the end of the product launch waitlist campaign for Unicorn Snot, over 200 people had referred more than 25 friends, which would come to more than $20,000 in additional prize costs.

So, make sure to think about your reward incentives and the potential costs should your campaign take off and many more people reach those milestones.

The Takeaways

The lesson?

Pick your incentives carefully.

The discounts you offer can make or break your campaign.

You can bring in a lot of customers with huge discounts, but if those cost you more than the campaign brings in, it might not be the wisest move.

After working on so many viral marketing campaigns, we know that some clients and products are more difficult to promote than others.

Starting with a unique, high-demand product like Unicorn Snot made the process much more successful for BAMF Media and our campaign.

We were able to combine the natural intrigue of glitter sunscreen with the creativity and skill of our team to launch an awesome viral marketing campaign.

January 19, 2018 - No Comments!

How Growth Team Brazil managed to grab 5.5K emails through Referral Marketing & Word of Mouth

Growth Team is Brazil's first growth hacking agency.

We interviewed Braulio Medina, Co-founder at Growth Team to know more about their marketing approach & how referral marketing acted as a catalyst for the company’s growth.

Can you tell us about what you are working on? What is Growth Team Brazil?

My name is Braulio Medina, I am a mathematician and entrepreneur who is raising the bar in growth marketing for Latin American customers.

I am the co-founder of Growth Team, which is Brazil's first growth hacking agency.

We adapt the most recent growth hacking strategies and methods to the reality of our customers and their audience to generate the best possible outcome.

At what stage is your company?

Apart from taking care of our ongoing customers, we decided to invest in growth education and bring the best knowledge in growth marketing to Brazil.

We are launching the Growth Marketing Brazil Pack in partnership with the Growth Marketing Conference, which is a digital product containing the material from the conference.

That's why we are using Viral Loops!

How are your customers using Growth Team Brazil? Could you share a few different use cases?

We have been operating for 7 months only and we've already generated some great results for many different clients.

Our strategy will vary depending on the type of business (B2B, B2C, E-commerces, Marketplaces)

How did you get your first initial customers?

We launched our growth agency using a very strong scarcity signal to the market: we would only let 10 customers join. Over 100 registered!

Do you generate sales from word of mouth and referrals?

We did a list building campaign using Viral Loops during the last Black Friday.

We decided to give away some materials and courses that we have.

There were 5 different levels, based on the number of people referred.

Over 5.500 E-mails were collected using this strategy!

What made you want to run a referral program? What’s your goal?

We wanted to generate as much awareness as possible for people interested in learning about growth hacking in Brazil.

What are the core metrics that you measure constantly and are super important for you?

The number of people impacted on social media by our organic campaigns, inbound leads, deals closed.

What platform is your website built on and what are the top 3 marketing tools that you depend on to grow your company & how do you use them?

WordPress, Slack, Hubspot.

Final Thoughts

Growth Team Brazil ran a list building campaign using Viral Loops during the latest Black Friday, giving away some material and courses that they had.

Over 5.500 E-mails were collected using this strategy!

If you want to create a referral program like Growth Team, you can check this cool project harrysprelaunchreferral.com and create a Milestone referral campaign in 4 simple steps, like Harry’s did!

The entire process was designed to be as easy as possible!

Note: Puggy recently started spreading her knowledge on Referral Marketing, so 👉 Push the "Send to Messenger" button below to grab her exclusive content 🐶

 

August 31, 2017 - No Comments!

Growth Tribe used referral marketing to launch the largest Online Growth Marketing Conference

We interviewed Jim Groenen, Lead Growth Marketer at Growth Tribe.

Like he says in the interview below,

"Growth Tribe is Europe’s 1st Growth Hacking Academy"

Growth Tribe has trained 2000+ people in the last 2 years from 415 different companies.

So let's go straight to the interview.

Hi Jim, can you tell us about what you are working on? What is Growth Tribe?

Growth Tribe is Europe’s 1st Growth Hacking Academy! We’re backed by the University of Amsterdam (UvA), Facebook, StartupAmsterdam. We are specialised in teaching technical growth skills through hands-on workshops. 

We currently do courses ranging from 2 days, 6 weeks or 3 months on Growth Hacking and AI for Growth. Our trainers have a track record of hands-on start-up experience. They have been hustling in the digital realm for years.

Growth tribe interview viral loops

Combining their experience and expertise we’ve gathered a syllabus consisting of more than 6000 slides & 28 hands-on workshops. In total Growth Tribe trained 2000+ people from over 415 companies.

How did you come up with the idea of the International Growth Summit?

We think that companies grow faster through continuously educating their people who are responsible for growth. Next, to our workshops, we’re also organising Growth Marketing Conferences both in London and Amsterdam. People love the content, however, a physical location limits the amount of people that can learn. 

Therefore we wanted to take a different approach this time. By hosting a free accessible live online conference, we could empower much more people to join and learn together.

For the International Growth Marketing Summit, we invited 15 leading growth experts across the entire growth funnel.

Big names in the industry such as Nir Eyal (Hooked), David Darmanin (Hotjar), Josh Fechter (BAMF), Savvas Zortikis (Viral Loops) and much more joined us on an all day, 8-hour content online summit.

How did the summit work out? What were your main challenges?

In the end, we hosted the largest online conference on Growth Marketing up to date. We got 15,000 people that eventually registered for the Workplace growth.facebook.com in which we hosted the summit.

Not all people were able to watch the live event at the same time, however, Facebook Workplace helped us with instantly making the replays accessible and keeping them open for free during the entire weekend.

Some of the challenges we faced along the way:

  1. Coordinating 15 speakers across 6 different time zones on different network connections, with their own computers and slide decks. To tackle this, we partnered up with BlueJeans who are experts on hosting these type of online events. With their technical support, we did a dry run for all speakers and were able to ensure a seamless event.
  2. We went from idea to event in just one month. Since we had to do everything from scratch, search engine rankings were low and time for improving SEO was limited. It put quite some limitations on our organic reach and we had to make this up by engaging with other channels.
  3. Our Facebook Workplace hosted on growth.facebook.com was a new concept too. Onboarding of participants was a challenge itself as people weren’t yet acquainted with the new platform. Also, since this community is limited to 1 account per email address, participants could not log in with their private address. Therefore, we had to create one for every attendee. 

Awesome! Were there any 'growth hacks' that have contributed to the success of the summit?

In our courses, we talk a lot about Other People’s Network (OPN). Which existing network could you leverage right now instead of building your own audience from scratch? For the Online Summit, partnerships were our OPN and brought us at least half of the sign ups.

We partnered up with Hotjar, Typeform, TrendWatching, VWO, Viral Loops, SEMrush and BlueJeans. They were happy to tell their combined 1.5 million users about our partnership for this event.

Next to partnerships, one of our best channels was the ambassador programme. Through Viral Loops, we used the milestone template to reward people with different type of incentives.

After a brainstorm with the team, we picked the 5 best incentives from a list of over 40 ideas.

That's great! Did you generate registrations from word of mouth and referrals?

We got around 5,000 sign ups from our referral campaign. Here’s what went well:

  1. We made our referral incentives both achievable and ambitious. Therefore the first incentive was directly given when people invited only 1 friend. Based on Cialdini’s persuasion principles, starting with a small commitment (inviting just 1 friend) will lead to consistently inviting more friends later.
  2. Since we created 5 different incentives, there was always a next interesting incentive to chase. A number of invites sent, make or break a good referral campaign. This has everything to do with the K-factor about which I’ll tell you more in a moment.
  3. We sent emails after every milestone was reached. This is something that would be a lot of work to manually setup. However, Viral Loops supports this out of the box. 
growth summit milestone Referral Viral Loops

What made you want to run a referral program? What was your goal?

Viral marketing is one of the best ways for product growth. It’s one of the least costly channels to reach both high quality and quantity leads as shown in the graph below: 

By creating a viral engine we were able to leverage a number of sign ups that all summit partners contributed. The great thing is, that in just 2 weeks we got around 5,000 sign ups through the referral campaign.

Can you share with us some results/metrics of your Viral Loops campaign? How did it perform so far?

See answer below 👇

Do you have any core metrics that you measure constantly and are super important for you?

At Growth Tribe, we always measure viral campaigns through the K-factor (K = i *c), where i is an average number of invitations sent by one user, c is an average conversion from received invitation into registration.

In our viral campaigns we were constantly optimising to tweak the viral engine for:

  • Signups per channel (Top of the funnel)
  • Friends invited per ambassador
  • Open / Click rates of invites sent
  • Conversion per invite

In total around 1/3 of the registrations came from our viral campaigns. Referral invites were mainly sent through social and email. Therefore, our focus was to improve the landing page registration which got an average conversion rate of 60%. Also, Viral Loops enabled us to customise the invite that people sent through email and social channels.

One last question, what platform was your landing page built on and what are the top 3 marketing tools you used for promoting the summit?

Our Growth Tribe back-end is based on Ruby on Rails. However, we found that experiments as these are way faster to build on Instapage. This enables us to go from design to landing page in just 1 day, instead of a week with Ruby.

Speed is essential to learn and adapt faster than others in the market. It democratises landing page creation across more team members since full-stack development skills are not required.

Speed is essential to learn and adapt faster than others in the market. It democratises landing page creation across more team members since full-stack development skills are not required.

Other top 3 tools we used for summit promotion:

  1. Sendgrid for sending out announcement emails. They have some great new email A/B testing features.
  2. BlueJeans for hosting the online summit. A powerful tool for online conferences and video calls.
  3. Viral Loops. This is our go to tool for viral marketing. We implemented a relatively complex referral programme in just one day.

Do you plan to run the summit again in the near future?

For now, we host all videos from the Online Summit on Facebook Workplace and ask a small fee for accessing the replays. This enables us to cover some costs of keeping the Workplace in place.

If you want to rewatch all the talks, check growthsummit.io

We’re definitely planning to run a new summit soon. Stay tuned here and via Growth Tribe, so you’re the first to know!

Growth tribe interview viral loops

Final thoughts

If you're interested in learning growth hacking, Growth Tribe has a 2-day growth hacking course starting mid September.

Check it out 👉 here.

If you want to create a referral program like Growth Summit, you can check this cool project harrysprelaunchreferral.com and create a Milestone referral campaign in 4 simple steps, launch like Harry’s did!

The entire process was designed to be as easy as possible!

That's all from us! ✌️

July 28, 2017 - No Comments!

How Joeywears used referral marketing before raising $100,000 on their Kickstarter campaign

^ That’s JoeyWears an e-commerce company which tries to change the way we wear underwear.

Yang, Jake and their awesome team want to offer superior quality fabrics, the perfect fit and innovative designs to make underwear the most comfortable thing in your wardrobe.

Their motto?!

"No more sweaty balls"

joeywears viral loops interview

We interviewed Jake Mellet, Co-founder at JoeyWears to know more.

Hey Jake, can you tell us about what you are working on? What is JoeyWears?

In a nutshell, JoeyWears is the underwear your balls deserve.

We wanted to create a pair of boxers that are comfortable, sustainably sourced and look great - most undies just do one of those well. It’s taken us about 9 months to develop these bad boys, and we’ve just launched our Fresh-Man range.

Our pouch technology is designed to prevent sweat, our fabric is 3x softer than cotton & sustainably sourced, and they don’t ride up. We tested them on 100 beta testers, and they really loved them - even describing them as the “the upgrade my underwear drawer needs”.

Tell us more about the stage of your company?

3 weeks ago we launched on Kickstarter. We wanted to raise around $15,000 over the campaign, to hopefully find a community who loved JoeyWears. We managed to do this in 30 hours.

We’re now over 1000 backers after 3 weeks, which is incredible. 

joeywears interview Viral Loops

How are your customers using JoeyWears?

Currently, only our beta testers have a pair of JoeyWears. We actually have two versions - the Pro and the Active.

The Pro version is perfect for everyday wear, and we recommend it for people who work in offices or want the perfect pair of undies for a sofa day.

The Active version is (you guessed it) aimed at the more sporty amongst us. It’s designed to be great for running, the gym and especially cycling, and the feedback from our customers confirms this!

joeywears interview viral loops

That's great! Were there any early 'growth hacks' or tactics that have contributed to your current success?

One of the really cool growth hacks we did when launching JoeyWears on Kickstarter was to tag everyone who bought a pair in a picture on Facebook. This meant that JoeyWears was appearing on their wall which gave us loads of exposure fast.

This only worked for the first day, as now around 95% of the people we sold to we don’t know, but for the first day, which is so important on Kickstarter, it was a great way to recognise the people who supported us, and surprisingly, actually drove quite a bit of traffic as well!

Wow! Do you think that you generate sales from word of mouth and referrals?

Yeah, so pretty simply we were acquiring emails through referrals and now we’re converting those emails into backers on Kickstarter.

viral loops joeywears milestone referral

What made you want to run a referral program? What’s your goal?

I mean at the core of it, we wanted to get more email sign-ups so we could have an enormous first day on Kickstarter.

The interesting thing about Viral Loops was that it actually saved us money.

We drove some of the email sign-ups from Facebook Advertising - the cool thing about that is that it turned each sign up into 1.4 sign-ups, which cuts the CPL.

Essentially you can look at Viral Loops as a way to improve the efficiency of your ads - so if you are doing paid acquisition I’d strongly suggest looking at them!

milestone referral viral loops joeywears

that's the Milestone referral template that JoeyWears used

Can you share with us some results/metrics of your Viral Loops campaigns?

Viral loops has a load of options for how you can set up your referral program - so we tried a couple of these out to see how they performed - at the end of every three people we signed up we’d be getting an extra participant, which really helped push us to a huge revenue number on the first day of Kickstarter.

Do you have any core metrics that you measure constantly and are super important for you?

Now, we’re looking mainly at revenue of course - but for me, the most important metric is the number of backers.

The point of this Kickstarter is to be able to manufacture our first big bulk order, but more importantly, make sure that people like the idea - and hopefully that number will hit 1000 in the next few days.

In the future, of course, we’ll be looking more at CAC and LTV as we grow the business.

joeywears viral loops interview

Before we end, what platform is your website built on and what are the top 3 marketing tools that you depend on to grow your?

Our platform is built on Instapage - which was cool because some of the Viral Loops options integrated with that.

Top three marketing tools that have been really useful have been:

  1. Buffer, to help schedule our social posts.
  2. Thunderclap, which helped us launch with a big bang.
  3. Our old faithful, Google Analytics to help us know what we are and aren’t doing well.

Final thoughts

Their campaign on Kickstarter has over $100,000 of funding from over 1000 backers.

Guess what? They have 6 more days to go.

Support them 👉 here if you liked them.

If you want to create a referral program like Joeywears, you can check this cool project harrysprelaunchreferral.com and create a Milestone referral campaign in 4 simple steps, like Harry’s did!

The entire process was designed to be as easy as possible!