All Posts in Viral Loops Case Study

February 19, 2019 - No Comments!

PoolSpark: The lost method of saving money

🤓 Note from the author:

We (at Viral Loops) always pay close attention to the campaigns our customers build. Some cases are ordinary, some interesting, and some others are really inspiring.

On a personal level, I'm always fascinated by products or services that offer solutions that virtually have none.

Whenever we find such a case, we'll reach out and learn more about the people behind the curtain.

The BeautySaver's campaign- which you saw on a previous article, was among these interesting cases; and this week we have another one!

And this one promises that you'll manage to save money with a method so old, that it's almost forgotten.

Can you tell us about what you are working on? What is Poolspark?

PoolSpark is bringing the world’s oldest savings mechanism to life online.  We’re an invite-only money pooling service for friends.

Poolspark case study

This concept of pooling resources, whereby each member gets their turn to use the resources equally, has been around for centuries.  The thing is, it’s less known in the United States.

However, if you ask around enough, someone knows someone that is familiar with the concept, it just goes by a different name.

For example, while using a ride-sharing service just yesterday, my driver from West Africa says he’s using this technique right now with two different groups.  In West Africa, it’s commonly known as “Susu”, but where I’m from, Jamaica, we call it “Partna”.

It goes by many names, but it’s ultimately a way for a community of like-minded individuals to participate in a savings pool in order to achieve a specific goal or just to help one another.

For example, let's say you and four of your friends want to supercharge your savings by pooling $200 together. That’s 5 people pooling $200, or $1,000 each member gets per turn. Now you can do a lot more with $1,000 than you can with $200.

Things like plan a vacation or pay down debt. The choice is yours! You invite who you’d like and set the amount and timeframe.  Boosting your buying power has never been easier.

At what stage is your company?

I’m at the pre-launch stage offering early access and a chance to win free pools forever.  Early traction is always nice, but getting early feedback is what will really help improve the service.  

PoolSpark Case study

How are your customers using Poolspark? Could you share a few different use cases?

The ability to use your payout any way you like is what makes PoolSpark special.  It’s a way to increase your financial flexibility.

There are too many stories to list here, but some of the most common uses involve paying down debt, like a credit card.  When you think about it, we all know paying a credit card balance at the minimum is a game you're unlikely to win.

With PoolSpark, you can start a pool with a payout that would cover the entire debt, choose your position, and pay it off in as quickly at 30 days.  That saves a ton of interest that you’d be paying to the credit card company.

At the same time, you’re helping others do something with their payouts. Or I recently heard from a student at Uni in New Zealand. He said he pooled to help cover dorm expenses and, of course, take a small vacation with his dorm roommates.  

Some of the more moving stories come from those who’ve used it for a medical emergency or legal fees.

Were there any early 'growth hacks' or tactics that have contributed to your current success? How did you get your first initial users?

We’re still rolling out our launch plan.  The bigger hacks have yet to come.

Most of our initial users came from announcing the startup on my social properties and with limited CPC ads.  Some of the basic techniques used include speaking directly to close friends and family about getting the word out.

Speaking to any and everyone you can when you’re out running errands.  How about asking your launch partners, like Viral Loops, if they have a blog where they feature certain customers’ stories?

I’ve had success with multiple partners there. Overall, we have a specific launch plan that is a mix of things that could get spread easily, with things that don’t scale.  

Speaking to any and everyone you can when you’re out running errands, especially to close friends and family. That's how you'll get the word out.

Do you generate sales from word of mouth and referrals? If so, can you describe how?

We are getting referrals to signup for early access.  I find that If you’re passionate about your startup you’ll get more people to listen and help you spread the word.  

Refine and share your story far and wide. I’ve had some of the best conversations with potential users during ride-sharing trips and at the local barbershop.  

Most of all, don’t underestimate the power of social media. Create your social calendar and start posting.

Don’t underestimate the power of social media.

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

I wanted to have the best chance of making this prelaunch successful.  Going with Viral Loops allowed me to focus on spreading the word versus building a custom referral engine.

Plus, the information and techniques have been very helpful along the way.

Can you share with us some results/metrics of your Viral Loops campaigns? How do they perform so far?

It’s still very early in the prelaunch, but what I can tell you is that most people are sharing using the Email option.  Twitter is second and Facebook is a distant third. Email is still king in this case.

I suggest focusing on the main methods of sharing instead of activating all of the options. 

Note from the author:

PoolSpark used our Startup Pre-Launch template. The template offers the exact method that Robinhood used to gather 1M users for their pre-launch.

If you find any trouble with the setup, my beautiful voice will guide you through the steps. Just push the play button of the video below:

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

Since we’re doing A/B testing with the landing page, we’re hyper-focused on conversion rate, click-thru rate, and, of course, number of signups overall.  

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?

It’s a custom build using Ruby on Rails and Bootstrap.  The free Google tools are priceless--Google Analytics, Google Optimize, Search Console, Drive, etc.  MailChimp will play a larger role over the next several months.

Viral Loops is the main hub for the launch.

February 13, 2019 - No Comments!

A referral booster worth 30% growth

In April 2018, TransferGo, an innovative and well-known digital remittance solution for migrant workers was already hosting a referral program as one of their main acquisition channels, for almost 6 years already.

Regardless of the small changes to their referral through the years, for the last year, the campaign’s k-factor was 24% on average without seeming to improve.

This is how TranferGo’s campaign looked like:

The K-factor is a viral marketing formula calculated by dividing the average number of conversions from invitations received by the average number of invitations sent.

It was then when they contacted Viral Loops so as to find a new way to make their referral program more powerful.

Given that they wanted an in-house solution, Viral Loops would have the role of coaching them and making any changes around the campaign, apart from the engineering.

Booster Referral Campaign.

After almost a month of detailed research, alterations on which metrics indeed matter for the current campaign, and multiple calls to create the right funnel- we also had to migrate to MixPanel and to make some impactful changes on the copywriting, we’ve come up with a pretty fresh solution.

We decided to run a new Referral Booster Campaign. The logic behind a booster campaign (aka flash campaign) is to do something unexpected, yet keep it simple and fun. For this reason, the campaign should have:

  • A specific time frame 
  • Special rewards that were different and/or better than the ones offered on the Refer a Friend program—this way we introduce the element of “surprise.”

The collaboration.

Executing the plan required both Viral Loops and TransferGo to get involved.

After thoroughly planning a new referral campaign, we had regular calls with the other team’s CEO, Product Owner, Referral Program Manager, Designer and engineers to ensure that both teams were aligned.

On our end, Savvas (CEO), Helena (Chief Customer Success Manager), Anastasia (Growth Marketing Specialist) and the Dimitris (Product owner), initially created the new referral campaign structure and optimized the existing based on feedback.

In addition, they suggested the new rewards that should be given, and created the new funnel, analytics, and KPIs for the campaign, along with the overall communication plan.

In Viral Loops we value design and copywriting a lot, so reviewing all the copies of the campaign’s page, emails, and design, we ensured that the UX was seamless.

One of the reasons that TransferGo contacted us in the first place, is our expertise in referral marketing/engineering. This gave them the opportunity to incorporate our suggestions into their in-house system, playing a major role in the success of their new campaign.

Tracking the performance was crucial, as it allowed to make iterations where needed and expand our perception about the ‘shape’ that the main Refer a Friend campaign should have. In other words, the insight that we gained from the booster campaign improved/empowered the existing program.

Campaign structure.

The booster campaign was a combination of an Ambassador/Milestone campaign with a Leaderboard giveaway and an Altruistic messaging.

Even though it might seem a very complicated concept, the company had well-trained traffic on what referral campaigns are, and with the right copies and design, this campaign was warmly welcomed by their audience.

Metrics & Results

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

The most important metric in viral marketing is the ‘K-factor.’ K-factor (or Viral Coefficient)- as mentioned in the first section of this article, 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, TransferoGo’s 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 Conversion

K-Factor of their first main Refer a Friend campaign was 0.24 on average, which puts it into the good league.’ That means that 1 out 4 people who received a referral link, actually accepted the invite and became members.

With the new campaign, we turned this into 0.31 which is 29% growth.

Participant conversion was pretty good with 28,692 users, but a total of 88,920 campaign page visits. That puts us at a participant conversion of 32%.

Participant share was also solid with 33.5% of people who shared the referral link with their friends, out of the total of 31,295 registrants. 

And finally, an impressive result from Invitation Conversion viral metric, as 64.05% of people who received a referral link decided to use it and become members of the booster campaign.

Before you go.

TransferGo may have had their referral program build in-house, but you don't have to do the same; it will cost a lot in time and money.

Instead, you can use any of our available templates and build your referral campaign in minutes.

If I were you, I would go either with the Milestone Referral Template or the Messenger Bot Giveaway Template. You can thank me later!

January 22, 2019 - No Comments!

35K leads in 20 days with a Messenger referral – Case Study

The goal of the project was to gather as many Facebook Messenger subscribers as possible via a viral giveaway.

Spoiler Alert!

We nailed it! We just run a Referral Marketing campaign via Facebook Messenger.

Btw, Viral Loops for Messenger is live on Product Hunt!

A little context before we proceed.

Yava is the biggest gym chain in Greece, with 50 branches throughout the country.  They came in touch with us to help them build a huge giveaway.

The prize? 

 

20+1 trips to (almost) open destinations.

The giveaway run 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:

Users participated by subscribing and could get more entries (increasing their chances to win a trip) by inviting their friends and family to participate as well.

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 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.

This approach canceled the very reason we decided to go with Facebook Messenger for the giveaway in the first place; it’s the platform with the highest rate of use, with open rates that put every other platform to shame.

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 ourselves. And goddamn, we did it!

We’ve built the product, run the giveaway and (as the title of this post gives away), we managed to gather 35K Facebook Messenger subscribers in 20 days.

How we made it happen

We took all the knowledge we had on Messenger bots (and especially Manychat) and created a seamless referral marketing experience.

By using the flow we created in Manychat we were able to track every referral (who invited who) and provide the extra entries for the giveaway accordingly.

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 exact flow, combined with Viral Loops’ technology for referrals, could be your best friend for running giveaways.

All you have to really do is:

  • Use your token.
  • Change the number of participations for each new entry & successful referrals.
  • Insert some keywords that trigger possible automated flows (e.g. show the number of participations the user has).
  • Craft a compelling copy that will communicate the value of your giveaway!

That's it. Not joking!

Viral Loops for Messenger is live on Product Hunt!

Now, back again to the case study!

How users participated

We had the tool, and we had the flow. 

It was about time to find the ways that people would be able to discover and participate in the giveaway.

Obviously, the first thing we needed was a landing page that converts.

We included the main call-to-action above the fold and added a counter to communicate the sense of urgency.

Below the fold, we included as much info as possible about the rules and prizes of the giveaway.

35K leads in 20 days with a Messenger referral

By clicking the call-to-action, users were asked to give permission to be subscribed to the page’s Messenger, and thus, participate.

Since Facebook is the “father” of Messenger, we had to go hard with it.

We scheduled posts that spread the word about the campaign, including all the details in the copy, and the URL that people could use to have a chance to win. We did the same with Instagram posts and boosted them with ads to get in front of as many eyeballs as possible.

Paid advertising offers a good initial boost, but we also need a great deal of organic reach in order to reduce the CPC of the campaigns.

We managed to do so by taking advantage of Manychat’s Comment to Message Growth Tool, as you'll see in the screenshot below.

35K leads in 20 days with a Messenger referral

A widget/popup was also added on the company’s website, aiming to inform mobile or desktop visitors about the giveaway and prompt them to subscribe to Messenger and enter the giveaway.

35K leads in 20 days with a Messenger referral

In order to reach existing customers/subscribers, we used newsletter & SMS campaigns.

Since the company is the biggest gym chain in the area, we knew that we had to also leverage the people that hit the gym to exercise. For that reason, there were banners in each gym with a Messenger scan code (another Manychat Growth Tool) that also included a clear direction on how people can use it to participate in the giveaway.

It performed excellently!

About 8K people subscribed using the scan code from the banners.

The user flow

At this point, I have to tell you that before the actual giveaway begun, there was a short pre-launch period (8 days).

We decided to give a head start to the existing gym members, website visitors or social media followers; this also allowed us to test the potential demand for the giveaway.

For the pre-launch period, we used a Facebook post with Manychat’s Comment Growth Tool, asking people to leave a comment with their favorite travel destination.

35K leads in 20 days with a Messenger referral

Whoever left a comment under the post received a message to their Messenger, asking for their permission to subscribe them to the pre-launch. The same applied also for people that came from the widget on the website, or the banners located in the gyms around the country.

As soon as the giveaway launched, those users received the following message:

Let’s have a look at how the flow looked like for people who got into the giveaway after the official launch. 

Initial Message:

Successful Participation Message:

The last card is what we named “personal invitation”, which prompts the user to share about the giveaway after they subscribed.

The rules of the giveaway were very simple:

By entering, users got ONE entry for the daily raffle- since we could give 20 free trips, we decided to have 1 winner every day for 20 days.

In order to obtain more entries, the users should share about the giveaway with their friends/network. Every time a friend of theirs subscribed for the giveaway, the referrer gained 10 extra entries.

The flow we’ve built did all the referral tracking, and the subscribers could go back to Messenger at any time and find out how many entries they have, simply by typing “Entries”.

The fact that even if a user didn’t win the one day, (s)he could keep the entries gathered, allowed us to follow them up in order to help them boost their referrals. 2 days after entering the giveaway (by using a smart delay), users received the following message:

A similar message was sent after another 2 days (again with a smart delay).

The results

Now that I gave you the small details about the campaign, let’s see some numbers. 

During a time frame of 20 days:

  • We gathered 34819 Messenger subscribers in total.
  • 1208 out of the total, subscribed during the pre-launch.
  • 31515 out of total participate in the giveaway, with a conversion rate (from a subscriber to a participant) of 90% 
  • 1232 total unsubscribes.
  • 15383 participants came from a referral.

 The last piece of data shows us that 48.8% of participants came to the giveaway from a referral.

Some insight

After the campaign ended we were really happy with the results. Our experience has shown that the performance of every campaign relies on luck, only by a small percentage.

We knew that we did something right, and we wanted to document it!

It all came down to 5 things:

  1. It took people only 2 clicks to share about the giveaway. Hence the 48.8% of referral participants.
  2. There were enticing & recurring rewards. Participant saw that there were daily winners, and that kept them trying to win.
  3. We leveraged all the available channels and mediums. Banners, social media, newsletters, etc.
  4. The messaging was engaging and fun. We kept receiving replies with people telling us how funny the gifs that we used were.
  5. Even though the messaging was short, it was to the point. It didn’t leave people wondering about the details, without getting too much into them.

Why run a referral marketing campaign via Messenger?

Are you serious?

Did you read the title of this post? 😂

I’m joking.

The explanation is simple. Messenger as a platform has better engagement (open rate, CTR, etc.) than any other platform right now, and people are really used to using it. It’s easy for them.

And the most important; their friends are used to receive content from them.

In addition to that, your brand/company can really start a more human conversation with its audience.

Now if you’re not very interested in the human side of these things, I have one last card in my sleeve:

You can download your Messenger subscribers’ psids directly from Manychat & and use them to build audiences for your ads. Just be gentle with that, ok?

Want to build your campaign?

We got your back, partner!

Viral Loops for Messenger is now available for you to run your giveaway via Facebook Messenger!

We can help you set up your campaign and start collecting leads!

Build your Messenger Referral Marketing Campaign now!

If you wanna know even more, you can join our FREE webinar about Messenger Giveaways.

Join us here.

We'll cover:

  • Why Messenger Marketing is awesome.
  • What can Viral Loops do for you.
  • What does our Messenger template include.
  • How to set up your Messenger giveaway campaign.
  • A live example of how it works.

 

January 17, 2019 - No Comments!

BeautySavers: The art of not selling anything

🤓 Note from the author:

I'm always fascinated by projects/companies that don't try to sell something; the fact they're in the game for the value they strive to provide to their audience.

That's the reason I love The Hustle!

As you can assume by this intro, BeautySavers is one of these cases. Although I'm not into beauty products myself, my gf really appreciated the fact that she could be up to date from one place.

Also, BeautySavers use our Milestone Referral Template for their ongoing referral program. Another reason to get in touch with the people of Firon Makreting (the masterminds behind the project), and learn a bit more about the way they approach this venture.

I was intrigued, so I gathered some extra info about their campaign and I present them right below this short interview.

Enjoy! 🤗

Can you tell us about what you are working on? What is Beautysavers? What type of business are you?

BeautySavers is a destination for the latest beauty tips, shopping discounts, and giveaways. The giveaways are weekly and feature great value beauty products which are reviewed by the Beauty Savers influencers.

There is an influencer for each beauty category (Makeup, Hair, Skincare).

We've built this community on the great relationships we have with beauty brands because we bring awareness to their products through giveaways, reviews by our trusted influencers, and our referral programs.

We're here for the audience. It's our mission to find great products at great prices, and give away as much of them as we can!

BeautySavers utilizes Viral-Loops to provide a referral program which we use to reward our loyal audience members. In return for sharing with 5 friends, a Beauty Savers enthusiast will receive a Tula Daily Cleanser which has a value of $10.

Beauty Savers was built by Firon Marketing to grow a beauty audience which it can distribute the product for its beauty brand partners.

We're here for the audience.

At what stage is your company? (Are you trying to raise some early traction during a pre-launch? Are you trying to get more sign-ups/orders/subscribers? Are you thinking of running crowdfunding?)

We are trying to get more sign-ups/subscribers, so we can reach bigger beauty brands and give away more products to our loyal audience. We are quite in an early stage (less than 6 months old), but growing fast.

How are your customers using Beautysavers? Could you share a few different use cases?

Our customers (audience members) are using Beauty Savers to hear about new products, get products for free, and interact with each other. Users share photos of their rewards and heavily engage (over 150 likes and comments per contest post) every week with our social posts.

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

We ran a referral program to multiply the incentivized traffic we generate with organic shared (referred) growth. The referral traffic has been incredible in its retention as well as its volume.

How did you promote your campaign? How did you get your first participants/referrals?

We utilize social media ads and influencer features.

Did Viral Loops help you with your campaign success? If yes, how?

Yes, the technology was easy to set up, embed in our website with our own branding, and it's affordable.

Do you generate sales from word of mouth and referrals? If so, can you describe how? Can you share with us some results/metrics of your Viral Loops campaign? How did it perform so far?

We don’t sell anything, so the traffic generated by Viral-Loops is clear in the dashboard data.

BeautySavers' Milestone Referral Campaign

First things, first.

If you want to build your own Milestone referral campaign, all you have to do is to sign up for Viral Loops and use our pre-made template inspired by Harry's.

If you find any trouble with the setup, my beautiful voice will guide you through the steps. Just push the play button of the video below:

As in every successful Milestone referral campaign, it all starts with a nicely designed landing page.

Copywriting is also important, and BeautySavers really nailed it!

BeautySavers referral campaign landing page

After signing up, I got redirected to a 'Thank you' page, which prompts users to share their unique referral link in order to win the prizes.

BeautySavers thank you page

At the same time, I received my welcome email that also prompts to share my unique link with my network.

beautysavers welcome email

beautysavers welcome email

In order to test things out, I invited George (I don't think that he is a fan of beauty products, but he was immediately available) to join the referral.

Once he signed up for the campaign, my successful referral count went from 0 to 1 in my Personal Referral Center (as BeautySavers name it).

Also, I received an email informing me about my about my small win.

BeautySavers personal referral center

Beautysavers successful referral email

Beautysavers successful referral email

And really, that's it!

Simple, yet effective.

I will see you very soon with another interesting case, so make sure to subscribe to our newsletter in order for you to get it first!

Keep being awesome 😎

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!