Building a brand through engaging content: the successful Wash&Go Campaign

How did Wash&Go manage not only to attract new followers, but also to build an active and loyal social media community? Through a bold combination of interactive campaigns, engaging content, and strategic giveaway mechanics, the brand achieved impressive results. In this case study, you will learn about the key tactics that made the campaign successful, the most effective marketing approaches, and how the audience responded to different formats. Finally, you will discover the biggest lesson from Wash&Go’s strategy — why followers didn’t just like the brand, but started actively engaging with it. 🚀

THE CLIENT

Wash&Go offers high-quality hair care products designed for the whole family. Inspired by the power of natural ingredients, the products are created to cleanse and nourish all hair types, leaving hair fresh, light, and voluminous.

THE ASSIGNMENT

The client approached us with the goal of running a Page Likes campaign on Facebook and Instagram to increase the brand’s follower base and strengthen brand awareness. Naturally, we also had to think long term — how to retain these new users through interesting and diverse content. That’s exactly what we do best.

CAMPAIGN APPROACH

After discussing the client’s objectives and possible approaches, we decided to combine creativity and performance into one effective marketing strategy.

Over the course of three months, we created 6 giveaway activations designed to strengthen audience interest in the brand and support its positioning as both reliable and engaging. We launched a Facebook Page Likes campaign and an Instagram profile visits campaign, targeting users most likely to interact with the brand’s profiles.

THE CREATIVE IDEA

Gamification is a marketing tactic that has proven successful time and time again. We use it to place the user at the center of attention, motivate them to complete the desired action, and reward them afterward.

We started by developing six giveaways aligned with the brand’s theme, values, and tone of voice. We used colorful yet soft visuals that reflected Wash&Go’s identity, while keeping the copy concise, clear, and engaging.

As for the prizes, some winners received a set of three Wash&Go shampoos, while others won a shampoo-and-mask set from the Wash&Go Superfood range.

Facebook Giveaway Mechanics
In the first game, we used an open-ended mechanic that allowed users to engage freely. There was no right or wrong answer, encouraging authentic responses and personal opinions.

In the second game, we relied on a mechanic designed to make participation feel more personal. Users were motivated to join because the prize was directly connected to their own hair care needs.

In the final Facebook game, we encouraged users to tag a friend in the comments. Here, the focus shifted away from the products themselves and toward the audience, with a thematic reference to the upcoming end of 2023. Tagging another user also helped increase the organic reach of the giveaway.

Instagram Giveaway Mechanics
In the first Instagram game, we aimed to keep the audience engaged for a longer period by including questions in the caption that users had to answer. This helped us build a stronger relationship with them and encouraged them to share personal preferences.

The next game demonstrated that we understand users’ everyday problems and experiences, helping shorten the distance between the brand and its consumers.

In the sixth and final giveaway, the brand was integrated more contextually through a Christmas-themed activation. We used emojis representing famous Christmas movies and encouraged users to guess them. This approach naturally increased engagement, as users spent more time analyzing the visual before commenting.

Organic and Paid Performance Results
The overall results — both organic and paid — were impressive. Engagement levels remained consistently high across all activations, confirming that we were asking the right questions to the right audience.

Facebook results:

• Over 4,100 likes on giveaway posts
• Over 3,500 participation comments
• 740 shares on users’ personal profiles

Instagram results:

• 4,286 post likes
• 1,830 participation comments
• 210 saves

The best part? Even after the campaign ended, users continued engaging actively with Wash&Go’s profiles. The ongoing content strategy proved valuable and interesting enough to retain audience loyalty.

PERFORMANCE STRATEGY

To achieve the campaign’s strategic goals, we allocated the budget carefully across the different platforms.

• 32% of the budget was allocated to Facebook Page Likes campaigns because Facebook allows highly effective optimization for this specific objective.
• 25% was invested in Instagram campaigns focused on increasing profile visits.
• 18% was allocated to Facebook giveaway sponsorships.

There were two reasons for the lower budget allocation for Facebook giveaways::

1. Although giveaways are effective for attracting followers, they do not always guarantee long-term follower growth.
2. Based on previous experience, Facebook giveaways often generate strong organic reach, allowing us to optimize the budget more effectively.

Meanwhile, 25% of the budget was allocated to Instagram giveaways because advertising costs are generally higher on Instagram, and users on the platform are typically more difficult for brands to engage organically.

Post Engagement Results

Facebook sponsored giveaways:

• 5,089 engagements
• Average CTR: 9.15%
• 6,936 clicks
• 297 shares of sponsored content

Instagram Sponsored Giveaways:

• 3,533 reactions
• 770 comments
• 150 saves

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RESULTS AND INSIGHTS

Facebook:
Compared to the previous period, during the campaign we achieved:

• Over 2,000 new page followers
• Retention of a significant portion of those followers after the campaign
• More than 1,000% growth in page visits
• Over 80% increase in unique users reached

Instagram
We achieved:

• Over 550 new followers
• More than 2,000 profile visits
• 155.4% increase in reached users

WHAT THE CLIENT SAID ABOUT US

“Xplora Agency works dedicatedly on the Wash&Go Bulgaria brand. The brand maintains two social media channels — Facebook and Instagram — both fully managed by the agency. Wash&Go already has extremely high brand awareness in the Bulgarian market, which makes the task of continuously creating fresh and engaging content even more challenging.

 

I have been working with the agency for a year and I am extremely impressed and satisfied with our collaboration. They understand the brand perfectly and create exactly the type of content we were looking for.

 

When we reviewed Wash&Go’s social media presence, we noticed that the excellent content was not reaching a large enough audience. I assigned them the Wash&Go Page Likes Campaign project, and within a short time we received a professional gamification-based proposal. The creative assets, mechanics, and communication matched both the brand and its audience perfectly. The campaign results were impressive.”