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 community on social media? 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 the key tactics that made the campaign successful, the most effective marketing approaches, and how the audience reacted to the different formats. And in the end, you will discover the biggest lesson from Wash&Go’s strategy – why followers didn’t just like the brand, but started actively interacting with it! 🚀

Who are Wash&Go? – more about the client

Wash&Go offers quality hair care products, becoming a brand suitable for the whole family. Wash&Go products are inspired by the power of natural ingredients and are designed to cleanse and treat all hair types, leaving it extremely fresh, light and voluminous.

WHAT WAS THE ASSIGNMENT?

We received an assignment from the client for a Page Likes campaign on Facebook and Instagram, with which to increase the brand’s followers in order to increase brand awareness. Of course, we also had to think about how to retain new users in the long term through interesting and diverse content – that’s what we do best!

CAMPAIGN APPROACH

After discussing the assignment from the client and the possible options for action, we decided to combine creativity and performance in an effective marketing approach.

For the purpose of the campaign, we made a total of 6 giveaway activations in a period of 3 months, with which to strengthen interest in the brand and to support its positioning as reliable and engaging. We launched a Page Likes campaign on Facebook and a campaign to increase profile visits on Instagram, targeting users who would be most likely to interact with the brand’s pages.

THE CREATIVE IDEA

Gamification is a marketing tactic that has proven its success over the years. We create them in order to put the user at the center of attention, while motivating them to perform the action desired by the brand and, of course, subsequently be rewarded for it.

We started by creating 6 mini-games corresponding to the brand’s theme, its values and tone of voice. We used colorful and gentle visuals to adhere to the identity of Wash&Go. In the copy, we tried to be brief, accurate and clear.

As for the prizes, one part of the lucky ones got a set of 3 Wash&Go shampoos, and the other – a set of shampoo and mask from the Wash&Go Superfood series.

Let’s now take a look at the games on Facebook.

The mechanics we used in the first game give the audience the freedom to engage in their own way. We mean that there is no right answer here and the comments will come from the users’ own opinion.

In the second game, we relied on a mechanic that will encourage people to feel the giveaway more personally and therefore will have more motivation to participate. This is because they will win a prize that is related to the real needs of their hair.

In the last game, we included an approach with which we encourage the audience to tag their friend in the comments. Here we can notice that the brand and its products are no longer at the center of the game, but rather we turn to the users and make a thematic reference to the upcoming end of 2023. Tagging another user also helps for the organic distribution of the game.

And here are our games for Instagram:

In the first game, we aim to keep the audience’s attention for a longer time, as in the copy of the publication we have asked questions that users must answer. In this way, we build a relationship with them and make them share something about their own preferences.

The next game allows us to show the audience that we are stepping into their shoes and understand their daily problems. This shortens the distance between brand and consumer.

In the last sixth giveaway, we can notice that the brand is again placed more contextually and the situation we paid attention to is Christmas. In fact, here we have left emoticons that resemble specific Christmas movies and we want to encourage the audience to recognize them. This is also a very good approach for longer engagement, as the audience would stop to think about the image, and only then would comment.

The overall results we achieved organically and through sponsoring the games were impressive. Engagement was high in each of them, which leads us to the conclusion that we were asking the right questions to the right audience.

In Facebook we generated values from:

• over 4100 likes on game posts
• over 3500 comments for participation
• 740 shares of the games in users’ personal profiles

In Instagram we achieved success from:

• 4286 likes on posts
• 1830 comments for participation

• 210 saves

But the best news is actually that after the end of the campaign, users maintained the high level of engagement with Wash&Go profiles! The content that we published on an ongoing level has been recognized as useful and interesting enough by the audience to remain loyal to the brand.

PERFORMANCE SOLUTION

To achieve the strategic goals, we allocated the budget with particular attention to the different platforms, allocating 32% to campaigns to increase page likes on Facebook. This decision was dictated by the platform’s ability to optimize for the action we wanted from users – Page Likes.

We invested 25% in Instagram to increase profile visits. For the gamification we organized on Facebook, we allocated 18% of the total budget, and the reasons for allocating a lower budget for the gamification on Facebook are two:

1. Our goal is to increase the followers of the page and we know from experience that games are a good tool for this purpose, but they do not necessarily guarantee us an increase in followers.
2. Also, our observations in similar activations show that Facebook games manage to attract a large number of users organically. This further helped us to properly allocate the budget so that it would benefit the goals of the campaign.

25% of the budget was allocated for Instagram games, as advertising is more expensive on this platform, and an important factor is that the behavior of users on Instagram is different and they are more difficult to engage with the content of brands. That is why we directed most of the budget for sponsorship in this social network.

Post engagement

From the sponsoring (paid results) of the games on Facebook, we report a total of 5089 engagements and an average CTR of 9.15% and a total of 6936 clicks, as well as 297 shares of the sponsored content.

From the sponsoring of the games on Instagram, we report 3533 reactions, 770 comments and 150 saves of the content.

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RESULTS

Insights from the page:
Results and comparison – followers

For the period of the campaign (compared to the previous period), we report an increase in followers on the Facebook page of over 2000 new people, and a large part of them have been retained afterwards. We are seeing an increase in page visits of over 1000%, as well as an increase in reached unique users of over 80%.

For Instagram, we report over 550 new followers, over 2000 profile visits, as well as an increase in reached users of 155.4%.

Here’s What the Client Said about Us

Xplora Agency works dedicatedly for the Wash&Go Bulgaria brand. The brand has two social media channels – Facebook & Instagram, which are fully maintained by the agency. The brand has extremely high awareness on the Bulgarian market, and therefore the Xplora team is tasked with the difficult task of creating content and resources to communicate the brand.

 

I have been working with the agency for a year and I am extremely impressed and satisfied with my work with them. They know the brand perfectly and create the exact content we were looking for.

 

When we reviewed Wash&Go’s social media pages, we saw that the excellent content was not reaching a large audience. I assigned them the Wash&Go Page Likes Campaign project and within a short time I received a professional proposal based on gamification. The resources, game mechanics and communication matched the brand and its audience perfectly. The results of the campaign were impressive.