[et_pb_section fb_built=”1″ admin_label=”header” _builder_version=”4.16″ _module_preset=”cf5f917f-0b26-49c1-adba-56cc9ee7e3a2″ collapsed=”off” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ _module_preset=”default” background_enable_color=”off” background_enable_image=”off” z_index=”2″ width=”100%” max_width=”100%” custom_margin=”-1px||0px||false|false” custom_padding=”35vh||||false|false” custom_padding_tablet=”25vh||0px||false|false” custom_padding_phone=”35vh||||false|false” pac_drh_column_numbers_phone=”pac_drh_phone_col_one” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”a0a38618-0677-4757-951e-e9d725bfb6f9″ pac_drh_add_staking_order_mob=”pac_drh_order_mob_one” global_colors_info=”{}” custom_css_main_element_last_edited=”off|phone” custom_css_main_element_phone=”width:20% !important;”][et_pb_text _builder_version=”4.22.2″ _module_preset=”3461ad60-125b-4690-8180-24c8309e04ac” text_font=”|800||on|||||” text_text_color=”#EC028A” text_font_size=”7vw” custom_padding=”||5vh||false|false” text_font_size_tablet=”7vw” text_font_size_phone=”10vw” text_font_size_last_edited=”on|phone” header_font_size_tablet=”” header_font_size_phone=”” header_font_size_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n
CASE STUDY<\/p>\n
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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\u2019s strategy \u2014 why followers didn\u2019t just like the brand, but started actively engaging with it. \ud83d\ude80<\/p>\n
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.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
The client approached us with the goal of running a Page Likes campaign on Facebook and Instagram to increase the brand\u2019s follower base and strengthen brand awareness. Naturally, we also had to think long term \u2014 how to retain these new users through interesting and diverse content. That\u2019s exactly what we do best.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
After discussing the client\u2019s objectives and possible approaches, we decided to combine creativity and performance into one effective marketing strategy.<\/p>\n
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\u2019s profiles.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
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.<\/p>\n
We started by developing six giveaways aligned with the brand\u2019s theme, values, and tone of voice. We used colorful yet soft visuals that reflected Wash&Go\u2019s identity, while keeping the copy concise, clear, and engaging.<\/p>\n
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.<\/p>\n
Facebook Giveaway Mechanics<\/strong> [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/WashandGo_Oct_10-1.png” title_text=”WashandGo_Oct_10 (1)” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n 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.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/WashandGo_Oct_08-1.png” title_text=”WashandGo_Oct_08 (1)” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n 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.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/WashandGo_Oct_12-1.png” title_text=”WashandGo_Oct_12 (1)” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Instagram Giveaway Mechanics<\/strong> [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/WashandGo_Oct_09-1.png” title_text=”WashandGo_Oct_09 (1)” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The next game demonstrated that we understand users\u2019 everyday problems and experiences, helping shorten the distance between the brand and its consumers.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/WashandGo_Oct_11-1.png” title_text=”WashandGo_Oct_11 (1)” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n 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.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/WashandGo_Oct_13-1.png” title_text=”WashandGo_Oct_13 (1)” _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Organic and Paid Performance Results<\/strong> Facebook results:<\/p>\n Instagram results:<\/p>\n The best part? Even after the campaign ended, users continued engaging actively with Wash&Go\u2019s profiles. The ongoing content strategy proved valuable and interesting enough to retain audience loyalty.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”\u041a\u0410\u041d\u0410\u041b\u0418\u0422\u0415, \u041d\u0410 \u041a\u041e\u0418\u0422\u041e \u0417\u0410\u041b\u041e\u0416\u0418\u0425\u041c\u0415” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To achieve the campaign\u2019s strategic goals, we allocated the budget carefully across the different platforms.<\/p>\n There were two reasons for the lower budget allocation for Facebook giveaways::<\/p>\n <\/p>\n 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.<\/p>\n Post Engagement Results<\/strong><\/p>\n Facebook sponsored giveaways:<\/p>\n Instagram Sponsored Giveaways:<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/wash1.png” title_text=”wash1″ _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/wash2.png” title_text=”wash2″ _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/wash3.png” title_text=”wash3″ _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/xplora.bg\/wp-content\/uploads\/2024\/04\/wash4.png” title_text=”wash4″ _builder_version=”4.22.2″ _module_preset=”default” max_width=”40%” max_width_tablet=”40%” max_width_phone=”100%” max_width_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”\u041f\u041b\u0410\u041d\u0418\u0420\u0410\u041d\u0415, \u0424\u041e\u0420\u041c\u0410\u0422\u0418, \u0422\u0410\u0419\u041c\u0418\u041d\u0413” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Facebook:<\/strong> Instagram<\/strong> <\/p>\n [\/et_pb_text][et_pb_text admin_label=”Text” module_class=”pa-bullet-list-1″ _builder_version=”4.27.4″ _module_preset=”dc69030d-3318-4fff-bb82-29d41dbd0428″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n \u201cXplora Agency works dedicatedly on the Wash&Go Bulgaria brand. The brand maintains two social media channels \u2014 Facebook and Instagram \u2014 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.<\/p>\n <\/p>\n 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.<\/p>\n <\/p>\n When we reviewed Wash&Go\u2019s 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.\u201d<\/p>\n<\/blockquote>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" In this Case Study of our client Wash&Go, you will learn more about \u27a4 What was the assignment \u2705 What approach did we choose \u2705 The results we achieved \u271a More<\/p>\n","protected":false},"author":1,"featured_media":371088,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"project_category":[80,15,81,19,85,20,42,86],"project_tag":[],"class_list":["post-370994","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-case-studies-en","project_category-case-studies","project_category-content-marketing-en","project_category-content-marketing","project_category-performance-marketing-and-advertising-en","project_category-performance-marketing-and-advertising","project_category-strategy","project_category-strategy-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/project\/370994","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/comments?post=370994"}],"version-history":[{"count":0,"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/project\/370994\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/media\/371088"}],"wp:attachment":[{"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/media?parent=370994"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/project_category?post=370994"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/xplora.bg\/en\/wp-json\/wp\/v2\/project_tag?post=370994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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.<\/p>\n
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.<\/p>\n
The overall results \u2014 both organic and paid \u2014 were impressive. Engagement levels remained consistently high across all activations, confirming that we were asking the right questions to the right audience.<\/p>\n\n
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PERFORMANCE STRATEGY<\/h2>\n
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Banners<\/h3>\n
RESULTS AND INSIGHTS<\/h2>\n
Compared to the previous period, during the campaign we achieved:<\/p>\n\n
We achieved:<\/p>\n\n
WHAT THE CLIENT SAID ABOUT US<\/h2>\n
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