Case: Blogger 2.2 million

Chapter 1: Goals and Objectives

Given: Instagram @alex_brain

• On average, 100-200 comments on blogger's posts
• From 0 to 5 comments on brand posts

Goals:

1. Motivate to make Reels reposts
2. Improve the conversion of advertising from a blogger
3. Increase your Instagram activity

Chapter 2: Preparing for the game

• Sasha ordered full support from us at all stages.
• Therefore, we have carefully analyzed all its content.
• Based on the goals, it became clear that it is best to run the game for a long time.
• So that it is not a one-time, but a constant activity from the audience.
• Next, we came up with a gamification strategy based on the content plan a blogger. And calculated the math of the game
• For the first 2-3 days, everything had to be based on the excitement of new activity
• And only on 3-4 days the first winners should appear
• The blogger decided to make the iPhone 15 one of the main gifts
• And there was a task so that it would not be won on the second day. At the same time, so that the game She was as honest and transparent as possible.
• This is how the “Phased Wheel of Fortune” was born

Chapter 3: Basic Mechanics

• The “point system” and “wheel of fortune” were taken as the basis
• That is, people earned points for comments in posts, Reels, Stories, Airwaves and reposts with marks.
• And when they scored 150 points, they received a message in direct with a button for scroll wheel.
• Because we have an honest counting system and there is a chance that the first a gift can include both a checklist and an iPhone - we decided to do 3 stages.
• The first stage is the cost of scrolling 150 points. You can win checklists, a zoom meeting, a certificate for Kisa products, home appliances from the sponsor Bork and small cash prizes.
• The second stage is in a couple of weeks. The number of gifts is being replenished, more equipment from the sponsor is added, certificates in the golden apple. And the cost of scrolling increases to 200 points.
• The third stage is a month later. This is where the iPhone 15 already appears, as well as other gifts from sponsors and partners who want to make themselves known on an audience of millions. And the cost of scrolling increases to 500 points.
• In this way, we maintain the integrity and transparency of the game, while we control the loss of expensive gifts and the interest of the audience.

Chapter 4: Warming up to the game

Initially, Sasha conducted an audience survey. And I found out what kind of things people are We would like to see them as gifts for their activity. Based on this Stories has been released:

And in order for the announcement to be loud:

• Sasha rented a studio
• I collected all the gifts in one place
• I printed out the real Wheel of Fortune
• And she told me about the rules of participation:

Chapter 5: Audience response

The terms of the game were published in Reels (in the center)

And this Reels scored a record number of comments.

Other publications immediately followed

Number of comments on each post increased 3-5 times

Chapter 6: Advertising Effectiveness

Feature: Quest

• An advertisement is ordered from a blogger (Sasha)
• We generate a promo code for 30 points
• The advertiser (Petya) hides his fragments
• In your Posts/Reels/Stories
• The follower finds the code
• Enters it into the blogger's (Sasha's) direct
• Automatically receives +30 points

Result: This strategy provided additional motivation go to the advertised blog. And the effectiveness of advertising increased.

Feature: Shared posts

1. A blogger makes a joint post with an advertiser
2. Comments are collected from two blogs
3. And the advertiser gets a huge asset

Chapter 7: Subscribing to notifications

How did we motivate you to send notifications?

1. About the release of publications/Reels:

• Points were awarded for the first comments
• Within an hour after the Post/Reels
• The notification allowed you to leave them in time

2. About the release of live broadcasts:

• Points were awarded for comments on the airwaves
• Played whole scroll wheels

3. About the release of stories:

• Announcements of quests/games in Stories

Chapter 8: Reels Reposts and Marks

How do I motivate you to make Reels reposts?

Let a person understand that:

Reposts are the fastest way to earn points.

• For example, the cost of scrolling is 150 points.
• A Reels repost with a mark of 50 points

Are you afraid that these will be abused – enter restrictions:

Points are counted within 24 hours after the mark. You can not mark more often than once every 4 days.

As a result, 3125 marks were made during the game. And this is a huge amount of free traffic

Chapter 9: Points for Stories

Only 1 point was given for a comment in Stories.

But there could be 12 of them in a day, and more than 300 in a month

This mechanic has trained a person to respond to Stories

The blogger's coverage increased due to this

And the follower of the blogger's stories became the first