You must be thinking to yourself, where it the link between gambling and love? And you're right, it's a bit of a stretch. 

Now, if I told you, the customers are highly engaged, would that make more sense? 

The challenge

Grow the audience on Instagram. We had a hugely engaged audience on Facebook (300+ comments per post). Instagram was a slow burner. There was always that question. 

How do we grow Instagram? 

We're in a regulated industry; you need to be over 18 to see our profile. The odds really were against us. 

The idea

We were approaching Valentine's Day, a lot of work leaned on topical events. So the idea of a Valentine's Day treasure hunt was born.  

How did it work?

Participants would collect clues from various posts and channels. i.e one post from FB, the next on IG and vice versa. 

I had a strong working relationship with the production team who did the weekly live Facebook show, Blank It To Win It, and they were always open to new ideas. With the backing of JPJ’s Head of Brand, we set the plan in motion.

Execution

Throughout the week, community members had the chance to win small prizes, with a grand prize of a £50 voucher for the final winner.

Here’s how it worked:

Day 0: A teaser during the Blank It To Win It live Facebook show hinted at the upcoming treasure hunt.

Day 1: A Facebook post went live, providing the first clue and a hint for when the next one would appear.

Day 3: The second clue was revealed on the website by the chat host, who also teased the location of the next clue.

Day 5: The third clue went live on Instagram, driving cross-platform engagement.

Day 6: The final post was shared, asking participants to comment with the missing words in order to enter the competition.

Day 7: The winner was announced live during the Blank It To Win It show on Facebook.

Results:

 We did set out what we intended to do. We increased followers by 37. Yes, this may seem small; however, we're talking about someone taking an action after being driven to the Instagram page twice in one week. 

What this did prove is that the audience was open to following the brand on another channel and that there was scope to develop this further. 

To me, a huge win!