How to engage your audience

We use 3 main tools for promotion and engaging the audience.

• Prize draws
• Involving creators
• Co-authorship

Prize draws

Raffling off a pizza is the basics. We add more context, personalization and creativity. It helps attract the audience with whom we establish a long-term relationship.

Context. When we run simple prize draws to increase engagement, we don't just give pizza away. We try to create connection with a product or an infomercial and offer various different gifts.

For example, we gave away a pillow in the shape of Chiken Bomboni pizza and microphones because we had a track recorded for this launch.

And in February, we gave away coarse knitted blankets to keep our subscribers warm and make their homes cozier.

Creativity and personalization. We try to opt for creative competition rather than simple giveaways of the subscribe + like = pizza type. That's how we attract users who are not chasing easy trophies and are willing to spend their time participating and getting engaged in the competition.

These prize draws have a smaller audience reach, but people are more likely to linger and not unsubscribe right after the results are announced.

For example, we asked people to share a story about their favourite New Year's Eve memory. You had to be creative to win and tell a story that other people would enjoy. The winner was the author of the story with the most number of likes.

For the prize draws to be successful, we must meet two important conditions.

Use no more than 2 simple conditions for participation. Write briefly and clearly: what is required from users, what gifts are drawn, how many winners there will be, how we'll determine them, and when we are going to publish the entry with the prize draw results.

Involve advertising. A prize draw without advertising is a waste of prizes. Be sure to warm up the users by targeting the audience who are not yet subscribed to the community.

Involving creators

We engage various creators to make unique content and merchandise for drawings. We make social videos that emphasize our positioning and convey our values. Here is a social video where we asked passersby to tell us about their dearest memory in 2022.

Co-authorship

Instagram has a feature called co-posting. It allows you to publish the same post in two accounts simultaneously and reach a larger audience.

When you make a post, you can reach out to another user to become your co-writer. Once the post is published, the guest contributor is asked to publish it on their page as well. When they accept it, the post appears not only on your profile, but also on the co-writer's profile.

This feature increases audience reach because it includes the other account's target audience. If the audiences are similar, the co-author's audience may be interested in your content.

Such collaborations can also be used to get in on recommendations.

For collaborations, we choose authors who match our positioning.

Here the focus is on family values and sincerity and it’s a good match with the Dodo brand.

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