Case Study: It’s a 10 Haircare $10K Giveaway


It’s a 10 Haircare is a female-owned professional haircare line offering exceptional multipurpose products. It began with a single product, Miracle Leave-In, which quickly rose to fame through pro hairstylists who shared the cult-favorite product with their clients. Today, its products are sold globally in more than 25,000 professional independent salons and 15,000 professional salon chains like Ulta and Regis.

National Love Your Hair Day Sweepstakes Campaign 

It’s a 10 Haircare approached See.Spark.Go to help plan and execute an exciting 10-day sweepstakes to celebrate its national holiday, National Love Your Hair Day. The sweepstakes was held on It’s a 10 Haircare’s social media channels, with 10 random winners selected to win $10,000 each at the campaign close. 

The primary goals for the campaign were lead generation — opting into the email list — and Instagram follower growth. In order to achieve these goals, we asked that each entrant 1) follow @itsa10haircare on Instagram and 2) fill out the entry form to share their email address. For additional entries, entrants could share the in-feed giveaway post to their Instagram Story once per day, which extended our organic reach on the initial giveaway post and drummed up more excitement throughout the giveaway period. 

To increase entries, we executed two paid campaigns with the objectives of 1) engagement and 2) lead generation, which concluded with an average cost per lead of $2.95 for their primary goal of new email subscribers. We also worked with It’s a 10 Haircare’s press team to amplify influencer content sharing about the giveaway.

At campaign close, we had generated the following results in a 10-day period: 

  • 1.6 million+ impressions garnered
  • 378,046 engagements generated
  • 12,919 net Instagram followers gained
  • 19,496 emails captured

Instagram Stories, the Remix

Instagram, LinkedIn and Pinterest seem to ask: Why reinvent the wheel? In the hamster wheel of wanting to be the one-stop-shop for their users, social media platforms don’t seem to hesitate in adapting and adjusting (read: copying) what’s working well in their competitors’ apps and adding it to their own. Instagram shamelessly added Stories to claim their share of the Snapchat disappearing content world, and they don’t seem to stop there. Pinterest joined the copycat fray recently, and we all know Facebook is king for throwing a new, familiar tool into its box.

Here are some recent examples:

🎥Instagram launched the all-new Reels in August, designed to compete with TikTok’s fun, short-form video. Because the videos appear to followers in a new dedicated Feed and on the Explore page, it’s a prime opportunity to engage current fans and reach new audiences. 

Check out how we’re using Reels for Your Pie Pizza.

📱LinkedIn is testing a Stories feature similar to Instagram and Facebook in Brazil, giving marketers the opportunity to reach B2B audiences with a form of content previously reserved for consumer audiences. 

📍Pinterest is also testing a Stories feature, but unlike other versions of Stories, these don’t disappear after 24 hours or have the option to swipe up to a link outside the platform. We’ve been able to test on a select number of accounts (see above!), and are excited for the day it — hopefully — rolls out widespread. 


Thor Industries Pinterest Stories