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

Overview

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: