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Wilson Zimmerman, co-owner of Valley Structures, wanted to start the year strong and attract as many new customers as possible to their refreshed website.
Together, we decided to give away something big on social media—a garden house shed.
Here’s how our social media management team executed a strategy that not only drove traffic to the new site but boosted awareness of their growing product offerings and increased engagement across their Facebook and Instagram channels.
Since launching their current website in 2019, Valley Structures had significantly expanded its product line beyond sheds—now offering greenhouses, pavilions, chicken coops, horse barns, outdoor furniture and more.
Then, in 2024, Valley Structures added an online 3D Shed Builder tool, followed by Estland’s team overhauling the website content, design and shopping experience for customers.
The goal of the giveaway was to attract as many new customers as possible to the new website.
When it comes to social media giveaways, the first decision you have to make is: Where will people enter for a chance to win? The website or directly on social media?
Our goal was to drive traffic to the website, so we went with option 2 to keep things clean, measurable and purposeful. We also decided users could enter daily, encouraging return visits and more browsing opportunities.
The campaign leveraged organic social media, Meta ads, the website, word of mouth and in-person conversations at the sales lots.
We set a 3-week timeline to create urgency and mapped out the campaign strategy to generate momentum from day one, including:
Every asset of the giveaway campaign aligned with Valley Structures’ branding and told a consistent story. The messaging was clear and relatable, centered on solving a common problem: clearing the clutter.
The landing page, pop-up ads and graphics were designed to be evergreen. If Valley Structures runs another giveaway, we can simply swap in a new shed or structure, making future campaigns more cost-effective to launch for this local business.
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But here’s the thing: social media giveaways don’t always work. Just putting a post out there with a flashy prize doesn’t guarantee results.
As Valley Structures’ marketing partner since 2019, Estland was able to plan, design and launch every part of this campaign in a few weeks and deliver the following results:
When you bring your branding, web, design and digital strategy under one roof, big things happen—quickly and cohesively.