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Valley Structures
Social Media Giveaway
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.
the goal
Drive Traffic to Valley Structures’ Website
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?
- Option 1: Enter directly on social media
- Pro: Quick and easy for entrants, and by asking for likes, follows, shares and comments to enter, you increase followers, reach and impressions on your social channels.
- Con: Doesn’t guarantee traffic to the website because entrants can stay on social media. It also opens the door to scammers, bots and out-of-service-area entries. Plus, you can’t (safely) collect private contact information like phone numbers and emails.
- Option 2: Enter on the website
- Pro: Drives all traffic to the website, where you can get better tracking and gather valuable contact information.
- Con: Slightly more effort for the user, potentially resulting in fewer entrants overall.
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 strategy
Rules, Timing, Budget & Deliverables
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:
- A landing webpage with an entry form
- A homepage pop-up ad
- Official rules to protect both the client and entrants
- Custom photography and videography of the shed
- Meta (Facebook/Instagram) Ad campaign
- Organic social media content creation
- Custom UTM parameters for precise lead tracking in GA4
the look
A Cohesive Campaign
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.
a bonus
Templates to Use Again & Again
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.
Read More
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.
Kaitlin Pomerleau, Content Marketing Director, Estland
the results
Mission Accomplished
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:
- 42,017% increase in form submissions YOY
- 181,000+ website page views during the giveaway period
- 51,000+ unique giveaway entrants
- 67,000+ Meta ad impressions
When you bring your branding, web, design and digital strategy under one roof, big things happen—quickly and cohesively.
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