{"id":7494,"date":"2020-05-12T05:32:35","date_gmt":"2020-05-12T05:32:35","guid":{"rendered":"https:\/\/vyper.ai\/blog\/?p=7494"},"modified":"2023-10-09T06:03:06","modified_gmt":"2023-10-09T06:03:06","slug":"referral-contest-case-study","status":"publish","type":"post","link":"https:\/\/vyper.ai\/blog\/referral-contest-case-study\/","title":{"rendered":"Case Study: Referral Contest – 57,873 new emails,\u00a07,035 app downloads, 27,920 social\u00a0followers & shares."},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.16″ background_color=”#000000″ background_image=”https:\/\/cdn.vyper.io\/4c4afb2f-9ea4-437f-b3c0-adc01a8f2be3\/” border_radii=”on|12px|12px|12px|12px” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_text_color=”#ffffff” text_line_height=”1.9em” header_font=”||||||||” header_line_height=”0.9em” inline_fonts=”Oswald” global_colors_info=”{}”]

REFERRAL CONTEST CASE STUDY<\/span><\/h1>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1.6em” text_orientation=”center” global_colors_info=”{}”]

See how this online learning & education company collected over 57,873 emails,\u00a07,035 app downloads and 27,920 social\u00a0engagements (followers & shares) running a referral contest.<\/span><\/p>\n

Replicate this campaign and similar results for your business!<\/span><\/p>[\/et_pb_text][et_pb_button button_url=”https:\/\/vyper.io\/?utm_source=waiakea-case-study” button_text=”Create a contest” button_alignment=”center” _builder_version=”4.16″ button_text_size=”15px” button_font=”||||||||” background_layout=”dark” custom_margin=”40px||” custom_padding=”17px|43px|17px|43px|true|true” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_padding=”||60px|||” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ inline_fonts=”Roboto Condensed” global_colors_info=”{}”]

TABLE OF CONTENTS<\/strong><\/span><\/h4>[\/et_pb_text][et_pb_text _builder_version=”4.16″ custom_margin=”|||40px” custom_padding=”||0px|||” global_colors_info=”{}”]
    \n
  1. The Campaign Goal<\/a><\/li>\n
  2. About Testbook<\/a><\/li>\n
  3. How to Build a Referral Contest<\/a><\/li>\n
  4. Building the Contest<\/a><\/li>\n
  5. Marketing the Contest<\/a><\/li>\n
  6. The Contest Results<\/a><\/li>\n
  7. Converting Your Leads<\/a><\/li>\n
  8. Key Takeaways and Learnings<\/a><\/li>\n<\/ol>[\/et_pb_text][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]

    Testbook is a\u00a0platform for the complete preparation of 100+ government exams. They focus on education and test-taking.<\/p>\n

    It’s not easy building a massive database of courses and practice tests. That amount of content takes a long time to put together.<\/p>\n

    What takes just as long is building the email list, traffic, social following, and audience to pay and consume all that content.<\/p>\n

    That’s where referral marketing comes in. Once you have students taking courses and doing test exams, they are bound to know others in need of this service.<\/p>\n

    This case study will show you how Testbook generated over 57k emails (28,944 of them being referrals).<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1em” header_font=”||||||||” header_line_height=”1.3em” background_color=”#fafafa” custom_margin=”||40px” custom_padding=”40px|40px|40px|40px|true|true” border_radii=”on|6px|6px|6px|6px” border_width_all=”1px” border_color_all=”#dddddd” box_shadow_style=”preset2″ box_shadow_blur=”8px” box_shadow_color=”rgba(0,0,0,0.02)” inline_fonts=”Open Sans Condensed” global_colors_info=”{}”]

    \"\"<\/a><\/p>\n

    CAMPAIGN REACH<\/strong><\/span><\/p>\n

    Reached over 325,007<\/strong><\/span>\u00a0pageviews<\/span><\/p>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1em” header_font=”||||||||” header_line_height=”1.2em” background_color=”#fafafa” custom_margin=”||40px” custom_padding=”40px|40px|40px|40px|true|true” border_radii=”on|6px|6px|6px|6px” border_width_all=”1px” border_color_all=”#dddddd” box_shadow_style=”preset2″ box_shadow_blur=”8px” box_shadow_color=”rgba(0,0,0,0.02)” inline_fonts=”Open Sans Condensed” global_colors_info=”{}”]

    \"\"<\/a><\/p>\n

    REFERRAL RATER<\/strong><\/span><\/p>\n

    50%<\/strong>\u00a0of participants referred 1+ person<\/span><\/p>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1em” header_font=”||||||||” header_line_height=”1.3em” background_color=”#fafafa” custom_margin=”||40px” custom_padding=”40px|40px|40px|40px|true|true” border_radii=”on|6px|6px|6px|6px” border_width_all=”1px” border_color_all=”#dddddd” box_shadow_style=”preset2″ box_shadow_blur=”8px” box_shadow_color=”rgba(0,0,0,0.02)” inline_fonts=”Open Sans Condensed” global_colors_info=”{}”]

    \"\"<\/a><\/p>\n

    CONVERSION RATE<\/strong><\/span><\/p>\n

    The landing page converted at 18%<\/strong><\/span><\/p>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1em” header_font=”||||||||” header_line_height=”1.3em” background_color=”#fafafa” custom_margin=”||” custom_padding=”40px|40px|40px|40px|true|true” border_radii=”on|6px|6px|6px|6px” border_width_all=”1px” border_color_all=”#dddddd” box_shadow_style=”preset2″ box_shadow_blur=”8px” box_shadow_color=”rgba(0,0,0,0.02)” inline_fonts=”Open Sans Condensed” global_colors_info=”{}”]

    \"\"<\/a><\/p>\n

    EMAIL LEADS<\/strong><\/span><\/p>\n

    Generated 57,873<\/strong>\u00a0new email leads<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”1%|1%|1%|1%|true|true” custom_padding=”1%|1%|1%|1%|true|true” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/cdn.vyper.io\/e95a3da6-0d34-4d8b-8899-674efa6bf386\/” alt=”referral contest case study testbook.png” title_text=”referral contest case study testbook.png” align=”center” _builder_version=”4.16″ border_radii=”on|12px|12px|12px|12px” box_shadow_style=”preset2″ box_shadow_vertical=”20px” box_shadow_blur=”28px” box_shadow_spread=”-8px” box_shadow_color=”rgba(0,0,0,0.22)” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text module_id=”campaign-goal” _builder_version=”4.16″ inline_fonts=”Oswald” global_colors_info=”{}”]

    THE CAMPAIGN GOAL<\/span><\/strong><\/h1>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” width=”90%” module_alignment=”center” text_text_align=”left” global_colors_info=”{}”]

    The goal was to generate as much social buzz as possible and bring some excitement into the Testbook learning community. It would also help bring awareness to their new payment plan, which was being introduced to give back to the community.<\/p>\n

    A lot of Testbook’s success can be attributed to the community they build around their product. These communities and audiences do not come from anywhere. It takes time hard work and time to build, but one of the fastest ways is to leverage referral marketing through contests.<\/p>\n

    Testbook solves a great pain point of helping people pass tests. They go well beyond that with additional services like courses, quizzes, live coaching, and practice tests.<\/p>\n

    None of this product expansion would be possible without a passionate audience to consume the content. So an expanding community is vital to their growth.\u00a0<\/p>\n

    By building their social following, email list, and app downloads. They are able to funnel more people into their products and continue to grow. The audience and community is a key part of their company.<\/p>\n

    Using a referral contest can be an excellent seed campaign to get your audience started if you are just starting out. Just look for companies like Testbook to partner with \ud83d\ude09<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”1%|1%|1%|1%|true|true” custom_padding=”1%|1%|1%|1%|true|true” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/cdn.vyper.io\/03bbc7a4-121f-4d24-b2d1-505a4ac7548b\/” alt=”referral contest youtube.png” title_text=”referral contest youtube.png” align=”center” _builder_version=”4.16″ border_radii=”on|12px|12px|12px|12px” border_color_all=”#cf0c5a” border_style_all=”dashed” box_shadow_style=”preset2″ box_shadow_vertical=”20px” box_shadow_blur=”28px” box_shadow_spread=”-8px” box_shadow_color=”rgba(0,0,0,0.22)” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text module_id=”about-the-brand” _builder_version=”4.16″ inline_fonts=”Oswald” global_colors_info=”{}”]

    ABOUT THE BRAND<\/span><\/h1>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” width=”90%” module_alignment=”center” text_text_align=”left” global_colors_info=”{}”]

    Testbook.com is a personalized learning and assessment platform providing a full-stack portal to prepare for employment from anywhere in the country.<\/p>\n

    The EdTech platform provides live coaching, online Courses, mock tests, and doubt solving support that ensures 360 degrees learning at one place for the students preparing for public sector jobs & respective tests.<\/p>\n

    Testbook’s target audience<\/strong><\/span><\/p>\n

    A referral contest needs to attract the right people so that those people can refer others like themselves. Lucky for Testbook, that their audience is quite engaged and learning is a product that is relevant to a lot of people.<\/p>\n

    The training they offer is giving access to those who might not have schooling opportunities. They have classes in Banking & Insurance, SSC & Railways, Engineering, Teaching, Defence & Police, Civil Services, and State Exam industries.<\/p>\n

    Marketing tactics they employ<\/strong><\/p>\n

    1.\u00a0<\/b>Leverage their current community using gamification through a contest.<\/span><\/p>\n

    2. Utilized their current video channels like TikTok and YouTube to get more sign-ups and social reach. Double down on what works!<\/p>\n

    3. Partnered with influencers on Instagram and TikTok to share and promote the campaign, which generated a lot of referral sign-ups.<\/p>\n

    Influencer marketing tip<\/b><\/h4>\n

    Sending influencers free content in exchange for content (images and videos) is a good trade-off. Make sure that you get the influencers posting the content to social and sending you the original files for advertising material.<\/p>\n

    Another way to get user-generated content is to include it as a bonus action in your contest.<\/p>\n

    For example:<\/strong><\/p>\n