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Social Media Strategist & Content Creator

I'M Veronica

the 400k giveaway campaign

The 400K Giveaway was a celebratory campaign I planned, directed, and executed for ResortPass, a platform that offers luxury hotel day experiences across the U.S. and Caribbean.

Timed to coincide with the brand reaching 400,000 Instagram followers, the campaign aimed to re-engage the existing audience and attract new users ahead of peak summer travel season.

Building on a previously successful giveaway format, the campaign paired a high-value prize package with seasonally relevant messaging to maximize participation.

By tapping into the excitement of summer and celebrating a major brand milestone, ResortPass used this moment to drive organic follower growth, engagement, and increased visibility.

All without paid promotion.

campaign Insights

We used the milestone of reaching 400K followers to create a sense of celebration and urgency, encouraging both new and existing followers to engage. The campaign featured a high-value prize awarded to four winners, each receiving a ResortPass Summer Kit and a $400 gift card.

Timed to launch over Memorial Day weekend, historically ResortPass’s biggest weekend of the year and widely considered the official start of summer, the campaign was strategically positioned to align with peak seasonal excitement. We combined simple entry mechanics, playful branded visuals, and viral-sharing tactics like tagging and story resharing to drive organic reach and maximize participation.

THE Strategy

The giveaway ran from May 23 to May 30, strategically timed around Memorial Day weekend to align with the start of summer and peak interest in daycations.

I planned and directed the creative, guiding our content team to one of our hotel partners with a detailed shot list and filming instructions. I then edited the final asset for the feed post, produced supporting Stories, and wrote all campaign copy optimized for clarity and shareability.

To encourage participation, I used a simple CTA structure: follow, like, tag, and share. I monitored comments and engagement throughout the campaign, resharing user Stories and reposts to build momentum and maintain visibility.

After the giveaway, I compiled performance data into a visual recap, highlighting entry volume, follower growth, and key learnings for future campaigns. The entire campaign was executed organically with no paid media support.

THE EXECUTION

We combined simple entry mechanics, playful branded visuals, and viral-sharing tactics to drive organic reach and maximize participation. I planned and directed the creative, guided our team to capture content on-site, and edited the final asset and Stories myself.

Turning Strategy Into
Scroll-Stopping Content

The response was immediate and exceeded expectations.

The campaign created a wave of shares, and tags, pulling in new followers while rewarding our existing community. We focused on several KPIs: follower growth, total interactions, and entry volume, all organic.

The campaign achieved standout results:

  • +12,000 new Instagram followers in one week
  • 4,145 total entries
  • 6,159 interactions across likes, comments, and shares
  • Outperformed all previous ResortPass giveaways with 3x more entries,
    25x more engagement, and 48% more follower growth than our previous highest performing solo campaign

Executed entirely without paid spend, this campaign proved the power of well-timed, community-driven content paired with a clear and compelling value exchange.

Results