How to launch a merchandise competition on Facebook

by Sarah

Everyone has seen the giveaway posts on Facebook. They're fun and exciting! Who doesn't want to win something by just liking & sharing a post? A lot of companies are participating in the giveaways to attract more business and brand awareness, but how can your brand organize this in a strategic way? This post explains the six-step process. 

Millions likes by a Facebook Giveaway
Everyone likes to win a present, don't they? Organize a successful giveaway by yourself, and make sure that thousands of people will join your giveaway. Make it go viral!

Yes, I want to organize a Facebook giveaway and get a lot of likes. But… How do I start?

In only 6 steps you can create a booming giveaway.

With this practical roadmap, your Facebook giveaway is guaranteed to succeed. However, there are crucial steps that you can follow to organize your own giveaway.

This blogpost is based on the giveaway of the clothing brand ‘Amorie’. This brand is an example of a successful giveaway. Amorie started with an e-shop, and then she founded a pop-up store in Roeselare (Belgium) which turned into a permanent store thanks to the success of her giveaway.

Are you settled down nicely with a fresh cup of coffee? All right, let’s go! 


You’ll find how to determine your goals and target audience.

What do you want to achieve with your giveaway on Facebook? From experience we know that clothing brands organize a giveaway to acquire more likes, followers and brand awareness. This is effective. A giveaway is the ideal way to let your brand grow for free. As a brand, you have to decide exactly what do you want to achieve with your giveaway. How many likes, followers,… you want to get? It ‘s important to measure this afterwards and interpret the numbers, but we'll get back to that in step 6.

Determining the right audience is crucial. You can use the platform you're on to decide what your target group is. For example; check out who would like your giveaway: are they young people or a somewhat older audience? After you determine this, you can decline the right communication strategy. Also, find out if your target audience on Facebook. Research shows that a lot of brands are on Facebook, but your goal probably is to reach individual people. So make sure your focus is right from the start.


What’s the right time to launch my giveaway? How can people win or what’s exactly the content? Welcome to step 2.

Pick a relevant giveaway. Keep the season, your best selling products and your target audience in mind. Make sure there is a link to your organization. And most importantly, the price should match the fans' efforts. 

Statistics show that people are more inclined to participate in a giveaway when multiple prizes are offered. That way, they estimate there's a higher chance to win.

This is also what Amorie did: she offered to give away a sweater and a T-shirt. 

When do I launch my giveaway on Facebook? It’s important to place your giveaway at the right time of the day. In general, research indicates that the best time to launch your giveaway is between 17.00-20.00 during the work week and between 13.00-16.00 on weekends. But beware, these time frames might not be when your specific target audience is active. Take a look at your Facebook statistics to figure out when the audience you need is online.

Have you ever heard of critical mass? It’s necessary to achieve a lot of likes within a given time to avoid getting drowned in the timeline. That way, not-likers also get in touch with your giveaway.

Fact of the day:
Did you know that’s not clever to launch a giveaway at peak moments like 12.00? Many friends and companies are posting that time. Chances are slim that people will see your post.

It’s better to post your giveaway between 16.00-20.00, when people have time to be active on Facebook. The duration of their activity is important, at noon, people are mostly just scrolling quickly.

Consider what your customers should do to win your giveaway. Don’t ask too much of your fans, if everyone needs to like, share and give a comment… A lot of potential participants will pull out. Ask a maximum of 2 things: like & share, or tag & share, or,… You can also use a different approach, for example let people place their favorite song in a comment, an inspirational quote, a cool picture of themselves etc.



How should my post look? Step 3 tells you everything about it.

By a giveaway belongs the perfect picture. The photo is crucial and makes that your giveaway becomes very popular.

Tip: How to take a good picture? Discover it in the following article.
→ 10 tips for the most beautiful pictures

A good product to give away and a great picture to go along with it are nice start. The next step is the perfect text. You have to convince people to participate in a few sentences. Let's take Amorie as an example again. She choose to give away a best-selling article of hers. 

In the first sentence you read what you can win. In the 2nd sentence you will find out how to win this sweater or T-shirt. Finally, she wishes everyone a lot of success and let them know when the winner would be announced.

Please note: DO NOT write sentences that are open to interpretation.


  • Share this post with your friends and win…
  • Like my page and win…

When your followers read this, they might think that they are automatically getting a price for sharing or liking. In actuality, you mean that they only have a chance to win.

So you formulate it better:

  • Share this post with your friends and maybe win…
  • Like my page and get a chance at winning… 


Time for the real work, but how should I do this? Step 4 knows everything about it.

Now you have decided on everything important: what’s your giveaway, when, in what way, etc, it’s time to post your giveaway. Please be careful to not exceed the rules of Facebook. For example: you may not launch a giveaway from your own profile but it must be done through your company’s page.

Finally it’s time… You’re ready! Post your giveaway online! Good Luck!

When your giveaway is online, check if people respond to it. Are there a lot of likes & shares? Finally, it’s very important to encourage interaction. When people respond in comments, answer quickly & friendly! This shows that you are engaged with your giveaway. 



The end is nearby… In step 5 you’ll discover the possibilities to choose your winner and thank your participants.

When your giveaway ends, it’s time to choose your winner. There are several possibilities to select the winner; via an app, the lucky one, etc.

An example is the app; ‘Fanpagekarma’, this is an user friendly and free app. When you click on the link you will find the website. Place the URL of your giveaway in the frame and hit the green button ‘identify winner’, your winner will appear. Now, you know who the winner is. It’s time to make it public. Let’s take the example of Amorie.

First, it’s necessary to thank all your participants for their dedication. Then you can announce the winner and make clear where they can pick up their gift. Oh yeah, there are no losers! You can choose to inform the participants that they can buy the giveaway, online or in the shop. Except when you used an exclusive of limited edition gift.



And at least, evaluate your giveaway!

Now, your giveaway is over… Evaluate if the desired result has been achieved. You can check this in the Facebook tab; overview, statistics. There you can consult the graphs that show the changes.

Will you become an expert in social media? After reading this blogpost, we're sure you're on the right path! 

Interesting to read:

Do you have questions about organizing a giveaway? Don’t hesitate to contact our team! We are happy to help you 🙂

Good Luck, you can do this!

Topics:StrategyE-CommerceSocial Media

About Merchandise Essentials

In 2015 Merchandise Essentials consisted out of two young guys with big dreams. Working out of their parents’ living room they started turning those dreams into goals.

The living room became a 600m2 office space with a showroom. The two man team turned into a workforce of more than 30 young and talented individuals who are now designing and producing merchandise for brands and businesses in 43 countries.


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