How Meshki’s Birkin Bag Competition Strikes Just the Right Chord?

Step onto Meshki’s website, and you’re greeted with a bold announcement:

“Manifesting a Birkin? Enter here.”

No, it’s not a gimmick. The luxury fashion brand is actually giving away a Hermès Birkin bag - a prize that starts at a staggering $20,000. 👜✨

But why does this incentive work so brilliantly for their audience?

Meshki understands its target demographic - women who appreciate the finer things in life, and few items embody exclusivity quite like a Birkin. This bag isn’t just about status; it’s an icon. The mix of eye-watering prices and near-impossible availability has turned it into a cultural phenomenon.

Knowing the allure of the Birkin, Meshki leveraged this prize to turbocharge their social following. As part of the contest, participants were invited to follow Meshki on Instagram and TikTok, engage with the contest post, and share it in their IG Stories for bonus entries.

The results?
Their Instagram contest Reel didn’t just perform - it blew up, amassing over 777K views, far exceeding their usual engagement rates. By generating a flurry of activity, Meshki didn’t just capture attention; they gained a goldmine of user data that can be retargeted for future campaigns.

Why it resonates so well with retention and engagement:

Here’s the real genius behind Meshki’s strategy - it’s not just about gaining followers for the short term. By tapping into an audience’s aspirations and offering a prize that’s aspirational, they’re nurturing a deeper connection. People love to associate themselves with brands that align with their values and dreams. For Meshki, it’s about weaving themselves into the lifestyle their customers aspire to.

From a retention perspective, contests like these are more than just buzz - they create a community. When participants engage with the brand, they’re not just entering for the prize; they’re investing time and interest in the brand itself. This kind of interaction deepens customer loyalty and creates a sense of belonging.

Retention through personalised touchpoints:

By using Instagram and TikTok as the main platforms for the contest, Meshki meets its audience where they already hang out. They’re not just running a contest; they’re creating a dialogue. With data gathered from new followers, Meshki can later use targeted content and personalised emails to keep the conversation going.

Imagine hitting your newly acquired followers with a follow-up campaign: “Didn’t win the Birkin? Here’s 15% off your next purchase - because we still want to treat you.” It’s about turning a one-time engagement into a long-term relationship.

Takeaway for brands looking to replicate this strategy:

The key here is alignment. Choose a prize that speaks directly to your audience’s desires. A giveaway isn’t just about numbers - it’s about attracting the right people who are genuinely interested in your brand. And once you’ve captured their attention, use personalised retention strategies to keep them engaged well beyond the contest.

The Birkin bag may be out of reach for most, but that’s what makes it the perfect incentive. It’s about the dream, the exclusivity, and the experience. And when you tap into those emotions, you’re not just driving engagement - you’re building loyalty. 💫