Objective
Engage loyal customers and teach a memorable brand fact
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Free planning resourceBuilt for Shopify merchants
Brand knowledge giveaway template
Celebrate loyal customers with a fair question that does not exclude newer prospects from participating.
- Practical examples
- Implementation checklist
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Ready-to-use template
Campaign blueprint
Start with the complete working structure, then adjust the language, timing, and incentive to fit your customers and brand.
Best used when
Your team has a specific decision or growth objective and needs a focused artifact to move from planning to launch.
Audience
Your email list, your followers, and repeat buyers, the people with a reason to care where you came from. Cold paid traffic is the wrong place for it: a stranger has no reason to go looking up your founding year.
Recommended duration
7 days, anchored to an anniversary or a milestone
What to measure
Entries from people not already on your list, alongside the correct-answer rate on a question whose answer you published
Prize ideas
- a customer-favourite archive bundle
- A focused product bundle for the same customer need
- Store credit paired with a bestselling product
Entry design
Primary action
Answer a question
Bonus actions
Enter with emailRefer a friend
Campaign timeline
- 1Pick the moment: an anniversary, a thousandth order, or the week a founding product comes back
- 2Day 1: send the story to your list with the question and the link that answers it
- 3Midpoint: post the same question on social with a different piece of the story attached
- 4Close: draw, announce the winner with the answer, and keep the story post as evergreen content
Launch checklist
- A fact you can point to on a live page, not one held in memory
- The answer reachable in a single click from the entry form
- A rule stating whether wrong answers still enter the draw
- An archive bundle you can actually ship, counted in stock before you announce it
Promotion copy
“We are marking our anniversary by giving away a bundle of the products you keep asking us to bring back. Answer one question about our story to enter, the answer is on our about page, and referring a friend earns extra entries.”
Optional AI assistant
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What you get
What this template gives you
Three specifics worth checking against your own store before you launch.
A question about your story, with the answer one click away
Rewards regulars without locking newcomers out
An archive prize tests what your back catalog is worth
How to put it into practice
How to put it to work
Start with the focused version, publish, and let the first answers steer the next iteration.
- 1
Pick a fact that is true, checkable, and already written down on a public page
- 2
Link that page from the entry form so a first-time visitor can answer in one click
- 3
After the draw, publish the fact as a short post and reuse it in your welcome email
Mistakes to avoid
Protect the quality of the result
Strong execution usually comes from removing ambiguity and keeping every action tied to the original objective.
A question only customers from your first year could answer
Inventing brand lore for a question and having to live with it
Hiding the answer to make it feel exclusive, which caps entries at your existing fans
Asking about a fact you are about to change, like a location or a product count
Frequently asked questions
Practical answers before you launch
Will a brand knowledge question shut out new customers?
Only if the answer is unfindable. Put it on a public page and link that page from the entry form, and the question becomes a two-minute introduction to your brand instead of a loyalty test. Regulars answer from memory, newcomers answer from the page, and both end up on your list.
What makes a good brand fact to ask about?
Something true, checkable, and worth remembering: where you make things, what the name means, the year you started, the first product you ever shipped. Avoid anything you might change next quarter, and avoid personal details about the founder that you would not want screenshotted.
How is this different from product trivia?
The subject and the payoff. Product trivia sends people to a product page and sells a specific item. Brand knowledge sends people to your story and buys you a reason to be remembered. Run brand knowledge around an anniversary or a milestone, and product trivia around a launch.
Should the prize be new products or old ones?
Old ones, if you still have them. An archive bundle of customer favorites costs you slow stock, rewards the people who remember those products, and tells you whether bringing one back would sell. Add store credit if the archive is too thin to fill a box.
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