How we turned $10 socks into millions in pipeline 🧦

The full Wiz playbook we built over 50+ giveaway campaigns

I’ve posted hundreds of times on the Wiz LinkedIn page.

And I’ve learned something that changed how I think about social media forever: Comments > Shares.

Not by a little. By a lot.

Everyone obsesses over shares because they “seem” more valuable.

But after analyzing hundreds of my posts, I can promise you this: Tons of comments = tons of impressions, reach, and new followers. Tons of shares = nothing.

LinkedIn’s algorithm rewards conversation, not distribution.

So we optimize for comments. 📊

And the easiest way to get thousands of comments?

Two words: Free stuff.

I’m not exaggerating when I say giveaways are the #1 social growth lever we have at Wiz. Our ugly sweater post got 1,017 comments. Our halloween post hit 602 comments. Pink unicorn socks challenge: 174 comments.

And it’s not just “nice to have” followers…

When someone wins, we DM them a form to collect their prize. That form has a checkbox: “Wiz sales reps can reach out to me”

They check it ☑ → we call them → $ Millions in pipeline (from socks).

Most marketers run giveaways once, get mediocre results, and never try again.

We’ve run 50+ giveaways at Wiz. I know exactly what works and what doesn’t.

This is 100% the best playbook you can find.

In this article:

1. 💬 How to get people excited to comment (announcing a giveaway is not enough)

2. 🎁 What to give away (with examples)

3. 🏆 How to pick winners without killing engagement

4. 📦 What to put in the box when you ship it

5. 🔄 How to avoid coming off as cringe

6. 📸 How to get winners to post about you (and also become paying customers)

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