From the mod-piercing parlor Studs to influencer Serena Kerrigan’s conversation-starter card game, in-the-know upstarts have been popping up in Deuxmoi’s seemingly endless thread of Instagram Stories.
Deuxmoi is an Instagram account that’s basically an IRL Gossip Girl…if Gossip Girl had 1.3 million Instagram followers. The anonymous woman running the account gets celebrity gossip from her henchmen, then posts it on Instagram Stories for viewers to salivate over.
Funny Face Bakery, famous for making cookies with people’s (and celebs’) faces on them, recently partnered with Deuxmoi for an organic Instagram giveaway.
- The giveaway itself was simple: Deuxmoi shared a few posts on its Instagram Story about the giveaway that not only featured photos of Deuxmoi-themed Funny Face cookies, but also linked to the bakery’s own Instagram account. For its part, Funny Face posted contest details on its own Instagram grid and Stories.
- According to the brand, it was hoping to achieve “brand awareness, follower engagement, and organic reach” through the collab.
Results: After the giveaway, Funny Face said it gained around 188 new followers. The partnership also resulted in hundreds of comments on a Funny Face Instagram post plugging the giveaway since people had to tag three friends in order to be entered for a chance to win five cookies.
Recipe for success
Funny Face went into the partnership not knowing how many average views Deuxmoi gets on its Instagram Stories—or who, exactly, the account’s 1.3 million followers are. And the entire partnership was planned via Instagram DM.
Olivia Nickel, Funny Face’s digital marketing and content manager, said she saw similarities between the account's fanbases. Nickel told Marketing Brew that tools from Later Media, Google Analytics, and Facebook helped the Funny Face team understand that its audience is predominantly women, and most interested in topics like media and entertainment—categories that overlap with Deuxmoi’s bread and butter, celebrity gossip.
- Funny Face is no stranger to the celebrity world; the bakery’s cookies made an appearance at Keeping Up with the Kardashians’ final day of filming, with each star getting a personalized cookie with their face on it.
Food for thought
Funny Face founder Sarah Silverman (no, not that one) told us that, while she’s “so happy with the exposure that Deuxmoi was willing to give us through her platform,” she thinks the return “would have been higher if we paid her to post in-feed.”
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Regardless, Silverman said she was satisfied with the collab’s results in part due to the number of comments Funny Face got on its own Instagram post about the giveaway—there are currently 264, compared to zero comments on its posts both directly before and after it.
“I feel like they post so much on their Stories that sometimes their partnerships get lost, or their giveaway partnerships get lost,” Nickel told us of Deuxmoi’s prolific Instagram account. But she added that her team was okay with the results because of how inexpensive the giveaway strategy was for them.
- Details: While no money was exchanged between Deuxmoi and Funny Face, the bakery estimates it spent about six and a half hours on the giveaway in total—one hour designing the cookies, two hours baking and piping them, and an hour and a half “corresponding, planning, and scheduling.”
+1: Funny Face has done similar Instagram partnerships before, including with athleisure brand Outdoor Voices.
Update January 19, 2022: Following this piece’s publication, Deuxmoi told Marketing Brew it did not view this giveaway as a collaboration, writing in an email: "This was not a 'collab'. It was a non sponsored giveaway. Funny Face Bakery approached us with the designs that they designed. We had no input. There was no strategy discussed. We posted the giveaway free of charge to promote a small business and as a way to giveaway free products to our followers. We do this often instead of accepting free gifts. There are certain strategies used when posting sponsored content that do not get applied to non sponsored content."