Seller Guide Chapter 3: Promoting your Campaign

Now that you’ve applied the knowledge you collected about your target audience to create a t-shirt that inspires your community, it’s time to sell some shirts! Get the campaign rolling by purchasing the first shirt yourself, and then share the news with everyone else.

Where to Promote

In Chapter One, we asked you to think about how and where you are communicating with your (future) buyers. Think about how they get information about what you’re doing. Are they visiting your brick-and-mortar store or office? If mostly online, do you send out quarterly email newsletters, or post on Instagram or your blog daily? The answers to these questions will help define how you share about your campaign. Think about two primary communication channels and three secondary channels to update throughout the course of your campaign.

Social Media
Social Media is one of the easiest way to share about your campaigns. Pay attention to which platform you have the most followers on. But, also consider which channel has the most engagement. Perhaps people love watching your Instagram Stories, or when you post your newest Youtube Video. Take advantage of the places you already have a captive audience waiting to listen and respond.

Social media analytics can also help you determine typical times your audience is active on your select platforms. This will help you decide when to post about your campaign. Set up a schedule of social media posts that spans the length of your campaign. This will help you manage a cross-channel promotional plan for your Bonfire apparel campaign. Here’s an in-depth guide to promoting on social media.

Email Newsletters
Many organizations and brands have established email mailing lists. Take advantage of these contacts. If you typically send out a newsletter, work in an announcement about the Bonfire campaign, or send out a separate email that focuses solely on your t-shirt. Tools like Mailchimp can help you create an awesome-looking email in just a few minutes. Using a tool like this also helps if you send out multiple emails during the life of a campaign. You can make and save a specific email list to send to, instead of spamming your entire contact list.

Website Banners  
Don’t forget about your website! This shouldn’t be the singular place you post about your campaign, because most people are probably not hitting your website every day, but it can still really help you spread the word. Create a banner image, or use one of the share images we provide, to show off your campaign on your blog or website.

Blog Posts
A blog post is a great place to fully flesh out your campaign story and the goals behind your campaign. Share a link to the blog post on social media or in an email newsletter. This can become a great piece of content to use while promoting.

What to Say

Now that you know where to post, let’s break down the main elements of what you should talk about over the course of your campaign. Don’t be a broken record. Once people start seeing the same appeal in their inbox over and over, empathy turns to eyerolls. Vary the content in each post, and you’ll keep your potential supporters engaged. Here are some topics to work with:

The Design
You worked hard to create a shirt that your community would love, and now’s the time to show it off.  A simple graphic of your t-shirt (like the one we create for you) works well on social media. You can also create mockups of people wearing your shirt with tools like Placeit. Pair the image of the shirt with an explanation of the graphic, and why you chose the design or colors that you did.

Always remember to include the link to your campaign page, so people know where and how to find your shirt!  Your link should be clickable, and certain spaces on your social media profiles showcase this best. For example, if you’re sharing your campaign on Instagram, put it in the “website” box of your profile (found in your settings) and let people know through your comments that the link is in the profile to shop!

The Impact
When deciding whether to buy a shirt, a potential supporter should perceive that their money will make an immediate, measurable impact on your goals. Explain what shirt proceeds will specifically accomplish. If this campaign is helping impact a community or cause for good, talk about it. Engage your audience in the bigger picture of what you are doing by sharing an image, gif or video related to your campaign’s mission.

The Deadline
Bonfire sells and prints shirts within a campaign structure to help you maximize sales. Take advantage of the campaign deadline to develop a sense of urgency with your buyers. Emphasize the exclusivity of your shirt and encourage supporters to purchase before it’s too late. Be sure to let people know when your campaign is winding down so that folks on the fence will be reminded to purchase.

The Logistics
Help your buyers feel comfortable with and understand the Bonfire campaign structure. In the age of same-day delivery, they idea of buying a shirt and getting it two weeks later feels unnatural. Ease their concerns by letting them know up front when shirts will print and ship. Pay attention to comments and responses, as buyers may be asking questions about the campaign or the products.

Sales Progress
Update your buyers on how the campaign is going. Let them know when you hit the minimum number of sales needed to print and that they’ll be getting their shirt. Then update them as you near certain sales milestones, or when you’re almost to your shirt sales goal! People get more excited to buy when they feel like their purchase is making a difference.

Facebook Tips

Statistically, Facebook has the best conversion rate for Bonfire campaign sales. Over 53% of buyers come through campaign links posted on Facebook.  There are a number of ways to reach your potential buyers on Facebook. Reflect on your Target Audience research to assess which options are right for you.

Sharing as an Individual
By sharing as yourself, you’ll reach many of your friends and family, and potentially others if your network also shares your information. The effectiveness of sharing on your personal Facebook feed really depends on the type of campaign you are running. If your friends and family fall within your target audience, you are good to go!

Creating a group is great for small, tightly-knit communities where you know the names of everyone who might buy a shirt, such as a family reunion or a church group. After inviting people to your group, create an event for your campaign that “takes place” on the last day. (This will remind people when the campaign is about to end.)

Facebook pages are the most powerful way to promote your campaign because they help attract public interest in your cause. If you have an active and healthy Facebook page connected to the campaign you are running, be sure to focus a large portion of your promotion efforts here.

We recommend posting your campaign page link to your Facebook page during a time when majority of your  followers are online. You can see this statistic on the Insights tab of your page, under the Posts sub tab. After posting, pin the link to the top by clicking on the top right of your post and selecting “Pin to Top”. You can read Facebook’s guide to pinning posts here.

Amplify your Impact

Encourage shares
Use your engaged buyers to work for you! Ask them to share, retweet, and re-post about the campaign on their own social media profiles. This can help your audience feel like they’re an active part of your campaign’s progress.

Bonfire runs Product Remarketing advertisements for all sellers on both Facebook and Instagram. This means that when someone visits your campaign page and then leaves the page without purchasing a shirt, we send them an advertisement in their feed encouraging them to purchase a shirt.  

Boosted Posts
If you have a Facebook page with more than 1,000 likes, you could benefit from boosting your post via paid Facebook Ads. Regular posts to your Facebook page will only be seen by a small fraction of your fans. In order to reach a larger percentage of them, Facebook lets you pay to “boost” your post, putting your campaign in front of way more people. It might seem counterintuitive to pay to get the word out on a free site like Facebook, but if done right, it can massively increase your sales

Here’s how to test out boosted posts:

  1. Click on the blue Boost Post button on the bottom right of your campaign post
  2. Target only people who have liked your page.
  3. Try out a small budget of around $10 to test the waters.
  4. Set the duration for 1 day and click “Boost” to go live

At the end of the day, check your sales stats in the admin panel on Bonfire. If there was a sales spike for the day, try experimenting with different budgets and durations.


We’ve also created this incredibly helpful Promotion Checklist to guide you through how to promote your campaign through its entirety. Download it, print it out, and use it to help you reach your sales goals!

Don’t forget, our Seller Experience team is here at any stage of the process if you’re feeling stuck or want to jump ahead to launch and promotion.