With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a symbolic event and therefore a key moment on which brands can capitalise.

Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.

SUMMARY

• Mother’s Day: a key commercial event for brands
• 1. Mother’s Day competitions to stimulate your community
• 2. A Mother’s Day sales promotion to engage customers
• 3. A marketing game to generate sales for Mother’s Day

Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people. It’s a time to celebrate mothers and spend time with loved ones. It generates major spin-offs for brands. This is the second biggest marketing event in France in terms of gifts, just behind Christmas.

It has an impact on company sales and is a major boost to revenues. In France, the budget for Mother’s Day is 66 euros. Brands use this opportunity to showcase their products and services or share gift ideas with their customers.

Mother’s Day is an opportunity to communicate values. Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales strengthen relationships with their audience.

Gamification to communicate around Mother’s Day

To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.

Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.

The sales promotions, in-store or online, enable you to :

• Collecting data to understand customer expectations around Mother’s Day;
• Share gift recommendations based on collected product preferences;
• Generate sales by sharing incentives such as e-coupons, gift cards, etc.
  
• Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.

Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.

Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.

Brands can take advantage of Mother’s Day to create a close relationship with their audience. Using sales events to extend the time spent with the brand.

Example: Galeries Lafayette’s Mother’s Day game

For Mother’s Day, Galeries Lafayette have come up with a 100% winning One-Armed Bandit via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign.

Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with
a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.

To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.

For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.

Example: SFR’s Mother’s Day campaign

SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics Match 3 was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.

Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.

Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.Via mechanisms such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.

Example: Galeries Lafayette’s Mother’s Day marketing campaign

To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.

This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.

Conclusion

Stand out from the crowd this Mother’s Day by offering your prospects and customers the chance to take part in a competition. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!

Easter is one of France’s favourite holidays. According to a study by Usine Nouvelle, 45% of them take the opportunity to buy Easter chocolates. But this is not just a time for chocolate makers.

Celebrated between the end of March and the beginning of April, Easter is synonymous with the return of spring and fine weather. It’s a time of renewal. Brands can use it to boost their communications (by presenting their spring collection).

Retailers can take advantage of their audience’s attention and commitment at Easter to achieve their objectives (awareness, conversion, customer knowledge, etc.). In this article, we share 6 original Easter marketing ideas to boost your campaigns.

SUMMARY

• What’s at stake for brands at this key marketing time (Easter and spring)?
• 6 marketing campaign ideas to boost your communications for Easter

Beyond its religious origins, Easter is popular in France. It conveys family and sharing values that brands can use to boost their communications.

Whatever their sector of activity, brands can use this marketing time to :

• Support their customers in their purchases. It’s a convivial holiday, and retailers can take advantage of it to connect with their audience through interactive content. They can share tips and resources for decorating the home, enjoy chocolates without overdoing it, or treat their loved ones with a gift guide.

• Entertaining your audience with fun content. Les marques peuvent se positionner sur cette date du calendrier marketing pour proposer des contenus divertissants autour de l’histoire de Pâques, de l’arrivée du printemps, etc.

• Presenting new products. Speaking of spring, it’s a crucial time for brands to renew their catalogues. In the clothing industry, it’s the arrival of the spring/summer collections. An Easter marketing campaign can be used to present your products and encourage your audience to make a purchase.

Easter is an event with a strong graphic identity. Chocolate eggs, bells and little rabbits are legion. To stand out from the crowd and achieve their objectives, retailers have to rival each other in originality by proposing innovative marketing formats that capture the attention of their audience.

Need some inspiration for differentiating your communications this Easter? Here are 6 original campaign ideas.

1. A Swiper collects product preferences

The quality of the customer database is a key factor in the success of a brand’s marketing strategy. A contact list that is not regularly enriched will have a negative impact on open, click and conversion rates.

The challenge for brands is to collect quality data that will enable them to understand the expectations of their prospects and customers. The Easter campaign can be used to clean up your database and segment your audience by collecting product preferences or identifying prospects.

Retailers can capitalise on a gamification mechanism that facilitates customer knowledge: Swiper. This format makes it possible to test the preferences of customers (potential and current) by asking them to choose between two proposals. Using this first-party data, brands can qualify their leads and retarget them with tailored offers.

2. A Flappy to generate new leads

Brands are taking advantage of the consumer attention surrounding the arrival of spring to reach a wide audience and raise their profile. Gamified marketing is a lever for visibility because it allows you to stand out from the crowd with an original format. And because it captivates audiences with engaging mechanics and attractive prizes.

Lidl used gamification to boost its Easter marketing campaign. By offering a Flappy personalised to match this universe (the avatar was an Easter bunny), the supermarket giant was a great success, with 92k registrations and a high opt-in rate (67%), demonstrating participants’ interest in the brand and the special occasion.

The commitment around this Easter marketing campaign was very important. Users played 4.6 games, giving Lidl high visibility.

3. An interactive quiz to animate your audience

Easter is a great time to animate your audience and keep in touch with consumers as other commercial holidays approach. Retailers are taking advantage of this opportunity to engage their communities with themed formats.

The interactive quiz is ideal for achieving this objective. Users are inclined test their knowledge about Easter or the brand (particularly if rewards are promised to participants). Brands can take advantage of this to raise awareness of their history or share their commitments, strengthening audience attachment.

4. A game of differences to highlight the new collection

The Difference Game is a mechanism that can help brands increase the amount of time they spend with their prospects. Cette attention peut être mise à profit pour showcase their spring collection. Participants are challenged to find as many differences as possible, discovering the specific features/advantages of each item.

5. A treasure hunt to boost your conversion rate

The Treasure Hunt is the gamification mechanic aligned with this highlight. Brands can organise gamification events online, replicating the famous IRL chocolate egg hunt, to engage their audience and boost sales.

Chocolatier Lindt exceeded its lead generation target with 19k opt-ins thanks to a virtual egg hunt. The campaign engaged a targeted audience, with each participant spending an average of 1 min 40 on the game.

The game was accessible via a gatecode (code required to access), each code being written on a rabbit purchased in shop. This operation offered shoppers a chance to win a family weekend. This compulsory purchase strategy boosted sales during this period.

6. A puzzle to build audience loyalty and boost registrations

Once brands have succeeded in capturing attention, they can take advantage of this to convert their leads and build customer loyalty with mechanisms that enable people to sign up to their newsletter or website.

The Easter campaign for the QVDF (Qui Veut du Fromage) brand featured a puzzle game accessible after registering on the site (via JWT). It enabled the brand to recruit new subscribers. The aim was to boost the brand’s visibility during this period. Thanks to the attraction of instant wins, the campaign was able to engage customers and prospects while directing over 2,000 clicks to the pages.

Conclusion

Gamification is a powerful tool that makes it easy for your brand to engage audiences during a marketing high point like Easter. Customise an interactive mechanic tailored to your strategic objectives and boost the impact of your campaign by offering a differentiating and captivating experience to your prospects and customers!

La Saint Valentin n’est pas seulement la fête des amoureux. C’est aussi une fête commerciale qui est devenue une date incontournable du calendrier marketing des marques. D’après les derniers chiffres disponibles issus d’une étude YouGov, près de 185 millions d’euros avaient été dépensés lors de la fête des amoureux en France, soit une progression de 275% en 10 ans. 

La Saint Valentin est d’ailleurs la 3e fête commerciale la plus importante en France, derrière Noël et Halloween. C’est donc l’occasion pour les marques de capitaliser sur les intentions d’achat des consommateurs en leur proposant des idées de cadeaux romantiques à offrir à leur moitié. 

Pour se démarquer durant cette période particulièrement concurrentielle de l’année, votre entreprise peut miser sur un levier marketing redoutable : la gamification. En intégrant des mécaniques interactives dans votre campagne marketing de Saint Valentin, vous pourrez en effet mieux capter l’attention de votre audience et les inciter à acheter leur cadeau auprès de votre marque. 

Dans cet article, nous vous partageons 3 exemples de campagnes gamifiées pour la Saint Valentin. Vous pourrez vous en inspirer pour dynamiser votre communication, engager plus efficacement votre public cible et booster vos ventes durant ce temps fort commercial. 

SUMMARY

• What goals should you aim in for your Valentine’s Day marketing campaign
• 3 Examples of gamification marketing campaigns for Valentine’s Day

Even though it remains the ultimate romantic holiday, Valentine’s Day is also an opportunity for brands to promote their offerings. This commercial holiday serves as a prime showcase for businesses that sell potential gifts for couples in love.

Of course, we think of the traditional bouquets of flowers. Industry professionals expect over a million flowers to be sold for Valentine’s Day this year, with two-thirds being red rioses. However, florists are not the only merchants celebrating Valentine’s Day. Fashion, beauty, culture, dining… Many sectors are involved in Valentine’s Day marketing.

Don’t forget about singles, who are also targeted by brands during this key commercial period. On dating apps, the annual peak of activity tends to occur at the beginning of the year. Singles often make New Year’s resolutions, and apps like Happn see an increase of over 20% in their sign-ups during the month of February.

The main objective pursued by companies in their Valentine’s Day marketing is therefore to increase sales and revenue. The goal of the campaigns implemented is to raise consumer awareness of their offerings ans encourage them to buy their Valentine’s Day gifts in-store (physical or digital).

But beyond the conversion objective, brands can also design their Valentine’s Day campaigns around other strategic goals.

Increase brand awareness

Valentine’s Day is an opportunity to gain visibility with a new audience. The aim of the campaign will be to boost brand awareness among couples (or singles) by leveraging viral marketing strategies (such as marketing contests, influencers collaborations, or co-branding).

Engage your customer community

After a quiet January following the holiday season, the marketing calendar kicks off with a bang thanks to Valentine’s Day. Businesses can take advantage of this key period to engage their audience. The idea is to increase interactions with the brand, particularly through gamification mechanics.

Contests, for example, encourage users to be creative and allow businesses to generate user-generated content (UGC).

Collect data

Customer knowledge is also a significant aspect of Valentine’s Day marketing. Brands can leverage interactions with their audience to collect relevant data, particularly regarding product preferences, as well as opt-ins for their future communication campaigns. This information can be utilized throughout the year to better segment their clientele and send personalized content and offers.

Foster loyalty and strengthen brand attachment

En mettant en jeu des récompenses attractives sur le thème de l’amour (comme des séjours en amoureux, des coffrets cadeaux, etc.), les marques peuvent ainsi booster leur rétention client. Les jeux marketing peuvent être proposés en post-achat (pour encourager le rebuy) ou réservés aux membres du programme VIP, pour augmenter la fidélisation. En récompensant ses meilleurs clients, l’entreprise pourra ainsi renforcer l’attachement à la marque et sécuriser des revenus significatifs.

To stand out from their competitors and boost the performance of their Valentine’s Day marketing strategy, an increasing number of companies are betting on gamification. Here are 3 inspiring campaigns to achieve commercial goals and engage their audience more effectively.

1. Electrolux: a Memory game to enrich their database during Valentine’s Day

On the occasion of Valentine’s Day, Electrolux launched a campaign aimed at enriching its database, specifically encouraging product registrations. Through an engaging game mechanic, Memory, the brand was able to collect opt-in very effectively while showcasing its Duos product range.

Electrolux’s campaign generated significant enthusiasm, showcasing an excellent engagement rate (31K users and an average of 2 minutes per game session) and very good results in lead qualification. This campaign allowed the brand to retarget and retain acquired leads, highlighting the ability of a gamification marketing campaign to create meaningful interactions while achieving notable results in qualification.

Del Arte: a Shooter game to generate new leads

As every year, the Del Arte brand celebrates lovers on Valentine’s Day. The interactive campaign invites participants to play a Shooter game. They are then redirected to an instant-win opportunity to win particularly attractive prizes for the target audience (gift vouchers, Interflora bouqets, trips to Paris, etc. )

The campaign primarily enabled the company to generate over 40k new sign-ups to its mailing list and opt-ins. These leads were then reactivated throughout the year through strategic marketing campaigns for the brand.

3. M&M’s: A shuffler game to boost Valentine’s Day sales

On the occasion of Valentine’s Day, My M&M’s launched a game to attract new customers by showcasing its product range. Users had to form all the pairs within a set time to access a Shuffler and immediately discover if they won their Valentine’s Day gift box. This highly engaging mechanic allowed M&M’s to generate 30k new leads.

Conclusion

Consumers are particularly attentive to brand content around Valentine’s Day. Capitalize on their purchase intentions and engagement to achieve your strategic goals by launching a gamified marketing campaign. To enhance your communication and boost your results, all you need to do is customize one of our marketing game mechanics!