With budgets back in hand, new purchasing intentions and the start of the sprint towards the end of the year, the strategic stakes are enormous. Provided you know where to focus your efforts. So how do you get your fourth term off to a good start and maximise the impact of your back-to-school communications?

SUMMARY

• The major marketing challenges of the autumn
  
• 3 tips for a successful back-to-school communication operation
  

Here are the main marketing issues that brands need to anticipate to maximise the impact of their back-to-school sales operation.

1. Boost brand awareness and generate new leads

After the summer, brands need to reconnect with their audience and attract new prospects. This is an ideal time to launch brand awareness campaigns, particularly via social networks, display advertising and influencer partnerships.

The statistic to remember: Nearly 4 out of 5 French people (79%) are planning to change their shopping habits this autumn.

The marketing action to launch: a marketing campaign on social networks with an interactive and engaging format to maximise the brand’s visibility.

An example to follow: For its “Back to School” campaign, SFR relied on the Match 3 mechanic to promote the start of the new school year. This addictive game recruited over 4,200 leads and generated 38 games played per participant. The Adictiz Ads media campaign generated a 98% response rate, an essential factor in the game’s visibility.

2. Refine customer knowledge to improve future marketing campaigns

The statistic to remember: 83% of consumers say they are willing to share their preferences with a brand in exchange for a personalised experience. And brands that exploit first-party data generate 2.9 times more revenue.

The marketing action to launch: Brands can, for example, share an interactive Personality Test on their site to better understand their customers’ interests and needs. Customers will then be redirected to relevant product pages or automatically retargeted by email with targeted offers.

An example to learn from: The interactive quiz shared by MaGare+ as part of its back-to-school game enabled the company to collect valuable data on its audience. For example, it has been able to identify the station services that are most likely to be of interest to its customers.

3. Capitalise on purchase intentions to improve conversion

Key statistic: At the start of the new school year, families spend an average of 304 euros per person.

The marketing action to launch: Consumers are more likely to make a purchase or create a customer account in exchange for a discount or reward. Brands can boost their conversion rate by proposing an attractive welcome offer (a discount on the first order) or by distributing discount coupons via a 100% instant win.

An example to follow: For the back-to-school season, Kiabi launched a campaign focusing on lead generation and conversion, giving participants the chance to win attractive prizes, including shopping vouchers. Thanks to media coverage via Adictiz Ads, the operation recorded an opt-in rate of 68%, testifying to participants’ commitment to the brand and the effectiveness of the campaign.

4. Building loyalty and preparing for the last quarter of the year

The last quarter of the year (Q4) is crucial, with events such as Black Friday, the autumn sales and the festive season. Building customer loyalty from September onwards maximises sales during this strategic period and considerably reduces the budget for future marketing campaigns.

The statistic to remember: A loyal customer spends on average 67% more than a new customer (Source: Harvard Business Review). Not to mention that attracting a new customer costs five times more than bringing one back.

The marketing campaign to launch: to boost your retention rate, there’s nothing better than an innovative loyalty programme. This will encourage consumers to buy from the brand by giving them access to more attractive discounts or previews of Black Friday offers.

An example to follow: In 2021, Decathlon has decided to transform its traditional loyalty programme into a more inclusive offering, allowing customers to collect points through various actions (in particular their interactions with the brand) and no longer just when they make purchases. The catalogue of rewards has also been expanded, giving programme members the opportunity to spend their points at partner stores.

To maximise the impact of back-to-school communications, brands need to put the right strategy in place. Here are three tips for optimising your sales operation and achieving concrete results.

1. Identify your objectives and your target’s needs

An effective back-to-school marketing campaign must therefore be perfectly tailored to the expectations of its audience. To achieve this, brands need to collect data upstream. Marketing games will enable them to analyse the preferences and behaviour of consumers in greater detail, so that they can better qualify their leads.

2. Stand out from other advertising campaigns

3. Use omnichannel marketing to maximize the impact of your back-to-school sales campaign

Consumers are constantly switching from one channel to another. They consult a product on mobile, read a review on social networks, then finalize their purchase in-store. A coherent omnichannel strategy can support this journey and multiply points of contact. To achieve this, brands can communicate both online and in their physical outlets, offer drive-to-store operations, and also explore co-branding.

Conclusion

The key to a successful back-to-school campaign is a strategic approach that combines personalisation, engagement and channel diversification. By targeting your objectives carefully, you can create an effective campaign and maximise your chances of capturing and converting your audience. All you have to do to take action is choose from our range of marketing games!

The secret ingredient of impactful communication is knowing who you’re talking to and adapting your message to each consumer (or each consumer segment). To get to know their audience and understand their needs, brands can share a marketing game in the form of a personality test.

This fun, interactive marketing format is also a tool for collecting relevant data on prospects and customers. Thanks to this mechanism, companies can qualify their database and personalise their purchasing experience according to each profile.

In this article, we share with you the uses of personality test in your marketing strategy. You’ll find practical advice on how to create a personality test, and how to adapt this format to your objectives.

SUMMARY

• Why create a personality test ?
  
• Our tips to create an original personality test
  

The personality test is a format that is recognisable to users, who have undoubtedly already completed one. While the paper version was purely for fun, the digital version has become a marketing tool for brands that want to get to know their target audience better. All the while offering them a personalised and captivating shopping experience.

Here are the different ways in which a personality test can optimise a marketing strategy.

1. Refine your customer knowledge

The main purpose of a personality test, for the person completing it, is to learn more about themselves. For the brands that distribute them, this format serves the same purpose: to collect data on the preferences, needs and aspirations of their customers.

The advantage of a personality test over a traditional data collection format is that it provides specific insights. The retailer will be able to segment its audience finely and qualitatively (in terms of purchase intentions).

Example: ASOS shares a personality test in the form of a Quiz ‘What is your ideal wardrobe?’. The aim of this mechanism is to find out its customers’ fashion preferences in order to offer them selections of items. The brand was able to segment its users according to their style (casual, business, sportswear).

2. Boost brand awareness and generate new leads

The latter can capitalise on this reputation to generate traffic on its platforms (digital or physical), collect email addresses (via a test access form), etc. It’s a powerful tool for fuelling nurturing campaigns and expanding your database.

Example: On Valentine’s Day, the Qui Veut du Fromage brand launched a personality test to promote Caprice des Dieux, giving the brand high visibility. Integrated into a global campaign (TV, digital and in-store), the game engaged customers and prospects, while stimulating sales. It was also used to recruit qualified leads for retargeting campaigns.

3. Convert new customers, online or in retail (drive-to-store)

This format (distributed via media campaigns on social networks) can enable brands to redirect users to their sales channels. Depending on their strategy, they can direct them to their e-commerce site or in-store as part of a drive-to-store strategy. This marketing game can be used as a lever for upselling/cross-selling when it is shared post-purchase (in the order confirmation email).

Example: Altarea Cogedim launched the Summer test campaign to energise its shopping centres during the summer sales period. The aim of this personality test was to generate traffic and stimulate purchases. At the same time, it engaged the community and boosted the brand’s visibility. The result was the recruitment of new fans, leads and opt-ins. All of which contributed to enriching the database and maximising the impact of the summer highlight.

4. Customer satisfaction and loyalty: strengthening long-term relationships

In this way, brands improve customer satisfaction and loyalty by offering them an enriching experience.

Example: With its ‘Which series character are you? test, the VOD platform Netflix was able to create a fun interaction and engage its subscribers. All this while gathering data on their content preferences to refine its recommendations and increase satisfaction.

To create an impactful personality test, it’s important to design a campaign that’s tailored to your objectives. Here’s our advice on how to optimise this format and turn it into a more effective marketing tool!

1. What results and objectives to aim for with a personality test

The first step is to identify the objectives that the brand wants to achieve (data collection, visibility, improving conversion rates, etc.). Depending on these objectives, the questions asked and the channels through which the test will be distributed will not be the same. For a conversion objective, the mechanics will be more important in-store on an interactive kiosk or integrated into the purchase path on the brand’s e-commerce site/application.

2. How to personalise a personality test?

Pour qu’un test soit impactant, il doit s’intégrer dans l’univers de la marque et répondre aux attentes de son audience. Il est important de bien : 

• Personnaliser les questions : en adaptant la thématique et la tonalité afin que le format soit immersif et engageant ; 
• Offrir des résultats sur mesure : proposer des profils personnalisés qui correspondent aux catégories d’utilisateurs ciblés. La marque peut associer chaque résultat à une recommandation. 
• Adapter le design de la mécanique en respectant la charte graphique de l’entreprise pour garantir une expérience cohérente avec son image de marque. 

3. What types of questions should be included in a personality test?

To ensure user engagement, it is advisable to vary the question formats:

• Single or multiple choice questions to collect product preferences;
  
• Rankings or associations to measure tastes or purchasing behaviour;
  
• Open-ended questions to incorporate more specific opinions (optional).
  

4. How to manage prizes to boost participation?

• Choose rewards that correspond to the target audience and are in line with the brand’s universe or the marketing highlight;
  
• Opt for automatic distribution to make prize management easier. With Adictiz, it is possible to configure the delivery of rewards (promotional codes, vouchers), which makes the user experience much smoother;
  
• Establish clear rules for participants, such as session limits per person, winning conditions, etc.
  

5. Can I track and analyse the results of my campaign?

Yes, most tools, like Adictiz, include a reporting module that allows you to :

• Real-time monitoring of the data collected
  
• Analyse shared responses to refine customer knowledge.
  
• Export the data to your CRM (via a suitable connector) for future marketing actions: personalised emailing sent from the same platform, targeted advertising on social networks, etc.
  

6. Can someone take charge of my campaign?

Companies that lack the time or expertise to design and manage their marketing campaign can outsource it to a specialist team. At Adictiz, our team can take care of :

• Design of the marketing game (questions, results, graphics).
• Putting the campaign online and setting its parameters;
  
• Publicising and publicising the campaign;
  
• Performance monitoring and analysis.
  

7. How to ensure the success of a personality test?

Pour finir, voici quelques conseils pour maximiser l’impact du test de personnalité. 

• Diffuser le test sur plusieurs canaux (site web, réseaux sociaux, newsletters). 
• Privilégier un message clair et un parcours utilisateur simple pour inciter à la participation. 
• Mesurer les performances et ajuster la campagne si nécessaire. 

Conclusion

Online personality testing is a powerful marketing tool that will enable your company to engage its audience at every stage of the customer journey. With a solution like Adictiz, you have the tools and expertise you need to design high-impact campaigns that are tailored to your needs and memorable for your users.

SUMMARY

• What are the different objectives of an online One-Armed Bandit?
• 6 tips for programming a One-Armed bandit game

Aujourd’hui, le Bandit Manchot ne se joue pas qu’au casino et peut être intégré, sous un format digital, aux campagnes de marketing en ligne. Ce jeu leur permet d’engager et d’activer les consommateurs à chaque étape de leur parcours client , de la découverte de l’enseigne à la réalisation d’un achat.

1. Brand awreness and lead generation with an original one-armed bandit

Exemple : Eurotunnel a mis en place une stratégie de Wait Marketing (soit la gestion de l’attente), en diffusant une campagne gamifiée auprès des conducteurs. Ceux-ci pouvaient participer au Bandit Manchot pendant la traversée du tunnel après avoir renseigné un code inscrit sur leur titre de transport. Ce jeu captivant a permis à l’entreprise de recruter des leads de qualité (5K nouveaux inscrits via Adictiz Ads) tout en renforçant sa communication auprès de son public cible.

2. Promoting your brand community and points of sale

Exemple : Pour la Fête des Mères, les Galeries Lafayette ont proposé un Bandit Manchot 100% gagnant dans leurs points de vente via une borne interactive, installée pendant 3 jours dans 6 magasins en France. L’objectif était d’animer les points de ventes pendant le temps fort. Les résultats ont dépassé les attentes, avec une participation en magasin au-dessus de la moyenne. Le temps de jeu moyen d’1 minute 20 secondes a démontré un réel intérêt pour l’animation, confirmant le succès de cette initiative.

L’animation Bandit Manchot était disponible en ligne via un QR code affiché en magasin. Cette stratégie omnicanale a permis de booster l’engagement de l’audience et la portée de la campagne. Permettant à l’enseigne d’animer tous les magasins. Cette opération en co-branding a permis de collecter des opt-ins pour Galeries Lafayette et sa marque partenaire, Rosemood.

Boost your conversion rate and generate sales by creating a One-Armed Bandit

Exemple : La campagne Crazy Days, qui prenait la forme d’un Bandit Manchot en ligne, a permis à Showroomprivé d’attirer des clients tout en donnant une forte visibilité à la marque lors d’un temps fort commercial, celui des soldes. Le jeu était ici utilisé comme générateur de ventes, avec l’objectif de stimuler la conversion grâce à la distribution de bons d’achats. La campagne Crazy Days de Showroomprivé a affiché d’excellents KPI’s d’engagement avec 27k dotations distribuées, soit autant de possibilités de ventes sur le site de l’enseigne.

Pour atteindre ces objectifs stratégiques, il faut bien penser la conception et la diffusion de son Bandit Manchot en ligne. Voici 6 conseils à suivre pour booster l’impact de votre campagne.

1. How to customize the one-armed bandit online ?

Avec Adictiz, il est possible de personnaliser les graphismes de son jeu, des fonds en passant par les symboles qui vont s’afficher sur le rouleau de la machine à sous, sans oublier la poignée (ou le bouton Start). L’idée est d’uniformiser ces éléments graphiques afin de proposer une expérience cohérente.

2. How to set up a one-armed bandit online ?

• Le nombre de participations autorisées (par jour, semaine, mois ou sur toute la campagne). On conseille une limite d’une participation par jour pour encourager les joueurs à revenir sur la campagne ;
• Le nombre de dotation qu’un joueur peut remporter ; 
• Le nombre de rouleaux (jusqu’à 6). 

L’enseigne peut ajouter des étapes supplémentaires à son parcours de jeu pour booster ses résultats en termes de collecte. Elle peut par ajouter une étape dédiée à l’optin (push optin) ou insérer un formulaire de collecte de données clients après le jeu, avant que le participant ne découvre son gain.

3. How to manage the prizes for a Bandit Manchot instant win?

Tips : il est possible de faire remporter des dotations en fonction des symboles qui s’afficheront sur le rouleau gagnant. Les visuels du Bandit manchot peuvent correspondre aux cadeaux à remporter.

4. What’s the checklist before sharing your One-armed Bandit?

Lorsque les versions Desktop et Mobile sont finalisées, l’enseigne pourra la tester afin de vérifier que la mécanique fonctionne. Il ne lui restera plus qu’à la publier sur son domaine personnalisé et à la diffuser auprès de son audience.

5. Can we take over my campaign?

6. How to boost the visibility of your gamification campaign?

Conclusion

The Christmas holiday season is a crucial time for business profitability. During the last month of the year, they can achieve up to 20% of their annual sales.

One of the keys to engaging consumers during this sales period is to anticipate your campaign by multiplying contact points. in the run-up to December 24th. In fact, it takes an average of 8 interactions between a prospect and the brand before a sale is concluded.

In this article, we’ll take a look at a marketing mechanism that’s particularly relevant to Christmas campaigns. This is the Advent calendar, which allows you to multiply the number of interactions with your audience. Here we share tips for creating a memorable digital Advent calendar, as well as concrete examples to inspire you.

SUMMARY

• The mechanics of the Advent Calendar
• 3 tips for a successful digital Advent Calendar
• 5 inspiring examples of Advent Calendars

The Advent Calendar is a particularly popular marketing tool during the Christmas season. The principle is simple: every day, participants discover a new animation through “boxes” to be opened. This can be a competition or an interactive animation such as an Instant Win, through which users can unlock free rewards and gifts.

Creating a digital advent calendar is a great way to boost your Christmas marketing campaign because, in the minds of consumers, this mechanism is directly associated with the end-of-year festivities. It’s also a great way to capture and hold your audience’s attention, by giving them a daily appointment and offering new surprises with each new slot.

What’s more, this marketing activity is ideal for animating and rewarding your customer community..
Durant les fêtes de Noël, les consommateurs sont en effet à l’affût de bons plans et réductions pour faire des économies sur leurs achats de cadeaux.
En distribuant des bons de réduction et des dotations attractives tous les jours, la marque peut fidéliser ses clients et convertir de nouveaux prospects, générant plus de ventes.

1. Plan your content for the 25 squares of the digital advent calendar

2. Customize animations and prizes

Le Calendrier de l’Avent sera plus efficace pour atteindre les objectifs stratégiques que la marque s’est fixée s’il est personnalisé. Cela suppose, en amont de la campagne de Noël, d’affiner sa connaissance client, en collectant par exemple des données démographiques et des préférences produits. L’entreprise pourra ainsi proposer un contenu et des récompenses ciblées, plus efficaces pour engager son audience et générer des ventes. 

3. Diversify distribution channels

To engage as many prospects and customers as possible, brands also need to think of their digital Advent Calendar as an omnichannel animation. The different Playable Marketing formats are particularly relevant in this context. The brand can engage its audience across all these channels with native animations that adapt to its website, shopping application or advertising campaigns (interactive ads).

1. Floa Advent Calendar

2. Galeries Lafayette Advent Calendar

Galeries Lafayette’s Advent Calendar game aimed to engage customers and prospects via a multi-channel campaign. By showcasing its famous Christmas windows on all its digital channels, the animation functioned as a sales generator. It also enabled the chain to capture customer data via a lead recruitment form. This data then enabled Galeries to effectively retarget its audience throughout the year.

3. Ouest France Advent Calendar

La campagne a permis à Ouest France d’animer ses audiences pendant tout le mois de décembre et de recruter 81K inscrits. 

3. Carrefour Advent Calendar

Carrefour uses marketing games to enrich and qualify its database throughout the year. For Christmas, the supermarket chain has chosen to adapt the mechanics of the Advent Calendar.
Le formulaire était scindé en 2 pour optimiser les performances.
Résultat, l’animation a permis de recruter 321K inscrits dont 77 % ont rempli la totalité des données de qualification.

5. Kiabi Advent Calendar

Conclusion

Créer un Calendrier de l’Avent digital est idéal pour animer et convertir votre audience pendant les fêtes de fin d’années. Planifiez votre campagne et diversifiez vos animations de Noël pour maximiser son impact. Avec Adictiz, vous pouvez booster sa visibilité, générer plus de leads et de ventes grâce à un plan média personnalisé !

Christmas is a magical time when the French want to please their loved ones and themselves. Consumers are therefore more inclined to interact with brand content, especially when it inspires them to buy gifts.

For companies, Christmas represents an average of 20% of sales..
Dans certains secteurs, ce chiffre peut même monter jusqu’à 35 %.
Il est donc crucial pour elles de create distinctive Christmas marketing campaigns to capture the attention of their audience and boost their end-of-year sales.

In this article, we’ll be sharing some ideas for interactive formats and games to help you achieve your objectives and energize your Christmas marketing campaign.

SUMMARY

• Anticipate the festive season to optimise your campaigns
• 5 trends to boost your Christmas marketing campaign
• 3 ideas for Christmas marketing campaigns to stand out from the crowd

E-commerce is booming. At Christmas time 75% of French people buy their gifts on the Internet.

The French are more inclined to spend online and, above all, to plan their purchases in advance so as to spread them over several months and take advantage of the promotional periods that precede this marketing high point (such as Black Friday or Cyber Monday, for example).

For brands, this means anticipating their marketing campaigns as far as possible Christmas. By planning events in the weeks leading up to the festive season, they can multiply the points of contact with their audiences, and the chances of them making purchases on their e-commerce site (or in-store).

The marketing highlights leading up to Christmas (Halloween, Black Friday, etc.) can also be excellent opportunities for collecting leads. and customer data. Companies will be able to activate them over the festive season by creating personalised marketing campaigns that are more effective in converting prospects into customers.

Speaking out in advance also allows you to position yourself before everyone else. Brands that start earlier can boost their visibility and reduce their media budget by communicating at a time when competition is less intense and consumers are less affected by ‘advertising fatigue’.

To create an effective Christmas marketing campaign, it’s important to take account of your audience’s expectations, and market trends as a whole. Whether linked to advertising, marketing or new consumer habits, these trends will enable companies to capture the attention and better engage consumers during the festive season.

These include :

• Made in France. 1 consumer in 2 would prefer local products, Made In France, for Christmas presents. As well as highlighting the provenance of their products, brands can also capitalise on this trend to offer competition prizes that are more in line with their customers’ values;
• The end of third-party cookies and proprietary data collection. Brands need to focus on implementing zero-party data collection and opt-in tools to maintain contact with their audience and refine their customer knowledge.
• Influence marketing remains a powerful lever for engaging communities. Consumers are sensitive to partnerships between brands and content creators. These campaigns are particularly effective in collecting leads and generating new conversions.
• Short content is recommended to captivate your audience and communicate effectively. Companies need to take account of consumers’ attention spans and offer striking animations that will encourage users to stop scrolling.
• Native advertising (i.e. one that respects the format and codes of the channel on which it is broadcast) is crucial to optimising your presence on social networks and on your website. It makes for a smoother, more immersive browsing experience.

By capitalising on these trends to capture consumers’ attention, brands can create effective Christmas marketing campaigns, specifically targeting their strategic objectives.

To inspire them, here are 3 ideas for animations and interactive campaigns to engage and convert your audience at Christmas.

An engaging speed game to boost brand awareness

Gamification (i.e. incorporating playful elements into sales promotions) is an excellent way for brands to capture and hold the attention of consumers. One of the most effective formats at this time of year is an engaging mechanic like Tiny Wings.

This speed game was used by household appliance brand Electrolux for its ‘A Swedish Christmas’ campaign. The campaign aimed to The main aim was to highlight the company’s Swedish origins through a fun, viral game, and thus raise its profile over the festive period.

The engaging and addictive nature of the marketing game also enabled the company to capitalise on the interaction with participants to collect opt-ins. With an engagement rate of 92% and game sessions lasting an average of 1 minute and 18 seconds, this activity helped to strengthen the brand’s appeal to consumers over the Christmas period.

SFR Réunion also relied on this mechanism for its Christmas marketing campaign. Focused on lead generation, the campaign was a great success during the recruitment phase, thanks in particular to a media strategy based on native advertising.

Thanks to an attractive prize fund, the company was able to attract more than 10k new visitors. on its website. And with an average of more than 7 games played per subscriber and an average playing time of over 3 minutes, this interactive activity generated a high level of support for the brand among participants.

2. Instant win for Christmas coupons

Instant winners are also very effective during the Christmas period, when users are looking for good deals and discounts to save on their gift purchases.

The 100% winning Claw machine, for example, enables companies to distribute discount coupons to all participants. Showroomprivé.com banked on this Christmas marketing game during the festive season. 7,000 vouchers were distributed during the campaign, helping to convert prospects into customers and boosting the brand’s sales.

This animation can also be used as part of a Drive to Store campaign during the Christmas period. McDonald’s franchisees in the North of France have chosen to set up a campaign combining a Flappy and a 100% winning claw machine. These events enabled users to win discount vouchers to be used towards the purchase of a Maxi Best Of menu in participating restaurants, boosting traffic in the brand’s points of sale.

3. An omnichannel Christmas campaign to engage consumers

It takes an average of 8 interactions between a brand and its prospect before they are ready to buy. If brands want to to boost their Christmas sales, they need to multiply the points of contact and the incentives to buy with their audience.

This is what brands can do by implementing an omnichannel Christmas marketing campaign. Companies will deploy a marketing game tailored to this marketing high point (such as the Shopping List for example) across all their communication channels. Adictiz’s customisable form can be used in engaging interactive formats across 4 distinct channels: the e-commerce site, blog articles, live shopping sessions and native advertising.

Brands will be able to engage their audience across all their channels, multiplying interactions to convert as many prospects as possible and boost their Christmas sales.

Conclusion

To create an impactful Christmas marketing campaign, your brand can rely on engaging game mechanicsthat will capture consumers’ attention. Create differentiating brand experiences to boost your brand awareness, collect leads and generate more conversions during the festive season thanks to interactive marketing activities!