[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Texte” _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
It cannot be repeated often enough: social networks have completely transformed the way brands communicate.<\/span> Influencer marketing is adapting to these new codes<\/b> and is now focusing on levers such as gamification, interactivity and influence.<\/span><\/p>\n The brands that come out on top are those that take advantage of these levers to<\/span> create highly engaging campaigns<\/b>. This is particularly true of Celio, the men’s ready-to-wear brand.<\/span> <\/p>\n In the run-up to Father’s Day 2023, <\/span>Celio has organised a campaign<\/b> which combines all the ingredients we’ve just mentioned. La caisse des P\u00e8res combines gamification, interactivity and influencer marketing in collaboration with content creator GMK. <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.21.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”62.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To celebrate Father’s Day and promote its collection of t-shirts created for the occasion, C\u00e9lio opted for a <\/span>marketing game<\/b>. The principle was simple: participants had to :<\/span> <\/p>\n For the version of the competition on the Celio website (and not on social networks), participants had to fill in a <\/span>form<\/b>.. In-store, the brand’s customers could simply scan a QR code to go straight to the entry form. <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2023\/07\/Caisse-des-peres-banniere.webp” alt=”influencer marketing game competition campaign” title_text=”Caisse-des-p\u00e8res-banner” _builder_version=”4.21.0″ _module_preset=”default” min_height=”493.8px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n <\/span><\/p>\n <\/span><\/p>\n The prize<\/span> for this no-obligation competition <\/b>is a second-hand (77,990km) 2017 Audi RS6 avant performance 605, registered in France and with a street value of \u20ac81,900.<\/span> <\/p>\n And the results are in: in just 3 days,<\/span> 780,000 people signed up for the competition<\/span><\/span><\/a> and Celio’s Instagram<\/span> account registered over 800,000 new followers!<\/b> It’s an excellent example of an original marketing campaign<\/span><\/span><\/a><\/span> that results in an unprecedented boost in visibility and engagement!<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.21.0″ _module_preset=”default” module_alignment=”center” custom_margin=”||||false|false” custom_padding=”||1px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider _builder_version=”4.21.0″ _module_preset=”default” min_height=”39.4px” custom_padding=”||17px|||” global_colors_info=”{}”][\/et_pb_divider][et_pb_text module_id=”sommaire-2″ _builder_version=”4.21.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n If<\/span> Celio’s competition has had such a huge impact<\/b>, it’s not just because the brand is serious about Father’s Day and has pulled out all the stops for the occasion, as it explains in its press release.<\/span><\/p>\n Above all, it’s because it has a good understanding of<\/span> gamification mechanisms<\/span><\/b><\/a> to apply to your marketing campaign. <\/span>you can take inspiration from this by following the best practices that have been applied for this marketing game.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The success of a competition depends above all on<\/span> the appeal of the prize.<\/b> In the case of Celio, the brand had put a car up for grabs, presented as every father’s dream car. Valued at over \u20ac80,000, the prize is very tempting indeed. <\/span><\/p>\n What’s more, to maximise the impact of its marketing campaign, the brand<\/span> teamed up with an influencer specialising in sports cars<\/b>. The community that was redirected to Celio’s competition was obviously very interested in the chance to win an Audi.<\/span> <\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As mentioned above, the Celio competition was <\/span>open to everyone, with no obligation to buy.<\/b> So you didn’t have to buy anything from the brand to win the car. Celio is thus considerably widening its audience and proving its generosity (since in exchange for such a gift, it expects nothing more than a little strength on the networks or the sharing of personal data). <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In addition to its marketing campaign on Instagram, Celio also ran its competition on its website via a simple form to fill in.<\/span> This was an effective strategy, as it was easier for the brand to implement<\/b>, while at the same time allowing it to naturally redirect participants to its site (and thus encourage them to place an order on its online shop).<\/span> <\/p>\n So it kills two birds with one stone and collects more :<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In addition to the very accessible participation conditions,<\/span> Celio succeeded in multiplying the impact of its marketing campaign<\/b> by launching it across several channels. Audiences could participate via social networks, directly on the brand’s website, and also in-store by scanning a QR code to access the form. <\/span><\/p>\n This multi-channel strategy makes it possible<\/span> to reach a larger number of potential participants<\/b>. It also helps you to achieve a number of different objectives: gather data on your target audience, boost sales, increase your profile on social networks and expand your audience.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider _builder_version=”4.21.0″ _module_preset=”default” min_height=”39.4px” custom_padding=”||17px|||” global_colors_info=”{}”][\/et_pb_divider][et_pb_text module_id=”sommaire-3″ _builder_version=”4.21.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The great strength<\/span> of Celio’s original competition<\/span><\/span><\/a> was also its <\/span>partnership with an influencer<\/b>. As already mentioned, GMK is a particularly good choice because its community is naturally interested in the prize, and therefore more likely to take part. <\/span><\/p>\n
Launched via our gamified marketing platform<\/span><\/span><\/a>, this article takes you behind the scenes of an example of an original<\/b> and effective competition. You’ll also find some best practices for launching your own marketing campaign. <\/span><\/p>\n\n
La caisse des P\u00e8res: a perfect example of an influencer marketing campaign<\/h2>\n
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Marketing game mechanisms to borrow from Celio<\/h2>\n
Choosing the right prize<\/strong><\/h3>\n
Simple (for participants) and effective (for the brand) participation conditions<\/strong><\/h3>\n
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A multi-channel competition for even greater impact<\/strong><\/h3>\n
Influencer marketing: an effective lever for your marketing games?<\/strong><\/h2>\n