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6 ideas for interactive and engaging marketing campaigns

6 ideas for interactive and engaging marketing campaigns

by | May 22, 2023 | Audience engagement

Engaging marketing campaigns are essential on today’s marketing landscape, as they enable you to stand out from the crowd by grabbing people’s attention.

By encouraging interaction and two-way communication (brand-consumer), the chances of increasing memorability of a marketing or advertising campaign are higher. This type of fun experience also fosters a more lasting and solid relationship.

Moreover, interactive marketing campaigns have strong viral potential (on social network in particular). Enthusiastic participants are more likely to share the campaign with others, helping the brand’s message to spread quickly.

Let’s take a look at 6 ideas for engaging marketing campaigns that enable brands to better connect with their target audiences.

SUMMARY

Get to know your customers better through surveys

Survey campaigns play a central role in engagement marketing, serving a number of purposes:

  • Data collection: a survey is used to gather precise information about consumer preferences, needs and opinions. This enables strategic marketing and sales decisions to be made.
  • Sustainable commitment: audiences feel listened to and involved in the brand’s decision-making process. This strengthens their loyalty over the long term.
  • Content generator: it can be reused in articles, infographics, videos, etc. This content enriches the brand’s communication and enables it to continue to engage its audience in a relevant way.

Survey marketing campaigns offer a participative approach to better understand consumer needs, personalise offers and build a relationship of trust with brand audiences.

survey engaging marketing campaigns

Discover your brand with a quiz

The quizzes are essential elements of interactive and engaging marketing. Indeed, we have all encountered this mechanism at some point in our lives as Internet users and/or consumers. But what are the real benefits?

  • Interactivity: Quizzes are simply fun. They encourage participants to get actively involved and keep their attention on a web page.
  • Collection of qualified leads: by requesting personal information via the form, the operation builds up a database of qualified leads. This data is valuable for future targeted marketing campaigns.
  • Education: Quizzes can be used to educate the public on a specific subject related to the brand or product offering. In this way, they can demonstrate the benefits of a product and promote a positive perception of the product as an authority in the field.

 

Lead recruitment guide

Working on your image with UGC campaigns

UGC campaigns (User Generated Content) are one of the most engaging concepts in marketing. On the one hand, they enable the brand to develop solid relationships with its customers. On the other hand, they help to reinforce credibility and raise its profile by leveraging user-generated content.

In fact, the participants in the operation post varied, creative and unique content (videos, testimonials, photos) for a set period of time on the brand’s website and/or social networks. This content is then made available to the brand. In this way, it enhances the brand’s online presence. This content is considered authentic and therefore reliable, because it is produced by consumers themselves, which reinforces trust.

However, this type of operation is not suitable for all audiences. The highly engaging nature of these campaigns requires audiences to be sufficiently responsive. Here’s an example of a selfie competition with McDonald’s:

Make your ads more visible with playable Ads

Playable Ads are becoming increasingly common in programmatic marketing. Did you know? The number of ads, their lack of relevance and their intrusiveness are the three main reasons for using a blocking tool (VPN Mentor, 2019). This type of display format achieves several key objectives:

  • The product is highlighted : the immersive experience offered by playable Ads allows users to discover a product in a fun and entertaining way. This approach stimulates attention, which increases the chances of arousing users’ interest and converting them into potential customers.

Here’s an example of a playable ad that can be used to quickly survey an audience while presenting a range of products in a display banner:

engaging marketing campaigns

Personalise the shopping experience with a shopping list

A Shopping List Campaign consists of offering users a list of recommended products based on their preferences and purchasing habits. The advantages of this type of marketing competition are :

  • Personalisation of the shopping experience: more relevant thanks to the collection of behavioural data.
  • Maximising conversions: instead of searching through thousands of products, users are given a selection that matches their expectations. This makes it easier for them to make decisions and encourage them to make purchases, including impulse purchases. Sending promo codes by email after participation amplifies the phenomenon.

In short, marketing campaigns such as Shopping List or Gift Finder make it possible to offer an original and personalised shopping experience, helping to build long-term customer loyalty.

Gift finder guerin

Boost engagement with puzzle or score-based games

Marketing competitions that focus on reflection offer unlimited potential for personalisation for the brands that offer them. They are a powerful tool for spending time with your audience to encourage engagement and interactivity. The advantages of this type of operations are :

  • Involvement of participants to solve a problem or participate creatively. By challenging them intellectually, these games encourage players to invest time and effort in the brand experience.
  • The potential for enthusiasm among participants: the competitive aspect and the possibility of winning attractive prizes create a sense of motivation and attract new participants when the game is shared. This helps to increase brand visibility.

To measure the effectiveness of these competitions, it is advisable to monitor key performance indicators such as the time spent on the game, the number of games played, the score obtained, etc. These metrics provide valuable information about participant engagement and enable the success of the campaign to be assessed.

memory eram

Conclusion

Engaging interactive marketing campaigns are a major asset for brands wishing to engage their audiences in an original way.

These different interactive formats have the advantage of catching the eye and staying in people’s minds. They also respond to a large number of marketing issues facing brands today, such as advertising saturation, the collection of first-party data, building loyalty, etc.

A tool like Adictiz can be used to create captivating interactive experiences to engage audiences, collect and activate data. Finally, a wide range of formats tailored to each objective is available on an innovative and comprehensive platform.

Want to find out how to engage your audience using interactive formats?

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10 reasons to launch marketing competitions

10 reasons to launch marketing competitions

by | Apr 20, 2023 | Animation, Branding, Conversion

Marketing competitions are an essential part of the panoply of advertising levers available to brands. Above all, this type of animation creates new opportunities to interact with audiences.

From the simplest scenario to the most immersive and entertaining, these interactive marketing experiences can provoke an emotion in participants, helping them to retain the information better. Visit gamification is a powerful process that firstly provokes amusement (through the game), but also more subtle emotions such as appreciation (with a scoring game) and pleasure (the fact of winning something). These emotions are more readily present thanks to the active nature of advertising, unlike traditional, passive advertising.

The marketing competition must be designed and organised around the brand’s key issues. Here’s 10 reasons to launch a marketing competition.

SUMMARY

  1. Gain visibility
  2. Creating virality
  3. Getting a message across
  4. Promoting a product in an original way
  5. Mark an important event
  6. Supporting a promotional period
  7. Finding new customers
  8. Get to know your audience better
  9. Building customer loyalty
  10. Leading your teams internally

1. Gain visibility

Marketing competitions are highly effective tools for enhancing a brand’s image, raising awareness or simply communicating about a product, service or event.

The operation dissemination stage is crucial, as it is here that companies will be able to reach the widest possible target audience. The main advantage of a competition is that it can be broadcast very simply via any channel, thanks to a simple URL. It can also be integrated directly into a web page, for an even more immersive effect. By using several advertising channels at the same time, the process of promoting the operation is even more effective.

Here are the different channels through which a competition can be broadcast, with the aim of increasing its visibility:

  • Email campaigns (in a banner for example)
  • Media coverage on social networks (Facebook Ads, TikTok Ads, Instagram Ads etc.)
  • Via display advertising

2. Create virality

Widely-distributed competitions help to raise brand awareness via a wide, multi-channel distribution network. But it’s also interesting to bet on the target audience itself to spread the operation virally.

Certain types of marketing competitions allow for this, such as the Social Gauge.. Cette mécanique incite les participants à partager le jeu sur les réseaux sociaux. Plus il y a de nouveaux inscrits, plus les parrains ont de chance d’être tirés au sort pour gagner des récompenses.

 

marketing competitions social ratings

3. Getting a message across

Organising and promoting a competition gives brands the opportunity to spread different types of message in a creative, original and effective way.

A variety of scenarios can be put in place to suit the audience and convey the specific message that the brand wants to share with its target audience.

Here are a few examples of marketing competitions to get a message across:

  • A fun quiz can be used to communicate interactively about a service or a new product, or even to educate people about the world of the brand and its history.

  • A Blindtest immerses participants in a world, the ideal way to get audiences going and leave a lasting impression.

4. Promoting a product in an original way

Brands can broadcast messages via each stage of a competition. The home page, for example, highlights a theme, prizes to be won or a new product. The gamified mechanics or the results page encourage people to visit the website or a product page to find out more about the offers.

To increase the chances of participants visiting the site at the end of the operation, it is possible to give away promotional codes via an instant prizes system. By taking part, players can immediately see if they have won something, and can use the promotional code directly by visiting the site.

Here are a few examples of competitions to promote a product:

  • The Gift Finder asks participants to fill in a personalised questionnaire. At the end of the operation, they find out which gift or product is ideal for them.

  • The voting mechanism makes it possible to highlight products while collecting product preferences from its audiences.

marketing competitions survey

5. Mark an important event

Marketing competitions can support a communication campaign around a major brand event. To ensure that the operation performs well and achieves its marketing objectives (lead recruitment, engagement, conversion, etc.), the various stages of communication surrounding the operation must be respected.

First of all, it’s important to tease out the forthcoming operation to ensure that it attracts traffic at the time of launch.

Then it’s a question of animating your audiences during the event. There are several ways of doing this, depending on the type of event:

  • For a trade fair or festival, the company can offer tickets to be won beforehand by means of random drawing, but it can also offer prizes to be won on the spot with a Wheel of Fortune, for example.
  • Is a brand celebrating its birthday? Now’s the time to delight its customers and fans with a fun event that makes a lasting impression by offering prizes to be won over a given period.

6. Support a promotional period

Are the sales, Black Friday or exclusive private sales days for loyal customers just around the corner? This is the ideal time to launch an operation to boost sales and maximise conversions.

Marketing competitions can serve several purposes:

  • Attract customers to the website by offering them the opportunity to take part in a game on the theme of sales to win discount vouchers via their social networks.
  • Doing drive to store (in-store use of discount coupons won online)

Get even more sales by stimulating post-purchase (participants can earn additional discounts by uploading their proof of purchase).

7. Finding new customers

Marketing competitions and lead generation go hand in hand. In fact, this objective, which has been widely pursued by brands throughout the year, is now a sensitive one, against a backdrop of the end of third-party cookies and the protection of personal data.

Marketing competitions are an effective way of recruiting qualified leads and attract new customers. By offering attractive prizes, the brand encourages prospects to get involved.

On the other hand, competitions increase brand visibility by encouraging participants to share the competition with their network, which can attract new prospects and potential customers.

8. Get to know your audience better

Marketing competitions are an effective way of collecting qualified data on participants.

By asking participants to fill in a registration form to take part in the competition, it is possible to obtain valuable information about their preferences and interests. By including optional questions, you can gather more specific data about their consumer habits. customer database is enriched. It is also possible to personalise future marketing campaigns and better understand the needs of your target audience.

Please ensure that you comply with data protection laws and clearly inform participants about the use of their data in accordance with the confidentiality policy.

9. Building customer loyalty

Marketing competitions can also be an effective tool for building customer loyalty. By offering exclusive competitions to loyal customers, the brand encourages them to stay involved and continue interacting with its products or services.

Competitions can be designed to reward loyalty by offering exclusive benefits or free products, for example. This can help to strengthen the relationship by creating a sense of belonging and mutual esteem.

Competitions can also encourage customers to share their experience with their network, which can lead to greater visibility for the brand and attract new customers.

10. Leading your teams internally

Marketing competitions are not just for brands and companies selling products or services. They are also very useful in internal communication. En effet, ils permettent de :

  • Training employees using quizzes
  • Boost group cohesion (like digital team building) through a participative game or team game
  • Encourage productivity by challenging people via an open poll, such as an idea box.

Taking the temperature of well-being at work via a survey

Conclusion

In conclusion, marketing competitions offer many advantages to brands. They can increase visibility, go viral, get a message across, promote a product or mark an important event. To find out more, discover 8 tips for a successful interactive campaign!

Would you like to find out more about marketing competitions?

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Gamification, the driving force behind successful marketing campaigns

Gamification, the driving force behind successful marketing campaigns

by | Mar 31, 2023 | Audience engagement, Captivate the audience, Collect data

Maketing gamification means creating interactive experiences to catch the attention of audiences, collect data and activate it.

Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

What exactly is gamification marketing

This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

We will now look at the benefits of gamification for advertising strategies.

The 4 benefits of marketing gamification

Catch the attention and getting to be known

The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

Engaging audiences

It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

 

game marketing data collection

Boost conversions

Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

Collecting and activating data

By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

Lead recruitment guide

Conclusion

In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

Would you like to find out more about the schemes described in this article?

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Our advice for a successful interactive campaign

Our advice for a successful interactive campaign

by | Feb 27, 2023 | Captivate the audience, Collect data, Media

Every marketing plan, whatever the sector, starts by defining its objectives. These can be many and varied: raising awareness of your offer, increasing sales, etc. To achieve these objectives, it is customary to plan several marketing campaigns of different kinds throughout the year. Here, we’re going to take a look at marketing gamification.

This type of advertising tool has stood the test of time because of its many advantages: variety of mechanisms, great capacity for personalisation according to objectives, simplicity of distribution. But to achieve a tenfold increase in performance compared with more standard campaigns, it is important to be aware of a few essential best practices.

Here are 8 tips for a successful interactive campaign, from conception to delivery to audiences.

 

SUMMARY

  1. Take the time to choose the right game mechanics
  2. Optimise the entry form
  3. Adapt the look of the operation to your world
  4. Choose attractive prizes
  5. Spread your campaign using outbound marketing
  6. Highlight the campaign on your website
  7. Boost your performance through media coverage
  8. Capitalise on data activation to increase your ROI tenfold

1. Take the time to choose the right game mechanics

Marketing gamification brings together a number of techniques, which can be adapted to suit your needs. From simple forms to more elaborate scenarios, the possibilities are endless! Here are a few examples of concepts:

  • Animation, qualification: to capture the attention and spend time with your audience while standing out from the crowd, you can offer a score-based competition. The aim is to achieve the best possible result to enter a prize draw. It is also possible to offer a quiz to raise awareness and qualify participants.
  • Lead generation and conversion : to maximise conversions, it is possible to offer an animation enabling audiences to find out immediately if they have won a discount voucher. The game mechanics that work best are the wheel of chance, scratch cards and the one-armed bandit.
  • Product preference, data collection (first party, behavioural): there’s nothing like a shopping list (the participant chooses their favourite product in a gallery) to collect valuable information about potential customers. They are then redirected to the product page on the website.

Each mechanism must be adapted to the brand’s universe and image.

2. Optimise the entry form

The entry form is at the heart of the system. In today’s context (cookieless world), it makes it possible to collect first-party data while rewarding visitors for their participation.

To ensure qualified data collection, there are certain principles that need to be respected if you are to achieve your objectives, particularly in terms of volume. A visitor’s attention span depends on the balance between the information you are prepared to provide and the result (gain) you hope to achieve. The form must therefore be sufficiently complete, but care must be taken not to overload it.

A few practical tips:

  • 1 field (email): better transformation, but no qualification
  • 2 to 3 fields: the form is optimised, with a conversion rate of around 70% and a good level of qualification
  • More than 5 fields: the form is poorly optimised and has a 50% chance of converting. Visitors will leave before taking part. To gather more information, it is advisable to add a 2nd qualification form a little further down the site.

3. Adapt the operation’s branding to your world

The packaging of the operation is also central to its success. Graphic designs must be adapted to the brand universeThe main elements highlighted on the first screen should be the prizes you can expect to win if you take part.

Different platforms offer different levels of customisation, depending on the resources and knowledge available. Some platforms offer design services. Some also offer pre-configured templates that you simply need to adapt. Others also offer pre-configured templates that simply need to be adapted.

4. Choose attractive prizes

Endowments to attract visitorsand encourage them to get involved. It is very important to choose these and to highlight them in the communications surrounding the operation.

High-tech prizes always work very well with target groups, but depending on the context, you may want to opt for gifts that are consistent with the brand’s universe (offering a product range for a launch, for example).

In the case of instant wins, it is preferable to offer smaller prizes that will boost conversion, such as discount vouchers, gift vouchers, free delivery, etc.

mediatisation marketing campaign

The interactive campaign is ready. But in reality, only part of the work is finished. Most of the effort has to be devoted to the dissemination part, to be able to hope for a high-performance ROI. This has an impact on costs, which are higher for distribution than for configuration. We take a look at the best practices for each of the following areas mode of distribution.

A quick reminder before we start: an interactive campaign can be cross-channel. Cela veut dire qu’elle peut techniquement être diffusée partout, soit via une url (partagée ou cliquable), soit intégrée à une page web par exemple.

5. Distribute your interactive campaign using outbound marketing

The operation can be announced in advance of its launch (teasing) to maximise traffic on the day it starts. It is very important to maintain regular communication throughout the campaign. At the end of the game, it is important to keep in touch with the new leads collected, thanking them for their participation and congratulating the winners.

The outbound marketing of a campaign differs according to the objectives pursued. To generate traffic to a website or in-store (drive to store), for example, we communicate via emailing sequences and/or posts on social networks. Vouchers can also be added, to be won and used online or in-store. The results in terms of generating qualified leads is even more effective via social networks such as Facebook and Instagram.

6. Highlight the campaign on your website

The inbound marketing is all about offering visitors content that allows them to engage freely (by sharing their data or buying a product, for example).

In the field of gamification, the home page banner of a website is a format that works very well. It catches the eye and makes people want to take part. The visitor attention span on a site is lengthened, which is a key factor in capturing leads. It also helps to shed light on a particular offer or product.

Here is an example of a clickable home page banner:

interactive competition

7. Boost your performance through media coverage

In order to achieve satisfactory results from a campaign, the choice of media coverage is inevitable. The first step is to give visibility, then the possibility to better control the volume of impressions, clicks and leads expected. As a result, media coverage accounts for a large proportion of the total budget for the operation.

Here are a few best practices for optimised, high-performance media creatives:

  • Highlighting the name of the operation, the prizes and the swipe up for stories.
  • Light background
  • Text elements smaller than the visuals, and above all lighter (no more than 20% of the ad)
  • Do not display endowment amounts or your advertisement will be rejected

Here are some good media practices in general:

  • Customise targeting according to criteria such as age, interests, fans, subscribers, lookalike audiences, etc. You can exclude lists from your database if necessary.
  • AB testing on targeting, graphics, content and creative
  • Daily analysis of campaigns to optimise them and boost performance in line with results
  • Place a tracking pixel via the solution chosen to set up the campaign. This identifies the transactions made on a website via the campaign participants. This is a highly effective way of measuring the sales generated by the campaign and calculating ROI.

    8. Capitalise on data activation to increase your ROI tenfold

    By making the most of the data collected, it is possible to send personalised promotional offers all year round for future targeted campaigns. Capitalising on the proprietary data collected can boost the ROI of a campaign tenfold. Solutions generally include CRM tools that are 100% personalised and integrated with your own CRM tools, for immediate and automated reactivation (targeted advertising based on product preferences).

    To conclude, it is important to remember that 80% of the work on your interactive campaign lies in preparing the distribution plan. In a nutshell: without a distribution plan, there’s no data, and therefore no results. Would you like to find out more about our solutions for creating and distributing interactive marketing campaigns?

    In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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    Maximising conversions: 4 effective methods

    Maximising conversions: 4 effective methods

    by | Feb 14, 2023 | Audience engagement, Conversion

    In the context of a marketing strategy, the issue of conversion is crucial. Indeed, to convert means to achieve a set goal. This goal varies depending on the activities. Maximising conversions can mean boosting sales or increasing foot traffic in stores.

    Today, marketing teams must be increasingly resourceful to achieve their conversion goals. The volatility of visitors makes the issue of retention very challenging. Advertising saturation distorts the online commerce landscape. These are just a few of the challenges that must be overcome to ensue a step-by-step response to the main conversion issues.

    In this article, we invite you to discover four effective methods to maximise conversions while standing out from the competition.

    SUMMARY

    Boost revenue with promotional codes

    Catch the attention: a strategic challenge

    Opportunities to generate visibility and boost traffic towards a website, store, are numerous. In fact, the launch of a product, a new collection, private sales, a brand or seasonal highlight can be part of this.

    In the current contest of advertising saturation, successfully capturing attention of potential customers who arrive on a page is a strategic challenge. Next comes the question of increasing the time spent on the page. It is possible to draw them in with an advertising campaign to which they are not accustomed. For this type of objective, the interactive formats prove to be an excellent compromise between originality and ease of implementation.

    The first method, the simpliest to conceptualize and implement, is a campaign broadcasted on the brand’s communication channels (social media, newsletter, etc.). To access it, the visitor is redirected to the homepage or a page on the website. On this page a competition game mechanism is set up. Allowing, for example, participants to try and win a discount voucher to be used immediately on the site (instant win system). This type of operation allows influencing the purchasing act and therefore maximizing sales.

    Media coverage for campaigns

    It is possible to go even further in performance through the mediatisation of these marketing campaigns on social media. With a boost in post visibility, personalised targeting, etc.

    Here are some examples of inspiring marketing campaigns that have allowed brands to achieve their conversion goals.

    The brand TAO (Tape à l’oeil) chose to offer a Wheel of Fortune. To celebrate its 29th anniversary. It was an opportunity to reward everyone with a 100% winning instant win game. The vouchers offered at the end of the campaign promote traffic to the site and impulsive purchases.

    As for Aushopping, the choice was made around the back-to-school season to engage their audiences with a Catch All and a scratch card game. It was about winning gift cards instantly. The brand was able to collect qualified data to activate throughout the year while spending time with visitors.

    Focus on post-purchase to drive even more sales

    Capturing leads through an attractive marketing operation engages the participant in a process of commitment from which both the participant and the brand benefit. Engagement is a twofold concept. Involving a prospect in a marketing interaction allows them to regain their decision-making power (for the donation of their time and personal data), while also offering them a reward.

    How to influence purchasing journeys in a less intrusive way?

    By transforming a passive visitor into an active lead who may or may not engage in the advertising campaign. From the brand’s perspective, engagement directly serves conversion (impulse purchases collect zero-party data which is the “clean gold” of tomorow’s marketing, through the participation form, etc.)

    For the second method, what if we told you that a marketing campaign is also very important after the purchase? When we imagine having to scan your the receipt at a kiosk upon leaving the store to win gift vouchers, it resonates with everyone. And what if this type of setup could be easily installed on your website, social media, etc?

    The purchase requirement mechanic

    Leading up to Easter, Lindt decided to launch a campaign focused on increasing sales. Participants were invited to enter the code printed under their chocolate bunny into a form. The brand was able to offer attractive prizes to some lucky owners of the golden bunny. Players could also choose not to enter a code and simply play a game Hiden Object to return later with their bunny and their code. This purchase-required mechanic allowed the recruitment of nearly 40,000 participants, with 8,000 codes used. This results in a conversion rate of 20%!

    You don’t sale golden bunnies? No worries, the code can simply be printed on receipts, flyer, etc.

    In a slightly different concept, Flunch offered a 100% winning campaign with an original concept. Participants could play a one-armed bandit to win a voucher and discount tickets for drinks or other products. Once at the checkout, they could retrieve a code that allowed them to enter a draw to win a trip to a sunny destination. The game enabled the brand to boost its sales by creating a desire to purchase.

    Marketing automation: adding interactivity to sequences

    The email automation at the center of marketing strategies, is often perceived by audiences as an intrusive advertising process. However, email remains the preferred communication channel between brands and consumers for the French! It is essential to offer more impactful emails that stand out from the competition.

    To introduce this third method, we invite you to discover some scenarios to maximize conversions through marketing automation.

    Focus on engaging scenarios

    In a strategy for onboarding new scenarios for example, it is interesting to include impactful elements, such as scratch-off promo codes to be used for the first time purchase, in welcome emails.

    It is also possible to include a fun personality quiz in emails that collects product preferences (stored directly in a CRM). At the end of the operation, it will be possible to distribute promo codes to encourage purchases. This allows for automatic customer loyalty management. Some solutions allow for retargeting emails to be sent directly through the platform. This provides brands with a complete system connected to their CRMs, and fully automated.

    Indeed, as for customer loyalty, it is a long-term process. It helps boost sales throughout the year (customer birthdays, post-purchase operations, private sales, etc.).

    Here is an example of an automated marketing campaign that puts gaming at the heart of the initiative:

    At DejBox, once the order is placed, the customer automatically receives an email granting access to a game without a form (JWT technology). The objective is to encourage the customer to return after their first order, through a system of discount vouchers offered at the end of the game.

    Live Shopping: converting qualified audiences and maximising conversions

    How to refresh the formats offered to audiences in the face of the advertising saturation felt by internet users?

    To illustrate the fourth method, we invite you to discover the Live Shopping format and how it can be adapted to various marketing contexts.

    What is Live Shopping?

    Now indispensable, this new marketing format was born in 2020. In response to the course of retail locations, retailers chose interactivity to recreate the connection between consumers. This original experience addresses several issues in the retail sector today:

    • The promotion of new products in an era of advertising saturation
    • The boost in sales during increasingly frequent prootional periods, which attract less and less.
    • The restoration of the relationship with customers in the digital age, allowing for the removal of barriers to online purchasing.

    How does it works?

    1. Before the live session, we collect registrations from those interested in the brand, and the product is highlighted
    2. During the live session, we capture attention, engage the audience and make a lasting impression
    3. After the live session, we engage participants by offering them targeted content.

    A Live Shopping operation is an utlra-engaging experience. It therefore features a highly qualified audience, with a conversion rate more appealing than that of traditional channels.

    There are solutions today that can help capture qualified audiences through interactive formats. These are offered to participants during the live session (social gauges, polls, quizzes, raffles, etc.). The prizes offered at the end of the session boost registrations and help maximize conversions.

    During the live session, game formats can be integrated into the brands initiatives to collect real-time product preference data. This allows for feeding retargeting campaigns post-event. It’s an effective way to direct traffic to product pages and boost sales after the live event.

    Would you like to lean more about the strategies presented in the article to maximise conversions.

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