Social networks have transformed the way brands communicate. Influencer marketing is adapting to these new codes and is focusing on levers such as gamification, interactivity and influence.
The brands that come out on top are those that take advantage of these levers to create engaging campaigns. This is true for Celio, the men’s ready-to-wear brand.
In the run-up to Father’s Day 2023, Celio has organised a campaign which combines the ingredients we’ve mentioned. La caisse des Pères combines gamification, interactivity and influencer marketing in collaboration with content creator GMK.
Launched via our gamified marketing platform, we take you behind the scenes of an original and effective competition. You’ll also find some practices for launching your own campaign.
La caisse des Pères: a perfect example of an influencer marketing campaign
To celebrate Father’s Day and promote its collection of t-shirts created for the occasion, Célio opted for a marketing game. The principle was simple: participants had to :
- follow Celio and influencer partner GMK on Instagram.
- like the publication presenting the competition.
- comment on it and then share it with two of their friends (or re-share the post as a story).
For the version of the competition on the Celio website (and not on social networks), participants had to fill in a form. In-store, the brand’s customers could simply scan a QR code to go straight to the entry form.
The prize for this no-obligation competition is a second-hand (77,990km) 2017 Audi RS6 avant performance 605, registered in France and with a street value of €81,900.
And the results are in: in just 3 days, 780,000 people signed up for the competition and Celio’s Instagram account registered over 800,000 new followers! It’s an example of an original marketing campaign that results in a boost in visibility and engagement!
Marketing game mechanisms to borrow from Celio
If Celio’s competition has had such a huge impact, it’s 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.
Above all, it’s because it has an understanding of gamification mechanisms to apply to a campaign. You can take inspiration from this by following the practices that have been applied for this game.
Choosing the right prize
The success of a competition depends on the appeal of the prize. In the case of Celio, the brand had put a car up for grabs, presented as every father’s dream car. Valued at over €80,000, the prize is tempting indeed.
What’s more, to maximise the impact of its campaign, the brand teamed up with an influencer specialising in sports cars. The community that was redirected to Celio’s competition was obviously interested in the chance to win an Audi.
Simple (for participants) and effective (for the brand) participation conditions
As mentioned above, the Celio competition was open to everyone, with no obligation to buy. So you didn’t have to buy from the brand to win the car. Celio is thus widening its audience and proving its generosity (in exchange a gift, it expects nothing more than a strength on the networks or the sharing of personal data).
In addition to its marketing campaign on Instagram, Celio also ran its competition on its website via a form. This was an effective strategy, as it was easier for the brand to implement. While at the same time allowing it to redirect participants to its site (and encourage them to place an order).
So it kills two birds with one stone and collects more :
- visibility and engagement on its social networks;
- traffic to your website and potential sales.
A multi-channel competition for even greater impact
In addition to the very accessible participation conditions, Celio succeeded in multiplying the impact of its marketing campaign 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.
This multi-channel strategy makes it possible to reach a larger number of potential participants. 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.
Influencer marketing: an effective lever for your marketing games?
The great strength of Celio’s original competition was also its partnership with an influencer. Comme on l’a déjà mentionné, le choix de GMK est particulièrement judicieux puisque sa communauté est naturellement intéressée par le lot à remporter, et donc plus susceptible de participer.
But above all, with almost 4 million followers on Instagram, Celio is considerably increasing the reach of its marketing campaign among an audience of young men who are a good match for its buyer persona.
The partnership with GMK was not limited to announcing the marketing game, as the influencer regularly posted updates on the random drawing and the discovery of the car by the winner and his father. Celio has perfectly understood how to maximise the impact of influencer marketing.
The brand is banking on a privileged, long-term partnership with the content creator. And she’s taking advantage of GMK’s publications to tease a new competition in the near future to win another car!
Want to launch your own gamified marketing campaign? Discover our solutions for creating a marketing campaign as powerful as Celio’s.
