CHALLENGE

Combining with market trends, provide a social-driven interactive marketing solution based on a flexible membership benefits.

OBJECTIVE

To be creative and socially communicative in terms of campaign mechanism or image presentation. Campaign mechanism should meet a. Old member rengagement b. New member recruitment

INSIGHT

The product knowledge in campaign can enhance the new product education & deliver the campaign concept to increase participation. By setting up game levels for ultimate physical prizes, KOC members were encouraged to participate in the campaign and promote user activity. Coupons are set as prizes to promote product sales. MGM brings potential customers.

SOLUTION

Campaign mechanism: Combined with the campaign theme "Explore the City in Motion", members were invited to complete simple levels to unlock 5 city style cards (city + product + product description) cards to win the ultimate extra prize.

Rules: To enter the campaign, users must become a Decathlon member. In the campaign, users can collect city cards in 3 ways: registering as a member, quizzing and MGM.

HIGHLIGHT

In this campaign, MGM is highly enhanced. 60% of the campaign process can be completed through quizzing  which made it easier to collect city cards.  The total level number was set to reduce the difficulty of completion. The campaign process was also simplified to encourage participants to complete the entire card collection through MGM.

PERFORMANCE

The engagement conversion rate was 62%, with more than half of the overall visitors to the page having a desire to participate. The number of people who completed the collection of 5 cards accounted for 30% of the overall engagement. The number of participants gradually increased in the early stages of the campaign, particularly on holidays. More than half of participators tried to complete the collection by MGM. 92% of the participators invited more than 2 friends. Invited participators were enthusiastic about the campaign, with 23% of invitees participating in the campaign and a completion rate of 39%.