Over 29K customers play Mont Roucous Water’s gamified sales and branding campaign in first quarter
Success Stories
Mont Roucous is a European brand of mineral water taken from a spring at an altitude of 1,000 metres in the Haut-Languedoc national park within the Aveyron, Hérault, and Tarn departments of France.
Due to low levels of minerals and sodium, Mont Roucous is deemed especially suitable for infants by the French government.
The challenges 🏞️
Mont Roucous are always doubling down on their reputation for being suitable for all ages. This is in large part why their slogan goes: “Water for mothers and babies,” and is an aspect they’ve leaned heavily into in their branding, even featuring babies on their packaging.
They were looking for a more interactive and memorable way to reinforce this association with their customers while driving sales to new parents.
Breaking it down into components, Mont Roucous were looking to:
- Drive up sales
- Grow their mailing list
- Reward customers with branded but useful prizes
- Cement their reputation in the market as “The” bottled water brand for babies and mothers
📱 Games and gamification experiences “by Drimify”
Mont Roucous opted to use the Drimify gamification platform to create a marketing tool capable of qualifying entries and distributing prizes.
For them, the solution was a customised Spin the Wheel game, accessible only by people making valid purchases.
Anyone buying a 6X 1L pack of Mont Roucous water could enter the expiration date and batch number on the data collection form to gain access, and potentially opt-in to their marketing newsletter to be made aware of other offers.
Optimising the user experience for maximum KPIs
They would then spin for a chance at a prize, and if they won, would then (and only then) be sent to a second data collection form to input their delivery address.
The reason for this is that a longer form can harm KPIs, as too many fields to fill in can lose participant attention. However, once someone’s won, they’ll happily fill in additional fields so they can claim their prize.
A prize suited to the target audience
The prizes were special limited edition baby bottles – a partnership between Mont Roucous and Le Biberon Français, a popular baby bottle brand.
This is both practical for the target audience, desirable in that it’s a partnership with a trendy brand, and at a price point where Mont Roucous could distribute them in significant numbers over a year-long campaign (but not so significant that it doesn’t still maintain an air of exclusivity).
Results and KPIs
Over the first quarter of the campaign:
Key figures 🚀
- 29,042 participations in campaign’s first 3 months by qualified customers who made a legitimate purchase
- 595 baby bottles awarded to customers 🍼
- 63% customer engagement rate
Objectives achieved 😎
- Sales increased directly through the promotion offering a chance to win a Mont Roucous X Le Biberon Français bottle 📈
- Useful branded merchandise circulated that cements the association between Mont Roucous and babies whenever it’s in use
- Big uptake in marketing newsletter opt-ins because when you’re the brand delivering chances to win prizes, people want to be kept in the loop
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