Over 30,000 views a month as confectionery brand Chococam gamify all aspects of their business
Success Stories
Chococam, owned by parent company Tiger Brands Limited, is a Cameroonian agri-food business manufacturing chocolate and confectionery.
Chococam has annual sales of approximately CFA 18 billion (€28 million/ CHF 45 million) and employs roughly 300 people. Its products, including Mambo, Big Gum, and Bonbon Kola, are distributed across Cameroon, as well as Central and West Africa.
The challenges
🎯 With Chococam operating on an international scale, and working with multiple brands in its portfolio, their objectives were multifaceted.
Specifically, they were looking to:
- Raise awareness for their various brands
- Distribute prizes to create excitement and customer loyalty
- Amplify their commitment to corporate social responsibility (CSR)
- Drive employee engagement
📱 Games and gamification experiences “by Drimify”
All business challenges fundamentally boil down to how effectively you’re able to engage audiences and utilise their attention, and in that regard – no matter the goal – gamification is the most effective means of capturing it, retaining it, and redirecting it to achieve desired outcomes.
As such, Chococam opted for a Drimify plan to gamify across business functions.
Raising brand awareness and fostering loyalty while promoting CSR
Chococam launched a Big Gum-branded Quiz tying into a national Cameroonian youth festival, giving away cash, edutainment cards, and polo shirts to the top performers every day, and allowing the top 20 at the end of the campaign to participate in a live grand final for a chance to win 1 of 3 laptops.
This was an incredibly successful gamification campaign. On its busiest day, this game was played over 1,500 times, and across the whole campaign, it was played 11,320 times.
By rewarding players for their general knowledge, and distributing prizes like computers to younger generations, it shows them as a socially responsible company and a positive influence on their markets. After finishing the experience, players were then invited to follow Big Gum’s social media channels.
Using key dates to engage customers and raise brand awareness
For luxury, high end chocolate brands, and those that are marketed to adults, Valentine’s Day is a key date in their marketing calendars.
To make the most of this occasion for their Mambo chocolate brand, Chococam used Drimify to create a digital Scratch Card, which players could access through a QR code on special Mambo Valentine’s Day boxes, giving them the opportunity to win numerous “romantic” prizes ranging from meals and cinema tickets, to picnic baskets and trinkets.
The QR code – which can be easily generated within the Drimify platform – allows marketing games to be embedded on physical real estate – in this case, a limited edition product – allowing them to add an extra bit of excitement to a gift.
It also creates an additional layer of engagement after the point of purchase to boost loyalty and create positive associations with the brand.
Gamifying internal communications for team engagement
On the internal communications side, Chococam have customised an internal Quiz to create engagement with their teams. The subject matter was general knowledge, and the top 45 performers were rewarded with prizes.
The enabling of the leaderboard and more fun-focused nature of the game is a great way to stoke the competitive natures of employees, and is beneficial for team building and developing a positive corporate culture.
Results and KPIs
Key figures 🚀
- More than 30,000 monthly views of active gamification campaigns
- Multiple 90%-plus engagement rates achieved on best performing campaigns
Objectives achieved 😎
- Chococam’s brands promoted both externally and internally
- Customer loyalty secured through well thought out marketing games to create positive brand associations, and strategic invitations to follow social channels
- Big Gum’s reputation for CSR boosted by rewarding younger generations for being knowledgeable with prizes like computers
- Teams engaged and rewarded contributing to a positive corporate culture
Want to know more?
Your ideal Drimify plan
Your Drimify plan
Drimify is the no-code gamification platform for engagement and loyalty. Whether as a standalone solution or integrated effortlessly into existing systems, access a rich catalogue of customisable gamification experiences ready to plug-and-play, along with exclusive features like the Dynamic Path™ and the Combo™ for more immersive user journeys. Supercharge engagement across your operations and drive business growth.
The Strategy Pack
Enhance your approach to audience engagement with expertly crafted strategies. Our DrimTeam of gamification experts collaborate with you to plan and seamlessly supercharge your project, optimising every touchpoint across the user experience. Let us help amplify your success with our proven tactics and innovative digital experiences.
The Assistance Pack
We work together, setting up the experience with you (or for you), providing expert guidance and technical integration assistance, refining and optimising your gamification experience right through final validation to project completion. Ideal for those looking to save time, gain peace of mind, or learn how to get the most from the platform.
