5K Clarins employees adopt internal comms app per gamified campaign
Success Stories
Clarins is a multinational cosmetics company committed to a vision of “responsible beauty, throughout the world.”
Their first beauty institute was opened in 1954 by Jacques Courtin-Clarins, and today, Clarins operates in more than 150 countries through high-end department stores and luxury retailers.
The challenges
🎯 Clarins’s internal digital infrastructure has multiple channels to drive employee engagement and connect their teams to more aspects of the business, including the Clarins Inside app – an app to keep employees up to date on all things Clarins.
However, just having apps doesn’t guarantee employee buy-in. Getting people to opt-in and engage with these apps, and learn what value they can offer, is how to get them to deliver on their potential.
Their goals broke down to:
- Actively getting employees on the Clarins Inside app at different times of the year
- Facilitating the discovery of Clarins Inside’s different features to promote adoption of the app, and retain app users
- Building an employee audience to fulfil ongoing HR objectives
📱 Facilitating discovery across the Clarins Inside app
Clarins has been using Drimify to create gamified campaigns to support the Clarins Inside app every six months since its inception to push adoption.
They create a winter edition and a summer edition for engaging new employees and re-engaging existing employees who may not have bought into the app yet.
For the first few iterations of the Inside Games, Clarins created a series of connected (but separate) games integrated inside the app. With every game played, interactive content educated participants about a different aspect or functionality of Clarins Inside.
Using gamification experiences for more effective campaigns
While this was effective, to elevate the Inside Games editions, they took advantage of Drimify’s Dynamic Path™ experience builder to deliver a more seamless and immersive user journey. First utilised on a winter edition of Inside Games, this linked all the games together as levels or steps, giving the campaign greater cohesion.
With all the game engines used for the experience having point-scoring mechanics, the global leaderboard feature was activated, allowing players to see where they were in overall standings, making it a competition to sustain engagement over the period.
At the end of the two-week experience, the accumulated points could be traded in for prizes, and to keep employees focused right up to the end, the final game counted for double points (so they could trade them in for even better prizes).
Learning from one gamification project to improve the next
Clarins repeated the format with the Dynamic Path™ for their subsequent summer Inside Games experience. However, by making subtle tweaks to the format based on data provided by their winter Dynamic Path™, Clarins achieved better KPIs, which correlates to more staff engaging with (and ultimately adopting) the app.
Gamification works best long-term, because every user action generates a data point to inform the next project, so whether the first attempt exceeds expectations or completely blows them away, gamification will always find room to improve (and unlike other engagement strategies, it’ll give you the numbers to figure out how).
Results and KPIs
Key figures 🚀
From the Clarins Inside app bi-annual gamification experiences:
- Average of 5K employees playing per campaign
- An average engagement rate of 94%
Objectives achieved 😎
- Improved understanding of the Clarins Inside app through gamified discovery
- Higher app usage rates than pre-campaign levels after both campaigns, showing the effectiveness of bi-annual gamification experiences for app adoption and user retention
- Thousands of Clarins employees better engaged in the bigger vision of the company
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