Over 90K employee engagements as Clarins gamify their internal comms approach
Success Stories
Clarins is a multinational cosmetics brand operating in over 150 countries through department stores, high-end retailers, and 28 of their subsidiaries.
Founded in 1954 by Jacques Courtin-Clarins’s vision of “bringing beauty and wellbeing to all women,” their business spans the manufacturing and selling of perfume, makeup, and skincare.
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), and the Clarins E-Pro app (for the training needs of beauty advisors).
However, infrastructure only goes so far. Just having apps doesn’t guarantee employee buy-in. Getting people to opt-in and engage with these apps is how to get them to deliver on their potential.
Their goals broke down to:
- Getting employees on the Clarins Inside app and facilitating discovery of its different features
- Encouraging employees to re-engage with their internal apps
- Building an employee audience to fulfil ongoing HR objectives
- Rewarding employees at key times of year
📱 Games and gamification experiences “by Drimify”
Gamification offers businesses a way to capture audience attention and redirect it in a tactical way to discover digital infrastructures, as well as an entertaining way to distribute rewards.
On the Drimify gamification platform, this is amplified with experience builders like the Dynamic Path™ format. They allow you to structure levels of engaging gameplay (using a range of pre-made, customisable game engines), interspersed with multimedia and text content to educate a target audience piecemeal about various topics; or create a digital calendar of instant win games to deliver daily opportunities to win prizes – a recurring lure for re-engagement.
Drimify’s catalogue of game engines are also designed mobile first, and offer easy integration into mobile apps and other digital platforms like company intranets and internal newsletters.
This made it the perfect digital tool to foster employee engagement across Clarins’s various internal channels.
Driving engagement through the “e-pro” app to celebrate key events
In one of Clarins’s most successful internal campaigns, they used the Dynamic Path™ to create a digital advent calendar made up of instant win games – available through the E-Pro app.
Just like the ones full of chocolates from your childhood, these opened up on subsequent days to offer employees fresh opportunities to win prizes, and repeatedly drove employees to the app, keeping it front of mind as a resource at an especially busy time of year.
This campaign was so successful it was repeated, achieving 80,446 plays from 90,360 total views across 2 editions – giving an 89% average engagement rate.
Fostering discovery for the Clarins Inside app
Clarins has been using Drimify to create gamified campaigns to support the Clarins Inside app every 6 months since its inception to push adoption. Repeated gamification conditions audiences, creates anticipation, and ultimately delivers data to help improve your strategy over time and better understand your audience (but more on that later).
For the first 2 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.
While this was effective, for their third edition of the Inside Games, they took advantage of Drimify’s Dynamic Path™ to deliver a more seamless and immersive “Back to School” gamification experience. This linked all the games together as levels on a journey, giving the campaign greater cohesion.
The back to school theme was relevant because it was deployed in September time, when it’s quite literally back to school time for kids, and this internal campaign is encouraging new and old employees alike to engage with the app and learn how it works – essentially inviting them to go back to school. Opening up one game a day, it ran across 2 weeks for 10 games.
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, leveraging competition to sustain engagement over the period.
At the end of the 2-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). This ultimately resulted in 4,391 employees participating in the games from 4,735 unique views, giving a 93% engagement rate.
Learning from one gamification project to improve the next
Clarins copied their own format and used it to promote the 2nd birthday of the Clarins Inside app – but added an extra twist.
In addition to all the other features from the previous game, they encouraged sustained engagement by giving participants a letter for completing each level. Completion of all 10 steps would reveal a code they could then redeem for an additional prize.
In this case, the game was played by 5,330 employees from 5,634 unique views, giving a 95% engagement rate.
By making subtle tweaks to a format that was tried and tested with a particular audience segment, Clarins was able to improve upon an already phenomenal engagement rate.
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 “e-pro” app projects:
- 80,446 plays by employees across its 2 iterations
- An 89% average engagement rate from 90,360 total views
From the Clarins Inside app bi-annual gamification experiences:
- 9,721 employees playing across both campaigns, from 10,369 unique users
- A combined engagement rate of 94% improving from 93% to 95% from project to project
Objectives achieved 😎
- Improved understanding of the Clarins Inside app through gamified discovery
- Surges in active users on their internal apps as a result of gamification campaigns
- Thousands of Clarins employees better engaged in the bigger vision of the company
- Team morale regularly boosted across the business through the regular distribution of entertaining gamified reward mechanisms
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