Fashion brand Jennyfer engage over 107K customers with “phygital” gamification campaign
Success Stories
Don’t Call Me Jennyfer is a popular French ready-to-wear clothing brand operating 400 stores worldwide, with more than 200 of those located in France. It’s aimed at younger women, and is the market leader in France in the 10-19-year-old demographic.
The challenges
🎯 Jennyfer were looking to put on a unique marketing campaign that would put a spotlight on the brand, and have a huge impact on their demographic.
Their challenge broke down into 4 distinct goals:
- Deliver a “phygital” experience that makes the most of their physical locations while still boosting their digital channels
- Drive future sales and average basket sizes
- Reward and inspire their customers
- Get new eyes on their brand
📱 Games and gamification experiences “by Drimify”
Jennyfer’s campaign was built on the conversion of areas in their stores to resemble American-style fast food restaurants – this was the unique, attention-grabbing aspect that sparked widespread curiosity.
Additionally, they opted for a Drimify gamification campaign to help distribute a variety of prizes – from premium experiences like VIP concert tickets and even a holiday to the US to incentivise participation, to a range of Jennyfer gift cards and discount codes to encourage future purchases and higher average baskets.
From November 15, right up to Christmas Eve, any customer who purchased a gift card or a limited edition Christmas Menu Collection item – either instore or online – would be directed to a one-time play on the Jennyfer Instant Win game.
“Phygital” campaigns create synergy between online and instore
The Christmas Menu Collection involved packaging items in fake food boxes – a hat and glove combo in a burger box, a 3-pack of socks in a pizza box, etc. – playing into the theme of areas in their stores resembling US-style fast food outlets.
This experiential aspect creates considerable novelty and hype on its own merit – as people see it on social media, and then come in to see it for themselves and create their own social media content. Then there’s the bonus of qualifying items directing customers to the Instant Win game on the website, exposing them to more branded messaging, and with a range of prizes that can boost sales across their physical and online channels.
The potential customer journeys make the most of both their physical and digital real estate to create sustained engagement, and are always incentivising customers to return to the brand.
Lots of prizes, lots of objectives met
The Instant Win is a simple and fast way to distribute prizes, and can be configured to the requirements of any campaign.
In Jennyfer’s case, the Instant Win game was accessible by a single-use code, and set to the 100% winning game mode – meaning everyone who played would receive a prize. They distributed 11 different types of prize in various quantities – the crown jewel being the trip for 2 to the US – but they also distributed 43,389 promotional codes and around €85,000 in gift cards, heavily incentivising future purchases and bigger baskets.
However, the experiential and gamified aspects of their phygital approach also extended to some of their winning items, with a number of customers winning the opportunity to play Jennyfer’’s version of Shop ‘til You Drop or Supermarket Sweep, where they have 30 seconds to grab whatever items they want – “for keeps” – in a Jennyfer store, making even the claiming of the prize(s) an engaging and fun experience.
Results and KPIs
Key figures 🚀
- 107,946 unique customers engaged and visiting the game
- ~€85,000 of gift cards awarded to qualified customers, fostering loyalty
- 43,389 promo codes distributed to encourage future purchases and bigger average baskets
Objectives achieved 😎
- Higher footfall in stores, more traffic on their eCommerce site
- Don’t Call Me Jennyfer capture more of their demographic by being an exciting and subversive brand
- Significant data collection from thousands of customers
- Extensive social media coverage of the campaign through its experiential aspects
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