Food Retail
E-Commerce
Lindt & Sprüngli
Lindt & Sprüngli, a global leader in premium chocolate manufacturing, leveraged Gamification Marketing to increase digital engagement, newsletter double opt-in (NL DOI) signups, and direct-to-consumer (D2C) e-commerce sales. By implementing impactful and engaging Gamification mechanics and campaigns into their existing marketing strategy, Lindt & Sprüngli successfully differentiated themselves in a crowded market and drove business growth.
18%
14.000+
25%
The Result
Increased Sales Conversion Rate
Lindt & Sprüngli’s D2C e-commerce strategy, incorporating a Gamification Marketing approach, successfully increased sales conversions by 18%, directly contributing to revenue growth and overall marketing success.
Increased DOI Newsletter Signups
Gamification Marketing led to an increase in the number of unique leads and NL DOI signups, significantly expanding Lindt & Sprüngli’s customer database for future targeted campaigns and personalized communication. So far, over 14,000 unique leads have been generated, of which 25% additionally signed up for Lindt & Sprüngli’s newsletter via a double opt-in process.
Increased Digital Engagement
Interactive and engaging Gamification Marketing campaigns led to high digital engagement rates. The average game completion rate of 95% and engagement time of 65 seconds indicate strong user interest and engagement, supporting the building of brand loyalty.
Lindt & Sprüngli
Lindt & Sprüngli is a global leader in the premium chocolate sector, offering a wide range of products that delight consumers worldwide. Known for its exceptional quality and innovation, the company has a rich history dating back to 1845. Today, they operate in more than 120 countries and continue to expand their market reach. Lindt & Sprüngli’s commitment to excellence and tradition is evident in every aspect of their business. From sourcing the finest ingredients to the meticulous crafting of their chocolate products, the company ensures that each creation reflects its dedication to producing the best chocolate in the world.
The Challenge of Lindt & Sprüngli
In the competitive FMCG sector, Lindt & Sprüngli faced significant digital marketing challenges in D2C e-commerce and social media.
The e-commerce team’s primary objective was to drive higher sales conversions and expand their D2C share. They needed to implement innovative and compelling campaigns that incentivized purchases and maximized online sales.
On the social media front, the goal was to boost digital engagement and increase the generation of NL DOI signups. This required a distinct strategy tailored to social media’s unique dynamics. The social media team needed to create interactive content that captivated users and motivated them to subscribe to the newsletter, thus building a high-quality subscriber base.
“What I appreciate most about working with BRAME is the drag and drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.”
How BRAME Helped with Gamification Marketing
To address Lindt & Sprüngli’s strategic goal of increasing their D2C share, a targeted approach was adopted within the e-commerce domain by implementing Gamification Marketing. The e-commerce team focused on creating impactful and engaging Gamification Marketing campaigns specifically designed to drive sales conversions. Gamified mechanics, such as the Spin the Wheel game, were integrated into Lindt & Sprüngli’s digital platforms, allowing customers to engage in marketing games where they could win vouchers redeemed in the online shop. This strategy heightened user engagement and directly incentivized purchases, which led to significantly higher sales conversions.
In parallel, Lindt & Sprüngli employed a distinct Gamification Marketing strategy on social media to boost digital engagement and generate NL DOI signups. Interactive and engaging marketing games captured the audience’s attention and encouraged participation. This gamified content built more impactful and substantial connections with the audience and effectively converted social media interactions into valuable NL DOI signups, enhancing the effectiveness of Lindt & Sprüngli’s lead generation efforts.
The Results: 18% Higher Sales Conversion and a Newsletter Double Opt-In Rate of 25%
Lindt & Sprüngli successfully implemented Gamification Marketing through two major Easter campaigns, incorporating engaging and interactive Gamification mechanics that significantly increased digital engagement, NL DOI signups, and D2C e-commerce sales.
Gamified E-commerce Promotion Campaign: Spin & Win
Lindt & Sprüngli introduced the Spin & Win marketing game on their website to drive online D2C sales. Website visitors played the game to win discount codes, which they could redeem in the online shop.
The Gamification campaign’s effectiveness was evident in an A/B test, where 50% of website visitors who accepted cookies saw the game banner, while the other 50% did not. Those who interacted with the game showed a significant uplift in performance, with an 18% higher sales conversion rate. Moreover, the game achieved a 97% completion rate and an average engagement time of 79 seconds per user.
By aligning the Gamification Marketing strategy with sales objectives, Lindt & Sprüngli enhanced their online D2C revenue performance and significantly improved their D2C margins, reinforcing the importance of e-commerce as a profitable sales channel.
Gamified Social Media Sweepstake Campaign: Find the Egg
To raise digital engagement and generate NL DOI signups on social media, Lindt & Sprüngli launched an innovative marketing game called Find the Egg. The game was promoted primarily through social media channels such as Facebook and Instagram and encouraged players to find out which Lindt & Sprüngli Gold Bunny was hiding the Lindor egg with the chance to win a CHF 200 voucher.
Upon game completion, players had to sign up with their email addresses for the sweepstake, with the option to subscribe to Lindt & Sprüngli’s newsletter. After a successful signup for the sweepstakes, players received an additional 15% discount code.
The Gamification campaign generated over 14,000 unique leads, of which 25% additionally signed up for Lindt & Sprüngli’s newsletter via a double opt-in process. The rapid increase in Lindt & Sprüngli’s newsletter database was critical in effectively communicating its new loyalty program and ensuring its successful launch.
Lastly, it successfully increased digital engagement on social media, with a remarkable 93% game completion rate and an average engagement time of 50 seconds.
Looking Ahead: Lindt & Sprüngli’s Future Gamification Marketing Strategy
Lindt & Sprüngli plans to continue leveraging Gamification in its future marketing strategies. New campaigns are being developed with the retail team to increase in-store foot traffic and sales conversions. These initiatives present a significant opportunity to further increase Lindt & Sprüngli’s offline retail performance.
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"We became more cost-efficient and the drag and drop Builder is just awesome!"
See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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