Orkla is Estonia’s leading food producer, who wanted to promote their new product Topz!.
When a customer enters the store, there are thousands of products trying to get their attention. With advertising, we seek to make our products familiar. The more time a customer has engaged with our brand, the bigger the probability that when they are standing in front of a shelf, they will pick our product.
One of the biggest challenges marketers are facing nowadays is the decreasing attention span. It’s difficult to grab customers’ attention for longer than a few seconds because you’re competing with everything fun, entertaining, and instantly gratifying.
Orkla decided to incorporate the type of marketing that covers all those qualities – gamification marketing. The goal was to engage the target audience for tens of minutes and ensure that they would recognize Orkla’s new product in the store.
Match3 (similar to Candy Crush). A player had to swap branded items to match the same three ingredients. Here’s the game.
Their marketing plan
The campaign period was 1 month. Marketing channels: Facebook, Instagram, banner ads, 2 influencers. All the ads were optimized for clicks.
Overall reach: 931 342
Impressions: 3 600 000
Gameplays (engagements): 409 871
Average engagement length: 26 min (39 gameplays in a row)
Bounce rate: 16%
Completion rate: 96%
What made the campaign successful?
- Simple but attention-grabbing price
- Captivating visuals
- Engaging game
- Well-planned media plan with different channels and optimization for gameplays and landing page visits