Use Gamification to spice up your campaigns

Colgate Palmolive developed in collaboration with MMD a Catcher Game. Users had to successfully catch the Colgate branded products and put them in the plastic waste bin bag. The goal was to educate consumers about the new plastic waste sorting rules.

Traffic to the game was driven via a dedicated e-mail, a Mass Insert in the My Delhaize newsletter, and online bannering.

Belgian households

CRM
Dedicated e-mail

Delivery: 85.000 contacts
OR: 29% (vs the retail benchmark of 22,4%)
Click Rate: 2,55%
CTOR: 8,68%

Mass insert in the My Delhaize newsletter
Delivery: 1.75 million
OR = 27% (vs the retail benchmark of 22,4%)
Click Rate = 4,48%
CTOR = 16,5%

Online bannering on Delhaize.be
OTA Pressure

Revenue evolution = 194%
Market share evolution = 181%