Creating moments of delight and discovery for Lactacyd users
In order to expose lesser known product variants of Lactacyd in Malaysia and Singapore, we designed a social game that allows women to open daily surprises.
A Lactacyd bestbushka - inspired by Russian babushka dolls - as a character for women's daily online best friend that “rewards you daily" when you interact with her. This virtual companion comes with daily accessories, complete with mix and match backgrounds that can be easily exported as online avatars. We've designed three tiers of surprises to motivate people to participate, drive sales and encourage repeat engagement ( through premium accessories and christmas patterns). Lucky winners won limited edition pandora bracelets, accessories, and lifestyle products for women.
These allowed them to discover the right product for them - and allowed their avatars to be freely shared via social media.
As a campaign, this digital initiative not only drove sales, but increased awareness for lesser-known variants in Malaysia and Singapore. With daily engagement, the three-week campaign was also extended to include Bestie e-cards - Customized Christmas Greetings for girl's best friends.
This initiative generated over 2,332 unique participants over the 20 day campaign, with an average engagement session of over 3 minutes on site, with a 45% share rate. Majority of the participants were in our core target group of 20-39 Females, in SG and MY.