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La Roche posay 2016 brandstorm
- 1. 1 B R A N D S T O R M JONOVA TEAM Iva Holubová. Joëlle Bloyet . Nour El Hajj
- 2. 2 Major trend : gamification to boost engagement Creating a community People enjoy competition & rewards Mobile gaming : big business 5 Gamification trends Blending the big data Social sharing Applications : Marketing, inspiration, health, education …
- 3. 3 Why use gamification ? 44 % 56 % 91 % of 15-18 year old 89 % of 19-24 year old Players play 26 hours a week 65,7% Of 15-24 are looking for games on their Sartphones 35 million players (just in France!) 68% Of 15-24 download game apps 46,7% Of 15-24 are interested by informative notifications Players profiles 10-14 15 - 18 18 - 24
- 4. 4 Qualitative research insights Feeling good about myself is the most important factor I don’t like when creams make my face greasy Appearance is important for me I would like to test the products efficiency (samples) I care about having a fit body (healthy lifestyle, sports) The skin of my face is more important than the skin of my body (and I’d rather use pharmacy brands) I like playing video games and especially kill time on my smartphone I would rather trust my dermatologist, parents & friend than advertising
- 5. 5 M a i n i n s i g h t « I would like to have a nice appearance and a healthy skin but… … I need help to learn how to take care of my skin »
- 7. 7 Develop a serious game available on LRP’s website + mobile app Learn how to treat your skin well by playing online 6 missions in LRP « Skin land » With the help of « dermato coach » Accomplish the missions given by 6 masters of skin 1 Use gamification: LRP « serious game »
- 8. 8 1 If you want to become the next master of skin you have to know everything about its protection. It’s a priority to feel good in your shoes ! The Masters of skin Accomplish the 6 challenging missions given by the masters of skin REGISTER TO SAVE YOUR GAME AND SCORE Continue Register CHOOSE A MISSION BY SELECTING A POINTER
- 9. 9 SELECT YOUR AVATAR I guess you’re accustomed to challenge and adversity Let’s go ! You look AWESOME ! What’s your name by the way ? Awesome EDHEC student Choose Choose Choose Choose Choose Choose Choose Choose
- 10. 10 SELECT YOUR LEVEL AND GET REWARDS FOR YOUR SKIN Each task will grant you points. You can save up for awesome goodies to treat your skin like it deserves! You can check your international ranking and share your scores with your friends. Enough talking, let’s meet master n°1 ! Easy Hard Medium
- 11. 11 Mission 1 Knock down preconceived ideas ! First master of skin « Red Dermato » Mission 1: « The dermo ring »
- 12. 12 Congrats ! You’ve completed your first task and unlocked your first tip ! Spend your points now or continue to save up! The next master is waiting for you! Score 237 035 Get goodies ! Save up! Tip N°1
- 13. 13 Blue dermato Blue dermato What will « AwesomeEDHECstudent » do ? Blue dermato wants you to fight COMEDON ! Comedon wants to clog your pores 2nd mission: Fight COMEDON Congrats ! You’ve completed your first task. Spend your points now or continue to save up! In any case, get on with your journey to a flawless skin. The next master is waiting for you! 35 26
- 14. 14 4 other simple mini games: Simplicity is key Sebum Island Perfect skin race Catch the Lipikar ! Find the « LRPair »
- 15. 15 How to encourage our audience to play the game ? Promote LRP land Pre test games with INFLUENCER S We’ve accomplished the 6 master’s of skin missions Social gaming promotion on SOCIAL MEDIA Welcome to LRP « Skin land » Capitalize on LRP storytelling Awesome TRAILERS on Youtube
- 16. 16 Part of a whole « lifestyle » campaign Serious game part of a help program With branded LRP freebies as part of incentives ! Include tips on exercising, eating well … everything that has an impact on the skin
- 17. 17 What are the advantages of our gamification campaign ? Fun & social Interactive & entertaining Time spent playing better retention & recall of content Easy to go viral In line with brand mission Increase in learner knowledge on skin issues Immersive learning simulations
- 18. 18 What are the benefits of gamification you ask ;-) ? Promote products interactively Non intrusive way to monetize relationship Engage consumers (then they tend to buy more) Creates traffic to website Long-term relationship + engagement Positive word of mouth Increased brand recognition & knowledge Brand differenciation
- 19. 19 USP: effective formula (thermal water) Recommended by 25 000 dermatologists worldwide Proven efficiency Gamification Development of a « connected » customer base Rise of health concerns among young consumers Lack of competitivness among young generation Very limited online sales Fierce competition in the dermocosmetics sector S W O T
- 20. 20 Main take-aways Correct use of gamification Capture audience imagination & intention Campaign in line with brand mission Young consumers are super connected LRP needs to be where they are
- 21. 21 Many THANKS for your attention GAME ON !
Editor's Notes
- Everyone at one point in their life or another has played some sort of game. Whether it's tag as a youngster on the playground, kicking a ball around with a group of friends trying to score a goal, playing a video game on your smartphone, or playing a board game. Games are part of every culture, and a shared human experience. What gamification allows us to do is take the elements from games and integrate them into instruction. This integration provides opportunities for rich engagement, motivated learners, and making learning not only tolerable but actually fun. Learners who are having fun and who are engaged in the learning process will have better retention and recall of content, than learners who are made to suffer through boring, static instruction. By using common game elements like story, feedback and mystery, you can create an engaging gamified learning event that will capture your learners' imagination and attention. And help them to retain and apply the lessons you're teaching.
- Ranking: Compete with other players Most of gamification experiencesuse rankings. Rewards according to the level of expertise of gamers
- It needs to be fairly straightforward to get it. You can’t make it complicated.” Tags
- . Promote your products interactively: The users become more aware of your brand and products. 2. Monetize the relationship with the customer Users play a proactive role in a fun, non-intrusive experience. This experience ends up incentivizing an intrinsic motivation thanks to badges and rewards. 3. Increase your sales Gamification succeeds in seducing consumers towards sales: an engaged customer will buy more. 4. Attract traffic to the website Users will access your platforms and talk about the brand or share it with their friends. 5. Build a long-term relationship The gamification strategy increases users’ level of engagement, since it offers prizes and rewards and also creates a lasting link of interaction between your brand and the user. 6. Reach a positive word of mouth With gamification, brands reach a positive word of mouth. A satisfied customer will talk about your brand for free, and will influence his closest groups. 7. Get entertained and engaged customers With gamification users are entertained, but the most important is that they establish links with the brand, which makes the engagement process easier. 8. Have a popular brand The brand’s recognition and knowledge increases thanks to the combination of game mechanics and elements proper to social networks. 9. Differentiate your business Thanks to gamification, you boost your brand's value, since you offer a new, interactive and creative environment. Gamification is a tendency that meets the desires of reward, achievement, self-improvement, incentivation and motivation that all of us need to discover what the brand is offering us.