Blush

Objective

Blush, an Icelandic adult wellness retailer, sought to normalize conversations around sexual health and challenge societal taboos while driving brand awareness and sales. The company deployed a series of gamified campaigns to reach audiences through engaging, non-judgmental interactive experiences that aligned with its mission to make wellness discussions more approachable and less stigmatized.

Solution

Playable created four interconnected gamified campaigns integrated with Klaviyo marketing automation. The Wheel of Fortune captured marketing permissions and birthdays; Swipe It enriched customer data through product preference selection; Pride Quiz engaged audiences around LGBTQIA+ positioning; and Drop Game promoted the physical advent calendar by having players catch falling items on a leaderboard. All campaigns offered discount incentives (10–50% off) and were deployed primarily through organic Instagram, Facebook posts, and email, with minimal paid media.

Results

Wheel of Fortune achieved 29,000 sessions with 19,000 registrations (66.4% conversion) and 11.7% email open rate. Swipe It generated 7,300 sessions with 4,950 registrations (67.8% conversion) and 62% game completion. Pride Quiz recorded 2,500 sessions with 580 registrations (23.4% conversion) and an average visit duration of 1:44. Drop Game accumulated 60,300 total registrations (8,070 unique) with 5:54 average visit duration and 7.48 average plays per user.