Din Sundhedsfaglige A-Kasse and gamification

Objective

Din Sundhedsfaglige A-Kasse, a Danish unemployment insurance fund, needed to strengthen member engagement and expand strategic audience reach through a seasonal campaign. Previously relying on traditional Facebook posts for holiday communications, the organization sought to transform routine announcements into an interactive experience that could drive significant participation growth while maintaining brand professionalism and trust.

Solution

The organization transformed its annual Christmas calendar into an interactive game powered by the Playable platform. Members participated in daily calendar activities that connected to the fund's core values and member benefits. The gamified experience integrated with their email system to enable automated audience segmentation and data collection, turning what had been standard Facebook posts into an engaging digital experience.

Results

The Christmas Calendar campaign achieved 6,580 daily participants—a 6.5x increase compared to the previous year's 1,000 baseline. The campaign generated 222,267 total sessions and secured 16,303 new marketing permissions at a 71.2% conversion rate. A subsequent 10-day Easter competition demonstrated campaign sustainability with 19,461 sessions and 9,089 registrations (55.2% conversion rate).