Fashion Brand Jennyfer Engage Over 107K Customers With “phygital” Gamification Campaign

Objective

Jennyfer (branded "Don't Call Me Jennyfer"), a French ready-to-wear fashion brand with 400 stores worldwide (200+ in France) and market leader in France's 10-19 age demographic, sought to drive customer engagement and increase average purchase value by bridging in-store and digital channels during the holiday season. The campaign broke down into four goals: deliver a phygital experience that makes the most of physical locations while boosting digital channels, drive future sales and average basket sizes, reward and inspire customers, and get new eyes on the brand.

Solution

Drimify created an integrated gamification campaign that transformed store areas into American fast-food restaurant themes — a unique, attention-grabbing concept that sparked widespread curiosity. Customers purchasing gift cards or limited-edition Christmas Menu Collection items (a hat-and-glove combo packaged in burger boxes, a 3-pack of socks in pizza boxes) received single-use codes to play an Instant Win game with 100% win rate. Winners could claim prizes by playing experiential in-store games like 'Shop 'til You Drop' (30 seconds to collect items). Prizes ranged from promotional codes (43,389 distributed) and gift cards (€89,000 awarded) to premium experiences including VIP concert tickets and a two-person holiday to the US. The campaign ran from November 15 through Christmas Eve, accessible both in-store and online.

Results

107,946 unique customers engaged with the campaign. 43,389 promotional codes distributed and €89,000 in gift cards awarded. The phygital approach significantly increased store footfall and e-commerce traffic, with extensive social media coverage generated.