Лента Онлайн: "Кто ваш ребенок?" - веб‑тест для подборки товаров к школе

Objective

As back-to-school season drove intense retail competition, Lenta Online needed to differentiate its market position and drive customer acquisition. The campaign aimed to engage families during peak shopping season by transforming product selection into a personalized experience that would increase both brand engagement and purchase frequency among parents.

Solution

Lenta Online launched an interactive web quiz titled 'Who is Your Child?' that profiled a child's interests and learning habits. The quiz determined a personality type and displayed a curated product selection from stationery, gadgets, home goods, and educational items—all with direct add-to-cart functionality. Participants received a discount code to incentivize purchase, and the campaign included a prize draw offering a school essentials bundle.

Results

The campaign drove 2.6x higher redemption of promotional codes than planned. Participants showed a 16% increase in purchase rate compared to non-participants.