Masai Clothing And Gamification

Objective

Masai, a Danish fashion brand, needed to generate qualified leads while collecting direct consumer insights about style and fit preferences to inform product development and inventory strategies across different geographic markets. The goal was to replace traditional lead generation with a data-rich interactive experience that would drive customer acquisition while building a zero-party data foundation for design and market-specific planning.

Solution

Playable created an interactive personality test where customers answered questions about their preferred clothing fit, body shape category, style preferences, and color/pattern choices. Participants received personalized results showing their shape category with styling guidelines. The quiz format engaged users while collecting voluntary preference data that could be analyzed at scale. The campaign was deployed as a digital marketing initiative across Masai's operating markets to reach customers in their target demographics.

Results

160,000 participants took the personality test across all markets. The campaign generated 60,000 new customer permissions. Cost per lead decreased by 50% compared to previous non-gamified campaigns. Average time to first purchase improved from approximately 4 months to 7 days. The aggregated insights informed a 20-page organizational brief used for product design improvements and market-specific retail planning decisions.