Personality Test (Find Your Shape)

Screens

2 screens

Objective

Masai, the Copenhagen fashion label sold in 25 countries, wanted to replace a standard lead-generation push with something that would also teach the brand about its own customers. The goal was to gather zero-party data on fit, shape, colour and print preference across every market it sells in, cut the cost of each lead, and shorten the wait before a new contact actually bought something.

Solution

The quiz opens with a run of questions about how you like clothes to sit on your body, the silhouette and style you're drawn to, what you'd rather play up or play down, and which colours and prints catch your eye. Once you've answered, you leave your email and land on a results screen revealing your personal "shape" — a short rundown of what actually suits your figure, plus a set of colours and prints picked to match your answers. A 20%-off code for your next Masai order closes out the session.

Results

Over 160,000 people took the quiz across the markets Masai operates in, generating 60,000 new marketing permissions. Cost per lead came in 50% below the previous year's non-gamified campaign, and the average time from participation to first purchase dropped from roughly four months to 7 days.

How it plays

5 steps

The player opens a branded Masai quiz that promises to reveal their personal body "shape" and which clothes suit it.

The player answers a multiple-choice questionnaire covering how they like clothes to fit, their preferred silhouette and style, what they want to accentuate or accommodate on their body, and their color and print preferences.

To unlock the result, the player submits their contact details and opts in to marketing emails.

The player receives a personalized shape profile with general fit rules for their body type plus colors and prints matched to their answers.

Alongside the result, the player is given a 20% discount on their next purchase.