Case Stories

Objective

Søstrene Grene, a Danish lifestyle and home design retailer, sought to drive new customer acquisition through gamification while maintaining lead quality and preserving alignment with their narrative-driven brand identity centered around the fictional sisters Anna and Clara. They aimed to test whether gamification could deliver genuine prospects rather than merely attracting prize-seekers.

Solution

Playable created an interactive Christmas calendar campaign for December 2022 where daily unlockable locks revealed quiz questions centered on Søstrene Grene's product knowledge, Scandinavian design heritage, and core brand values. Participants registered to answer daily questions, combining storytelling with interactive engagement on the Playable platform. The campaign was designed to attract quality leads by requiring meaningful brand interaction.

Results

The campaign acquired 30,544 new newsletter subscribers, with 15% converting to paying customers. Across all participants, 263,239 total registrations were recorded (44,585 unique users), with 69.78% of visitors registering. Users spent 4,226.4 hours total in engagement. According to Mikkel Skov Søgaard, converting 15% of leads into customers is exciting and difficult to replicate using other marketing activities.