Who Wants To Win Some Panties?
- Brand
- We Are Jolies
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Drimify
Objective
We Are Jolies wanted to break a seasonal slump — a week when sales traditionally go quiet — without leaning on another static discount email or banner. The brand also needed a way to re-engage subscribers who had signed up but never bought anything, and to turn anonymous mobile visitors into actual customers rather than just traffic.
Solution
Players land on a branded path made up of six connected steps, each one unlocking a different mini-game before they can move to the next. Along the way they spin a Wheel of Fortune for a shot at better odds and answer quiz questions about the brand's sustainable materials and bestselling styles, picking up hints on what to shop for later. Progress carries forward step by step, so finishing one game nudges players straight into the next rather than letting them drop off. At the end of the path, everyone who completes it receives a discount code to spend in the online store, and anyone who starts but doesn't finish gets a follow-up email inviting them back to claim it.
Results
Revenue doubled during what is normally the brand's quietest sales week, with the gamified promo code driving over 50% of all sales in a three-day span. Across two campaigns, the path drew 17,500 interactions and 74% of players completed all six games, generating 11,500 leads (65% data capture), 1,000 orders, and 400 new customers — with new customers making up 40% of all orders placed with the code. A single reminder email to players who hadn't finished the path accounted for 25% of the campaign's total revenue. In the second run, a 10% code performed as well as the original 15% one and reached a further 80,000 customers, showing the game itself — not the discount size — was driving purchases.
- 1
The player reaches the experience through a brand email (sent to the full customer list, including lapsed buyers) or a social media post, both linking to a branded landing page for the campaign.
- 2
Before entering, the player types in a unique identifier — email, phone number, or similar — which acts as the entry gate into the game path.
- 3
An optional screen then asks for additional personal details through a data-collection form.
- 4
The path opens on a screen showing six branded steps laid out as a vertical trail or grid; the player sees how many stages remain and unlocks each one in turn by clearing the one before it.
- 5
One step is a wheel spin: the player spins a wheel for a chance at a discount or prize.
- 6
Another step is a quiz on the brand's sustainable materials, values and product range; answering it also surfaces recommended items from the shop.
- 7
The remaining four steps are additional minigames built on the same platform, rounding out the set of six; their specific mechanics are not documented.
- 8
Finishing any step returns the player to the path overview to see their progress before choosing the next stage, rather than chaining games back-to-back.
- 9
Completing all six steps rewards the player with a discount code for the brand's online store; a follow-up reminder email nudges anyone who started but didn't finish to come back and claim theirs, and the code is redeemed at checkout on the brand's e-shop.
