Yves Rocher Luminelle Case Study - Make Up Collection Facebook App March 2012
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Transcript of Yves Rocher Luminelle Case Study - Make Up Collection Facebook App March 2012
Yves Rocher – Luminelle : objectives
Yves Rocher fanpage : recruit fans
Luminelle product range : build awareness
Yves Rocher – Luminelle : concept
This app is inspired by "McDonalds Monopoly" : users collect Yves Rocher Luminelle
product range items and exchange them with friends. The goal is to complete the
collections in order to win gifts, discount vouchers and a final star prize.
Fan Gating: Users must become fan of the page to enter the game
In-flow Game Rules
Upon first connection: pre-filled form. User can then view/modify personal information entries and opt-in to subscribe to Yves Rocher newsletter.
Every day, users can collect up to 3 new Luminelle products at random.
Product are then added to user’s collection
Users can create a personal « wishlist » : a list of 5 products she would like to try. An « exchanging list » of 5 items can also be created.
Once the collection is completed, the user can claim coupons or gifts.
When player has completed the whole collection, she is automatically entered for a star prize at great final draw. To be won: Luminelle full product range.
Yves Rocher – Luminelle : results
30k fans driven by early campaign (paid media)
60,000 fans driven by viral channels ! (earned media)
Over 1M friend-to-friend impressions
That is + 90k fans over campaign period (owned media)
Engaged fans : 81% of users allowed the app