Jewelry Store
SUCCESS STORY

Growing the Customer Base with Gamification

We developed and launched a gamified experience using hidden object mechanics. The campaign strengthened audience loyalty and expanded the contact base.

100%
Unique Visitors
38%
CR for Newsletter Subscriptions
74%
Completion Rate
7
Prize Types
1.5
Months from Concept to Launch

Credits

WE2 Team:

Yulia Musina
Team Lead
Yulia Svetlickaya
Senior Designer
Alexander Bredun
Front-end Developer
Dmitry Lutsenko
Head of Integrations and Solution Architect

About the client

Jewelry stores chain, established in 2000, offering a wide assortment of golden and silver accessories at reasonable prices.

Specifics

A simple yet engaging mechanics should be developed to ensure clients’ interest in participating in the game for several consecutive days
Complex trigger chains have to be implemented due to the varying value of prizes and their large volume

Project objectives

Grow the contact base
Drive foot traffic to offline stores
Enhance brand awareness
Strengthen audience loyalty

Client's case

Stage 1. Developing a Game with Hidden Objects Mechanics

The client launched a New Year’s promotional campaign inspired by Alice in Wonderland. Our team was tasked with integrating gamification into the project. We chose Hidden Objects mechanics for their simplicity and engaging nature, making them the perfect fit for a jewelry brand with a diverse audience.

Game Concept

Every time users start the game, they enter one of five unique locations: Forest, Christmas Village, Caterpillar’s Living Room, Royal Castle, and Land of Winter Miracles. At each level, players must find three hidden items — the Rabbit, a "Drink Me" bottle, and a magical key.

To maximize the number of game scenarios, we created 12 object placement variations per location, resulting in 60 unique challenges for users throughout the game.

Stage 2. Encouraging Game Completion

The game ran for 30 days, with daily prizes to keep users engaged. Rewards included jewelry, partner bonuses, and a grand prize — a smart speaker.

Stage 3. Implementing Trigger Communications

We designed and launched a trigger-based communication chain in CDP Mindbox. The system factored in prize probability, reward value, and previously won gifts.

Stage 4. Promoting the Game Across Channels

The client independently managed game promotion, while we supported marketing communications, including emails, pushes, and web and in-app banners. The project ran from December 2022 to January 2023.