PartyLite
Engaging new audiences through interactive gamification.
Brief
Home fragrance company PartyLite wanted to tap into a previously unreached audience by showcasing their products in an innovative way. The objective was to rethink how their core product offering was sold, attracting new customers and engaging them in a fun and interactive way. The campaign had to be highly shareable to maximise its reach and serve as a valuable data capture tool for PartyLite.
Action
To engage with new customers, the strategy revolved around an interactive microsite designed as a gamified experience. We developed the microsite from scratch, giving it a distinctive creative identity. Upon completion of the quiz, customers were directed to make a purchase based on their unique results, and encouraged to subscribe to the PartyLite newsletter, enabling the collection of valuable data. The project maintained a strong brand presence throughout, ensuring that new customers were well acquainted with PartyLite’s personality by the end of the experience.
Result
The project successfully opened up a new audience segment for PartyLite. By combining an interactive element with a strong brand presence, PartyLite engaged potential customers, encouraged purchases based on individual preferences, and collected data from a previously untapped audience. The modern and shareable nature of the campaign ensured its success in reaching and engaging new customers while strengthening PartyLite’s brand personality.
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