Gift exchange as an emotional multi-user application

At a glance

A leading mail order company launched the innovative “Gift Exchange” campaign, an interactive multi-user competition that virtually recreates the traditional Secret Santa. The aim of the Christmas campaign was to attract both existing and new customers, especially women. The viral mechanics of the swap and the incentives for interaction resulted in significant traffic and an increase in sales figures.

Client: eCommerce company
Sector: Retail & eCommerce
Business segment: B2C
Technologies: Web special for interactive competitions, real-time backend

Short facts

Traffic maximization
Increase in gross order value and conversion rate

Our fields of work

IT Consulting Performance optimization Development

The initial situation

The mail order company wanted to stand out from the abundance of Christmas offers and increase interaction with its customers. Given the fierce competition in e-commerce, it was crucial to both motivate existing customers and attract new ones. The challenge was to create an engaging and interactive experience that would activate customers over a longer period of time and appeal to their emotions.

The solution

DMG developed the gift exchange as an interactive multi-user competition that virtually recreated the mechanics of traditional Secret Santa. The solution included:

Virtual Secret Santa: After registering, each user was allocated a gift, which could be exchanged for a new gift once a day to keep the excitement going throughout the course of the game.
Integration into the online store: All prizes were linked directly to the store so that users could buy the desired gift directly if they didn’t win or use it as inspiration for their Christmas shopping.
Viral elements: The mechanics encouraged referrals among users, which led to significant traffic maximization.

Result

The “Gift Exchange” campaign achieved outstanding results:

Traffic maximization: Over 3 million visits and 209 million page impressions during the entire campaign.
Gross order value: target of +70 % was exceeded with an actual increase of +155 %.
Conversion rate order: The conversion rate increased by 60 %.

Overall, the multiplayer competition was not only an innovative way of activating customers and appealing to their emotions, but also led to enormous viral effects. The campaign successfully positioned the mail order company as a pioneer in the industry and strengthened customer loyalty during the most important sales period of the year.