Rasmus Mogenstrup
Paid Social Director at PL & Partners
How to Succeed with Gamification on Paid Social
We recently sat down with Rasmus Mogenstrup, Paid Social Director at the performance marketing agency PL & Partners, to explore how he leverages gamification to drive impactful results on Paid Social platforms. As a premium partner of Scratcher, Mogenstrup is a leading expert in gamification marketing, and he’s revealing his proven 3-step strategy for succeeding with gamification on Paid Social.
Gamification as a Growth Strategy
At PL & Partners, gamification is more than a trend—it’s a strategic, data-driven approach to digital engagement. The agency combines gamification, social media marketing, and business development to create performance-driven campaigns that deliver measurable results.
Their innovative approach has produced daily wins for both major corporations like Novo Nordisk and Sony Music, and rising start-ups alike. From boosting visibility to turning Meta into a full-scale revenue engine, their work demonstrates the power of integrating gamification into Paid Social strategies.
With deep expertise in platforms like Meta, Instagram and Google Ads, PL & Partners build campaigns around data analysis, aligning each gamification initiative with their clients’ overarching business goals and marketing mix.
How to Maximize Results with Gamification on Paid Social, 3-Step Rocket:
Even the most creative gamification campaign can fall flat without the right delivery. Success in gamification marketing hinges on capturing attention and driving engagement on the right platforms, at the right time, with the right message.
Paid Social platforms—including Meta, Instagram, TikTok, and Snapchat—offer powerful opportunities to activate your gamification campaigns. However, realizing their full potential requires a well-executed plan.
Here’s Rasmus Mogenstrup’s 3-step guide to winning with gamification on Paid Social:
STEP #1
Build the right campaign 🛠️
Should it generate leads, drive sales, or create greater awareness of your brand?
Make a decision from the start about the purpose behind your campaign, the target audience, and its place in the customer journey – and only after this can you start production and shape the format and concept of the campaign.
STEP #2
Plan the best activation 🥕
Facebook, Instagram, Snapchat, or maybe TikTok? Find the right channel(s) and also consider whether your campaign should be always-on or limited to a shorter period?
Then, of course, there is how you communicate the campaign! Find the best hook and the right carrot that makes it crystal clear to the target audience why they should click and convert. What’s in it for them?
STEP #3
Create attention grabbing content 🎯
Regardless of your choices in steps 1 and 2, you’re going to need some content for your ads that catches your target audience’s eye, piques their interest, and gets them to click.
It is not unusual that we see 2-4x better performance on our best pieces of content compared to those that are less strong – so, you also have to hit the right spot to get the most out of your campaign.
Gamification Campaigns That Convert
By applying Rasmus Mogenstrup’s 3-step framework to your gamification efforts, you can significantly reduce Cost Per Acquisition (CPA) and increase your return on investment (ROI) in Paid Social advertising.
The campaign performance data clearly shows the difference: a well-executed gamification campaign scored a CPA index of 100, while a less optimized campaign reached a higher—and less favorable—index of 160.
What’s Next for Your Gamification Strategy?
When done right, gamification does more than grab attention—it increases user engagement and drives customer action, from lead generation to purchase decisions.
Whether you’re looking for a new way to connect with your audience or seeking strategies to retain customers, gamification marketing could be your next big move.
Create a free account today and let our team help you launch successful gamification campaigns tailored to your business goals.
Ready to level up your engagement strategy?
Explore gamification marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
- 40+ Interactive Formats: Luck-based, knowledge-based, and skill-based, designed to meet marketing campaign objectives.
- Ready to Use Templates: Personalise your campaign to reflect your unique brand
- User-friendly Integration: Easily integrate interactive content with all of your favourite marketing tools
- Customer Support: We're here to assist you every step of the way
