Rasmus Mogenstrup
Paid Social Director at PL & Partners
We sat down with Rasmus Mogenstrup, Paid Social Director at the performance marketing agency PL & Partners, to talk about how he uses gamification to get results on paid social. PL & Partners is a Scratcher partner agency, and Rasmus has run a long list of gamified campaigns on Meta and beyond. Here he shares his three-step approach.
Gamification as a Growth Strategy
At PL & Partners, gamification isn't a gimmick. It's a data-driven way to get people to engage with a brand. The agency combines gamification, social media marketing and business development to build campaigns with measurable results.
That approach has delivered for large companies such as Novo Nordisk and Sony Music as well as for fast-growing start-ups. Their work ranges from building visibility to turning Meta into a full-scale revenue channel.
With deep expertise in Meta, Instagram and Google Ads, the team bases every campaign on data analysis and makes sure each gamification initiative fits the client's business goals and wider marketing mix.
The 3-Step Rocket: Getting Results with Gamification on Paid Social
Even the most creative campaign can fall flat if it's delivered badly. Success depends on reaching the right people, on the right platform, at the right time, with the right message.
Paid social platforms such as Meta, Instagram, TikTok and Snapchat are excellent places to activate a gamified campaign, but only with a clear plan. Here is Rasmus Mogenstrup's three-step guide.
Step 1: Build the Right Campaign
Should the campaign generate leads, drive sales or build brand awareness?
Decide on the purpose, the target audience and the campaign's place in the customer journey from the start. Only then should you begin production and shape the format and concept.
Step 2: Plan the Best Activation
Facebook, Instagram, Snapchat or TikTok? Pick the right channel or mix of channels, and decide whether the campaign should run always-on or for a shorter, limited period.
Then work out how to communicate it. Find the hook and the incentive that make it crystal clear why your audience should click and take part. What's in it for them?
Step 3: Create Attention-Grabbing Content
Whatever you decide in steps 1 and 2, you need ad creative that catches the eye, sparks interest and gets the click.
According to Rasmus, "It's not unusual to see two to four times better performance from our best pieces of content compared to weaker ones." In other words, the creative deserves as much attention as the game itself.
Gamification Campaigns That Convert
Following these three steps can help you lower your cost per acquisition (CPA) and improve your return on investment (ROI) on paid social.
The campaign data below shows the difference. A well-executed gamified campaign scored a CPA index of 100, while a less optimised version of the campaign came in at a higher, less favourable index of 160.
What's Next for Your Gamification Strategy?
Done right, gamification does more than grab attention. It gets people to act, from signing up to making a purchase. Read more about how to run gamified campaigns on social media, or see how Scratcher works with agencies like PL & Partners.
Ready to try it yourself? Start your free 14-day trial and our team will help you launch a campaign that fits your goals.
