The campaign used performance marketing to capture people’s attention and attract new users to the app. Key components included in-app banners and outdoor advertisements, while influencers also played a role in spreading the word, albeit a smaller one compared to the other efforts.
Communication with special promotions, like 14 days of free delivery combined with gamified elements, proved more engaging than traditional voucher giveaways, demonstrating a novel approach to communication.
"Using gamification in marketing proves to be more attention-grabbing compared to conventional advertising methods such as regular discount campaigns. Through the integration of playful elements into our promotional efforts, we enhance their appeal beyond standard offerings like free delivery for 14 days or discounts on first purchase. It's an innovative method to create more excitement in our campaigning."
The results
Reflecting on the campaign’s impact, Niels noted the significant role of gamification in achieving impressive results across various metrics, including new user acquisition and transaction values. The success has prompted considerations for making gamification a constant feature in Wolt’s marketing efforts, aiming to sustain and grow the opt-in user base for future campaigns.
This campaign not only marked a milestone for Wolt in terms of marketing achievements but also underscored Niels’s contribution as a Marketing Manager, leveraging innovative strategies to drive remarkable growth:
Campaign Results for Existing Customers:
- Unique Visitors: 685380
- Unique Participants: 150062
- Conversion Rate: 22%
Campaign Results for New Users:
- Unique Visitors: 116624
- Unique Participants: 51603
- Conversion Rate: 44%
Key takeaways
Implementing gamification opened up new creative possibilities for Wolt’s messaging while driving impressive results across key business metrics. It also enabled them to rapidly expand the marketing permission base to support future campaigns.
Gamification for higher engagement: Wolt significantly enhanced user engagement, resulting in increased user acquisition, order volume, and transaction value. Gamified experiences outshine traditional methods like vouchers, captivating users far more effectively.
Drive traffic and boost conversions: Wolt’s strategic use of paid channels, including performance marketing and outdoor advertising, to effectively drive traffic and enhance campaign visibility.
