For their Christmas campaign, Red Barnet used gamification marketing to raise awareness about their mission.
About Red Barnet
Red Barnet is Denmark’s largest children’s rights organisation. This NGO has more than 2,000 volunteers in Denmark who play an important role in their annual national collection, where there are typically around 10,000 registered collectors.
This NGO launched a quiz with five questions focused on their international work. Developed collaboratively by Red Barnet's in-house creative team and the Scratcher team, the quiz was hosted on Red Barnet’s digital platform, with prizes sponsored by HUAWEI.
Campaign results
- 2,635 unique participants
- 2,000 leads
- 1.38 average minutes spent
How the campaign measured success
The campaign measured success through three key areas:
- Engagement rate – evaluating how well the quiz captured potential donors' attention. Metrics:
- Number of quiz participants
- Average time spent on the quiz
- Quiz completion rate
- Lead collection and conversion rate – assessing the quiz’s ability to generate leads and convert them into potential donors. Metrics:
- Number of leads collected through the quiz
- Conversion rate from quiz participants to newsletter sign-ups or donations
- Follow-up engagement, such as email open and click-through rates
- Certificate sales – measuring the campaign’s effectiveness in boosting gift certificate sales from Red Barnet’s webshop. Metrics:
- Number of gift certificates sold
- Revenue generated from these sales
- Impact of tactical messaging on sales conversion rates
This initiative showed how engaging digital content can drive awareness and support for Red Barnet's mission.
