What is Brand Engagement ?
Brand engagement is the emotional and behavioral connection a customer has with your brand. It’s more than just recognizing your logo or clicking on an ad – it’s about how people interact with your brand, how they feel about it, and whether they choose to return or recommend it to others.
With so many brands competing online, engagement has become a crucial metric for brand success. Strong engagement leads to higher loyalty, better customer lifetime value, and more word-of-mouth growth.
Why is attention so difficult to capture today?
Consumers today are flooded with ads, notifications, and endless content. According to Forbes, attention spans are shorter than ever – short term content fuels a need for constant entertainment. Brands need to earn, not demand, attention – and they must do it quickly.
Instead of static ads or generic emails, consumers expect immediate value and interaction. They seek personalized offers and want to be part of an experience, not just a target for sales messages.
Gamification: transforming interaction into excitement
One of the most effective ways to build brand engagement is through gamification. By introducing game elements – like challenges, instant rewards, or interactive quizzes – brands can create memorable experiences that drive deeper connections.
Take Wolt, the food delivery platform. They used a gamified campaign to create excitement among their customers. Through the “mystery box” format, users chose between a set of boxes in hopes of winning a prize, turning a simple promotion into a fun, shareable event.
The results? The campaign boosted traffic with over 115 000 unique visitors and a 44% conversion rate for new users. In app orders also increase significantly during the campaign period. During those 2 months, customers not only engaged but also felt rewarded, strengthening their loyalty and encouraging repeat purchases.
Personalization: make every interaction count
Today’s customers expect personalization. They want experiences tailored to their preferences and behaviors. A personalized approach makes people feel recognized and valued, turning casual interactions into lasting relationships. Using tools like quizzes and custom offers, brands can collect valuable data and deliver more relevant content. For example, a sportswear retailer EYDA created a knowledge testing quiz for their new summer collection. Through engaging true or false questions the brand achieved an 80% conversion rate. The campaign allowed the brand to get first-party, crucial in areas such as product development and for generating targeted communication curated to their audience.Community and co-creation
Brand engagement also grows when customers feel included. Encouraging user-generated content (UGC), reviews, or social challenges helps create a sense of community. When people share their own content – whether it’s photos, stories, or feedback – they become brand advocates. This builds trust, increases reach, and strengthens emotional ties. For younger audiences especially, authenticity and involvement are critical.Measuring the impact of engagement
To understand the true value of engagement, you need to measure it. Key indicators include participation rates, repeat visits, social shares, and conversion rates. Scratcher’s clients have seen remarkable results by combining gamification with personalized experiences. Brands like Wolt and EYDA have achieved higher lead conversion and stronger customer loyalty through interactive campaigns. These successes show that engagement isn’t just a nice-to-have – it’s a measurable driver of growth.Final thoughts
Brand engagement is about creating meaningful, two-way relationships. It’s not simply about exposure; it’s about connection, value, and emotion.
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
