Overview
Jurlique, a globally recognised natural skincare brand and certified B-Corp, sought to engage customers through an interactive digital experience that aligned with its sustainability values. As part of the "Choose Conscious Beauty" campaign launching on Earth Day 2024, Jurlique partnered with Adrenalin to create the Digital Wishing Tree—an online platform where users could make eco-conscious pledges. The primary objective was lead generation, incentivising participation with a free sample pack while reinforcing Jurlique’s commitment to sustainability across key markets: Australia, New Zealand, the UK, and the USA.
What we did
- User research & engagement strategy
- UX & IA optimisation
- Gamification
- Rapid & iterative prototyping
- Custom microsite development
- Data capture & CRM integration
- Scalability & performance optimisation
- Data analytics
+250%
Wishing tree pledges
92%
User completion rate
3-week
Build time
Seamless Technical Execution & Scalability
We developed a custom microsite embedded across Jurlique’s regional websites , ensuring a seamless experience. Hosted on Vercel, the platform was optimised for performance, scalability, and load balancing. Regional adaptation was enabled through query strings, allowing a single microsite to support multiple markets efficiently.
Integrated Data Capture & CRM Automation
User data was collected through pledge submissions and seamlessly integrated with Jurlique’s CRM. Automated workflows ensured timely email confirmations and sample claim validation. Backend validation mechanisms were implemented to maintain data integrity and prevent duplicate submissions.
Enhanced User Experience & Content Moderation
To ensure a brand-safe and engaging experience, Adrenalin implemented profanity filters and pledge moderation tools. Users could return to view their pledges via a personalised email-linked re-entry, fostering continued engagement. The interactive tree dynamically grew as new pledges were made, visually reinforcing the collective impact of participants.
Successful Lead Generation & Engagement
The campaign drove high participation, with thousands of sample packs allocated to pledge participants. The interactive nature of the Digital Wishing Tree fostered a sense of community, encouraging users to share their pledges and amplify Jurlique’s sustainability message. The initiative also contributed to significant email database growth, providing long-term marketing value for Jurlique.
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