Overview
As one of the world’s leading beauty brands, Clarins has differentiated itself with its plant-powered formulas and natural, sustainably sourced ingredients for nearly 70 years. Clarins engaged Adrenalin to launch an innovative virtual digital garden experience that would drive user-generated content, lay the foundation of a seamless retail funnel for shoppers and generate talkability in the competitive beauty and personal care industry. The overarching goal of the Virtual Garden Project was to increase online sales, drive customer loyalty and leverage deep behavioural personalisation.
What we did
- Prototyping & MVP
- Gamification
- Web & mobile design
- Marketing automation
- Enterprise website development
- Data & analytics strategy
+320%
Game plays across the campaign period
x 2.5
Exceeded KPI targets for data capture
Surpassed
Campaign target prize claims
Virtual activation for a world-class beauty brand
Adrenalin was tasked with creating a gamified microsite experience comprised of an interactive, illustrated virtual garden where visitors could scroll and pan through the illustration scene whilst interacting with content via floating hotspots to discover the 21 active plant extracts used in the Clarins Double Serum. Dreamy illustrations coupled with classical music and modern motion design techniques such as parallax animation were used to bring the virtual garden to life for a truly immersive experience.
Interactive gamification
Leveraging popular gameplay mechanics, Adrenalin created an AR-based gamified experience within the virtual garden, where visitors could play mini games to access sample packs and discounts and win prizes. The mini-games were designed to provide visitors with firsthand experience into how Clarins sustainably harvests and extracts Fair Trade ingredients, with each game allowing players to either pick, formulate, extract, or pack a virtual serum. Players who successfully completed the games would receive free sample packs, vouchers and entries into the grand prize of a year’s worth of free Clarins skincare.
Seamless retail funnel
To boost Clarins local market database registrations and create a seamless retail funnel for those wanting to shop and reduce friction to these eCommerce destinations users were encouraged to input their details to receive their free samples. The micro-site also focused on simplified navigation, encouraging visitors to continue exploring on the Clarins website. Meticulous attention to detail went into the hand-drawn illustrations to create a sense of organic and natural wonder – a place you would want to get lost in. With subtle yet engaging motion design complementing the visuals, it encourages our audience to explore and interact with various points of interest.
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