Next-Level Gamification Strategy Drives 50% Customer Engagement for HelloFresh.

CHALLENGE.

HelloFresh faced a significant challenge in retaining customers within the competitive recipe box delivery market, where switching providers is effortless.

To address this, HelloFresh aimed to enhance engagement and foster loyalty among their UK customer base. With a goal of creating a deeper connection with their audience, the objective was to introduce a gamified experience that would encourage participation and drive customer retention.

Our objective was to increase registration rates by 30%, ensure that 30% of players completed the game, and achieve an 80% prize draw entry rate among finishers, ultimately creating a solution that aligned with customer motivations and behaviours.

SOLUTION.

To meet these goals, we took a human-first approach, beginning with a workshop to explore the target audience’s motivations and needs. This insight informed the creation of a “catch the ingredients” game, where players collected weekly plates over four weeks to qualify for a prize draw. The game was designed to sustain engagement over time while aligning with user behaviour.

Once the game mechanics were established, we mapped the customer journey, ensuring each stage was seamless and engaging. Behavioural principles were embedded in the messaging to encourage players to progress through the game. We developed impactful visuals and communications, activated through recipe cards, app notifications, influencers, and email marketing to maximise reach and effectiveness.

Collaboration with HelloFresh was a key part of the process. Weekly check-ins allowed us to monitor performance and make real-time adjustments, ensuring the campaign stayed on course and delivered results.

RESULTS.

We achieved amazing results for HelloFresh with all of the targets being achieved and surpassed.

The game saw such success that HelloFresh in France has also created a game to engage their existing customers. Over 8% of players registered after the game had ended, showing how scarcity and urgency drove continued interest and participation even after the initial opportunity had passed.