Molton Brown Perfect Match

63% marketing opt-in rate

Average 66 plays per player

11+ years total brand engagement time! 🤯

Summary

Based in the UK, Molton Brown is a renowned brand offering luxury fragrances, home goods, and bath and body care products. They’ve treated their customers to various festive game competitions over the years, with the Christmas campaign serving as a key acquisition driver to encourage new sign-ups to their email newsletter.

Decisions, decisions

The team at Molton Brown had previously been responsible for coming up with Christmas game concepts by themselves – a task they often found very challenging. It was time to do something different, and so they set off in search of an experienced partner who could offer tried-and-tested game templates for them to choose from.

As Emily Grice, Global Digital Marketing Executive at Molton Brown, said: “We wanted a supplier who had a range of templated games we could amend. We really liked the idea of using a traditional game that a lot of people already knew how to play.”

“We wanted a supplier who had a range of templated games we could amend. We really liked the idea of using a traditional game that a lot of people already knew how to play.”

Emily Grice, Global Digital Marketing Executive, Molton Brown

Molton Brown Branded Game Level 1 Big Match

Molton Brown Branded Game Level 3 Big Match

Molton Brown Branded Game Level Complete

Molton Brown Branded Game Score Submission

The sweet smell of rewards

The team also wanted to adapt the default prize mechanic in the Match-3 game, customising it so that players would have the chance to win discount codes of increasing value as they progressed through the 10 different Match-3 levels.

With a finite number of Molton Brown discount codes available, the system was able to ensure that these were distributed at a steady rate to avoid running out before the campaign ended.

Going global

Emily commented that one of the main reasons for choosing Peek & Poke was because it would be easy to copy the game across multiple regions. In this case, Molton Brown created multiple versions of the game to run across seven different markets in the UK, USA, France, Germany, Greece, Cyprus, and Spain.

The responsibility for choosing prizes and promoting the game fell to the local marketing teams. In the UK, the team promoted the game to a new audience using paid social media ads, as well as through organic social media, email marketing, and PPC.

"It’s a really fun game that also looks great. I liked that there were lots of different levels of varying difficulty – not too easy, not too hard.”

Emily Grice, Global Digital Marketing Executive, Molton Brown

Scent-sational results!

In the UK, the game achieved record-breaking results in terms of engagement – over 3.6 million total games played and 15% of players returning over 50 times! Not only did it blow the Molton Brown team away – it also broke records for a Peek & Poke game!

Emily commented: “The engagement was incredible. We’ve never seen numbers like that before! 15% of people played it over 50 times, which is just amazing. It’s a really fun game that also looks great. I liked that there were lots of different levels of varying difficulty – not too easy, not too hard.”

The Perfect Match game achieved more opt-ins than their previous festive campaigns, with 63% of players signing up to receive marketing communications from the brand. Customers also loved the campaign, sharing positive sentiment on social media about the fun gameplay and friendly competition.

“The engagement was incredible. We’ve never seen numbers like that before! 15% of people played it over 50 times, which is just amazing."

Emily Grice, Global Digital Marketing Executive, Molton Brown

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