Case Study: Pandora – 7x More Subscriptions Driven by Gamified Widgets

Project Overview

Pandora is a globally renowned Danish jewelry brand, represented in over 100 countries across six continents. Its products are available in more than 7,800 retail locations, including over 2,400 branded stores, 44 of which are in Ukraine.

Promodo agency has been working with Pandora since 2021, optimizing the communication channel in line with the brand’s strategic goals and actively utilizing Yespo CDP tools. However, during the company’s dynamic growth, a new challenge emerged—to attract a wider audience and scale the customer base.

Goals

Pandora set the following new goals for the agency:

• Expand the customer base and attract new users to engage with the brand
• Activate the existing audience and increase its engagement

Project Implementation

Two active subscription forms on Pandora’s website (a widget and a footer form) consistently brought in new subscribers.

To strengthen the retention channel and improve customer acquisition efficiency, the agency proposed implementing gamification.

We have previously shared successful case studies of other brands, and the results speak for themselves: game mechanics demonstrate high engagement and significant conversion growth. After analyzing the market and assessing potential benchmark metrics, the agency team concluded that implementing gamification would also be an effective solution for Pandora.

How Game Mechanics Strengthened the Retention Channel

Pandora's top priority in retention communications (both annually and monthly) is attracting new subscribers. To increase the number of users leaving their contact information, the decision was made to replace the standard data collection form with a gamified one.

During the campaign period, the traditional subscription widget on the website was replaced with a gamified version, while the footer form remained unchanged.

By implementing gamification, Pandora successfully drew user attention to a new interactive format, significantly boosting audience engagement.

Gamification Mechanics

Among the proposed gamification mechanics, the team chose the "Gift: Match Three" format with guaranteed rewards.

After the concept was approved, the retention team prepared the design and copy for the campaign, and all elements were initially assembled on a test server. Following thorough testing by both teams, the game was made available to users on the website.

Campaign Duration: 3 Weeks

Participation rules:

• To access the game, users had to provide their phone number and email.
• The reward system included tiered promo codes as prizes.
• Every user who provided their contact details was guaranteed a gift.

This solution successfully addressed two key objectives:

• Engaging new users with the brand.
• Increasing the activity level of existing customers.

Step 1

The user clicks on the widget on the website and fills out the subscription form.

Once the form is submitted, the game starts.

Step 2

To receive a prize, the user selects one of three mystery boxes.

Step 3

The selected mystery box opens, and the user sees their gift, automatically generated by the system according to the widget’s settings.

Additionally, a brief description explains how to redeem the promo code and outlines other campaign terms, improving the customer’s experience with the game.

Step 4

An email is sent to the address provided during registration, containing the promo code and instructions for its use.

Results

The project took 1.5 months from idea approval to launch.

The results exceeded expectations: in just three weeks, gamification brought in as many new contacts as typically received over three months.

The primary goal of this activity was to expand the contact base and attract a new audience. However, the client also gained an additional key benefit—an increase in repeat purchases. This was particularly valuable, as boosting this metric is one of the brand’s core business priorities.

* Data calculated based on contact growth, comparing month-over-month performance.

Customers responded positively to the new communication format, and the subscription rate through gamification exceeded the average performance of the previous widget by seven times.

Given the success of this marketing engaging activity and the positive audience feedback, Pandora plans to launch additional gamified campaigns to maintain user interest.

If you're also looking to expand your customer base, boost user engagement, and increase conversions through interactive mechanics, gamified widgets could be the perfect solution.

Fill out the form below, and we’ll help you find the best strategy for your business to make audience communication more interactive and effective.

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