Yves Rocher – Luminelle : objectives

Yves Rocher fanpage : recruit fans

Luminelle product range : build awareness 

Yves Rocher – Luminelle : concept

This app is inspired by "McDonalds Monopoly" : users collect Yves Rocher Luminelle

product range items and exchange them with friends. The goal is to complete the

collections in order to win gifts, discount vouchers and a final star prize.  

Fan Gating: Users must become fan of the page to enter the game

In-flow Game Rules

Upon first connection: pre-filled form. User can then view/modify personal information entries and opt-in to subscribe to Yves Rocher newsletter.

Every day, users can collect up to 3 new Luminelle products at random.

Product are then added to user’s collection

Users can create a personal « wishlist » : a list of 5 products she would like to try. An « exchanging list » of 5 items can also be created.

Once the collection is completed, the user can claim coupons or gifts.

When player has completed the whole collection, she is automatically entered for a star prize at great final draw. To be won: Luminelle full product range.

Yves Rocher – Luminelle : results

30k fans driven by early campaign (paid media)

60,000 fans driven by viral channels ! (earned media)

Over 1M friend-to-friend impressions

That is + 90k fans over campaign period (owned media)

Engaged fans : 81% of users allowed the app