Rimi’s Smart memory game campaign
Rimi launched a new private label product line – Rimi Smart – with updated packaging. The goal was to introduce these products in a way that would make people remember them and recognize them later on store shelves. The solution, created in collaboration with Adact, was an interactive memory game that kept people engaged with the products for an unusually long time in a digital marketing context (on average 60+ seconds). The campaign aimed to both attract new players and increase repeat plays. The approach relied heavily on A/B testing and continuous optimisation to maintain strong results and keep advertising costs low.
How?
The campaign focused on a gamified product showcase through a Rimi Smart memory game. Meta platforms were chosen as the primary channels, supported by Facebook and Instagram posts in Rimi’s own channels. The strategy had two main parts: attracting new players and increasing repeat plays through retargeting. Both the messaging and the visuals were A/B tested in two colour versions – Rimi red and blue. Results showed that the red visuals performed 18% better overall, though in retargeting the blue visuals performed marginally better in the early days, likely due to novelty. The campaign was continuously adjusted to prevent ad fatigue and maintain engagement. Two targeting methods were also tested: the previously successful lookalike audiences and Meta’s new Advantage+ targeting. The latter outperformed in visits and plays by 20%, and in impressions by 50%, leading the team to continue with Advantage+ for the remainder of the campaign.
Results
The campaign exceeded all goals several times over. The target for plays (10,000) was surpassed with 96,768 total plays, and the visits target (5,000) was exceeded more than threefold with 16,447 visits at a cost of only €0.07 per visit. The repeat play target (2) reached 10.6, with the most active player playing 2,855 times and many playing more than 10 times. The bounce rate was just 8%, and 83.5% of players completed the game. The campaign collected 9,118 email leads at just €0.13 per lead. Average play time was 60 seconds – 30x higher than the typical 2-second view time of a banner ad. Thanks to A/B testing and targeting optimisation, results increased by about 25% overall. This campaign brought an innovative gamified solution to the Estonian retail sector, linking digital engagement with in-store product recognition.
If you’re looking for a way to make your product introduction memorable and highly engaging, gamified solutions can be an effective and innovative choice. Vaas creates campaigns that combine interactive experiences, data-driven optimisation, and clear business goals. Get in touch to explore how we can tell your brand’s story in a way that stays in people’s minds long after they’ve seen it.