Loyalty without fatigue.
Account Manager, CRM & Activation
Challenge
MaVieEnCouleurs brings dozens of consumer brands together in one loyalty programme. On the Mondelez and JDE brands, the same mechanics repeated and members drifted away.
Approach
CRM and activation, at Leo Burnett: game mechanics and offers renewed from one operation to the next, to keep members active.
Data scopeCRM data on participation and fatigue, behind the mechanics and the tracking of promotional claims.
30–40%
increase in promotional claims
Offer claims up 30 to 40 per cent.