Incentive programme
Babyliss Pro Grand Prix
BaByliss Grand Prix Incentive Programme was aimed at multi-brand sales representatives and aimed to increase sales of the brand’s professional range of products in the hairdressing sector. Based on the principles of gamification, the competition was organised around a microsite with an F1 aesthetic, as the target audience was male-dominated.
To preserve anonymity and increase excitement, each participant was assigned a nickname (the name of an F1 driver). Drivers had access to an intranet to upload their orders, enabling their scores and positions to change in real time. Weekly bonuses were communicated via email to keep users engaged with the contest
months of incentive campaign to boost sales of the Babyliss PRO range, among hairdressers
MICROSITE
The screens were designed according to UX criteria, as the target audience was not particularly tech-savvy
As the competition was invitation-only, unique codes were generated for registration and to access each pilot’s intranet. Participants could then use these codes to check their position in the rankings, view the points they had earned and those pending moderation, and upload new requests to earn more points.
Client
Babyliss
Date
2015
My Role
Promotional concept and mechanics, graphic and web design, liaising with development team, copywriting, contest management (rizes, points, moderation, incidents, etc.), legal terms and conditions
BaByliss is a brand specializing in innovative hair styling tools, founded by Parisian hairstylists in 1961 who invented the first professional curling tong. The brand, along with its professional line BaBylissPRO offers high-performance hair dryers, straighteners, clippers, and other appliances for both professional stylists and consumers. Since 1995, BaByliss has been part of the global Conair Corporation, an American company known for personal care and beauty products
Objective
To increase sales of the professional range of products in hairdressing salons
Target audience
Multi-brand sales representatives, who will be incentivised to place orders for the BabylissPro brand
Expected number of participants
70-80 people (we finally got 120 participants)
Number of products subject to sales scoring
40 products
One Intranet for each user and another for the moderator
On their intranet, users could:
– check the points earned according to the type of products sold
– enter orders placed: order number, date, name of product sold and number of units sold.
The system recorded the order with the date and time of registration and informed the user that their points still had to be validated by the Track Judge (administrator).
The track judge’s (administrator’s) intranet:
– Displayed the orders that still needed to be validated
– Allowed validation on a product-by-product basis rather than for the entire order
– If a product was not valid, the administrator was required to fill in a text field with the reason for non-validation so that the user could rectify the issue appropriately.
– The administrator could award extra points to participants:
– The fastest of the week (the first to place their order)
– The participant with the highest number of points for the week
– The participant with the highest number of points for a specific product.
The track judge could download an Excel database containing all users’ order entry dates, weekly points, points per product, and so on, to help him assign the bonuses.
In any case, the system automatically assigned a bonus for registering before a certain date (which encouraged users to join the game as soon as possible).
The key to success in terms of participation and sales was simple:
Easy-to-understand dynamics, a user-friendly website, an attractive design, weekly emails to maintain interest and encourage competitiveness, and very appealing prizes.
Once the deadline for submitting entries had passed and the race judge had validated everything, the final ranking was announced.
The top seven finishers were guaranteed a prize.
The winner had the privilege of choosing their prize first, followed by the other winners in order of ranking.
