40,000 Prada samples requested in less than a day

L’Oréal sought to drive awareness and favorability of their Prada Candy fragrance by reigniting the product’s relevance with their A18-34 target audience. Prada Candy entered the world of mobile gaming to delight players by bringing the fragrance into the world of Candy Crush Saga.

As one of the world’s most popular mobile games with hundreds of millions of active users, the characters and world of Candy Crush are beloved by players. This creative collaboration brought together Prada Candy and Candy Crush’s brand into a custom mini-game that provided players with an elevated ad experience, enhancing gameplay and deepening brand affinity.

L’Oréal entered mobile gaming to create an ad experience that leveraged the fun, playful nature of both Prada Candy and Candy Crush Saga. Through a custom first-of-its-kind Playable, our team weaved together the fragrance and the game’s iconic design. The mini-game integrated Candy Crush IP into a classic memory match game where the Prada Candy product was gamified along with familiar Candy Crush candy pieces and hidden within chests. Players had to tap chests one at a time and match the correct pairs.

The experience was the perfect balance of fun and challenge that Candy Crush players have come to expect and love. Once completed, players were able to redeem a fragrance sample and learn more about the product.

The campaign was highly successful in driving interest and sampling of the fragrance. Within 24 hours, 40,000 fragrance samples were requested by players who played the mini-game and the fragrance redemption site saw an 1,800%+ increase in weekly traffic.

The campaign also drove significant uplift for Prada Candy across all key metrics. Ad recall saw a +52% pts lift, awareness saw a +24% pts lift and favorability saw a +3.5% lift. In terms of campaign engagement, Prada Candy saw 96.2% of players complete their ad experience and 6.6% of players click through to learn more.

Prada Candy invited players into a world where fragrance met fun through a custom integration in Candy Crush Saga. The interactive mini-game blended Prada Candy’s bold, playful identity with the beloved Candy Crush experience, giving players a new way to engage with the fragrance while earning in-game rewards.

The campaign achieved standout results, with 40,000 fragrance samples requested within 24 hours, an 1,813% increase in website traffic, and a 98.9% engagement rate. This activation proved how luxury brands can connect authentically with audiences through creative, interactive experiences in gaming.