Yves Rocher Luminelle Case Study - Make Up Collection Facebook App March 2012

1. Yves Rocher – Luminelle : objectives
Yves Rocher fanpage : recruit fans
Luminelle product range : build awareness

2. 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.

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

4. In-flow Game
Rules

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

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

7. Product are then added to user’s collection

8. 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.

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

10. 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.

11. 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