FAHASA launches the "Buy To Play" campaign, leveraging gamification to drive sales

To enhance customer engagement and drive sales during the Online Book Fair, FAHASA partnered with VietGuys to launch the "Buy To Play" campaign on Zalo, combining a purchase-to-play program with an interactive mini game. In just over one month, the campaign contributed to increasing the orders-per-customer rate to 126.7%, generated 18,722 game plays, and expanded the brand's customer community with more than 2,098 new Zalo Official Account followers.

Campaign Result

Orders per customer.

Game plays generated during the campaign.

New Zalo Official Account follower.

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Business Challenge

As one of Vietnam's leading bookstore chains, with nearly 50 years of operation and a network of more than 130 bookstores nationwide, FAHASA continues to invest in digital transformation initiatives to enhance customer experience and foster a stronger reading community.

However, despite having a large customer base across both online and offline channels, the company faced challenges with fragmented customer data, limited post-purchase engagement, and underutilization of its existing customer base to drive sales and build long-term customer loyalty.

Campaign Objectives

Increase sales and encourage customers to make more purchases.
Enhance customer engagement through a gamified experience.
Expand the Zalo Official Account follower base to support long-term customer engagement.
Collect customer data and build a foundation for future marketing campaigns.

Solution & Implementation

To achieve these objectives, FAHASA partnered with VietGuys to implement the "Buy To Play" campaign, built around the customer journey of "purchase - automated Zalo Business Solution (ZBS) messaging – play the game – receive rewards", through the following key activities:

Launched the "Buy To Play – Top Orders, Win Rewards" campaign, allowing customers to earn game plays based on the value of their purchases during the Online Book Fair.
Introduced the "Speedy Penguin" mini game on the Zalo Mini App, creating an engaging branded experience while encouraging customers to return multiple times to climb the leaderboard and win rewards.
Automatically delivered game play notifications, prize announcements, and digital vouchers through the Zalo Official Account, ensuring continuous customer engagement throughout the campaign.
Integrated a digital gift wallet on Zalo, enabling customers to conveniently store and redeem vouchers without downloading an additional application.
Provided a real-time data tracking and reporting system, enabling FAHASA to monitor campaign performance and optimize future customer engagement activities.

Campaign Results

After just over one month of implementation, the campaign delivered outstanding results:

Achieved an orders-per-customer rate of 126.7%, with an average of 1.27 orders per customer.
Generated 18,722 game plays, of which 43.38% were used by customers.
Gained more than 2,098 new Zalo Official Account followers, expanding FAHASA's customer community and laying the foundation for future customer engagement and re-engagement initiatives.

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FAHASA launches the "Buy To Play" campaign, leveraging gamification to drive sales

Business Challenge

Campaign Objectives

Solution & Implementation

Campaign Results

TUTORIAL