Case study on Mulberry— A simple fun quiz to amplify the fashion styles of new collection

(26 Sep, 2014) As part of the larger campaign in celebrating the launch of Cara Delevingne collection, Mulberry designed a mobile-first interactive quiz to get audience feel the brand’s seasonal styles.

The quiz “Carascope” is featured prominently on the homepage of her official website, calling audience to play it and find out handbags that match you the most. 

Deepen the sense of personal relations with the products

In the style quiz, audience is invited to simply tap a preference from each of the 5 pairs of contrasting descriptions, such as large, little, day and night. 

By acquiring their favourites and matching handbags of their styles, the quiz makes meaningful connection between each individual and the products, stimulating their interests to stay on the website.

Embody the abstract styles by beautiful animals

Fashion styles and concepts are often abstract to communicate. Yet, the styles of handbags are lively represented by interesting animals and one-word descriptions, such as posh, punk, naughty and town. 

The kinds of concrete and captivating representation prepare audience’s minds and strike their impressions on the distinct styles of this new series.

Drive customers along the path-to-purchase on-the-go

Leveraging the perfect timing when audience’s interests in the handbags have just been heightened by the fun quiz, a clear call-to-action button, “Shop”, is there on the result page to trigger immediate conversions. 

Mulberry’s style quiz has remarkably shaped a mobile-friendly and refreshing product viewing experience on an official website. The short but quality engagement with the products is the pivotal driver to attract customers on-the-go.