PREPARED FOR DABUR INDIA

Campaign Review · 8 April – 8 June 2026

Turning browsers into known audiences.

How Dabur became the first enterprise to transform organic digital traffic into verified, contextual first-party cohorts using WNNR GameCentre.

Duration 60 Days

Traffic Source 100% Organic

Paid Media Spend Zero

Platform Daburshop.com GameCentre

WNNR.in

Pilot Structure

What we set out to do.

A 60-day infrastructure pilot to prove that gamified engagement can generate usable first-party data from an existing e-commerce audience.

WNNR

Objective

Develop first-party data cohorts from Daburshop.com traffic

Method

Gamification as a behavioural data layer, not a promotional mechanic

Game Format

Raffle with quiz-based data capture

Integration

Redirect (Shopify constraint; integration ready for Year 1)

Destination

daburgamecenter.com

Analytics

GA4 + HIVE Intelligence Dashboard

Duration

60 days

🎯

Overall Vision

Build core infrastructure that enriches first-party intelligence, improves engagement quality, and enables year-round cohort development aligned to Dabur's commercial calendar.

Pilot Conditions

Three constraints. Three proofs.

Every limitation of this pilot also demonstrates what becomes possible when those limitations are removed.

WNNR

01

Redirect, Not Integration

Daburshop.com is built on Shopify. Dabur management chose a redirect to the gamified environment rather than an embedded integration for this pilot.

Every user who crossed a separate domain, hit an OTP wall, and still engaged chose to be there. This is the most intentional audience Dabur has ever measured online.

02

Homepage Banner Only

A single static banner on the Daburshop.com homepage. Dabur's own data confirms most traffic lands on product pages, not the homepage.

With placement on product pages, where purchase intent is highest, the same mechanic will intercept a categorically more valuable audience. This is an untouched opportunity.

03

60-Day Window

The nature of any pilot is short-term. Not enough time for users to complete the full BEE question depth or for seasonal patterns to emerge.

32% of users returned without any re-engagement prompts. With a 12-month window and active CRM triggers, that retention curve changes materially.

The Entry Point

One static banner. Zero paid amplification. Real audience intelligence.

Performance

The numbers, in honest context.

All results are organic. No paid media. No influencer amplification. No email blast.

WNNR

51,000 visits to Daburshop.com during the pilot period. Of those, 1,814 clicked through to GameCentre from a single homepage banner. That is a 3.6% banner CTR on a site where, by Dabur's own data, the majority of traffic lands directly on product pages, never seeing the homepage at all. The real addressable pool for this banner was a fraction of 51,000.

826

Unique registered users

3m 19s

Average time on platform

32%

Repeat participation rate

6.6

Declared data points per enriched user

60%

Raffle task completion rate

662

Raffle entries generated

⚠ Friction Point to Address

55% drop-off at login

1,814 entered the GameCentre. 630 reached the game lobby. Mandatory OTP on a redirect, before showing the reward, is the structural cause. This is a product fix, not a traffic problem. Integration resolves it.

Top 10 Cities by Participation

New Delhi175

Mumbai104

Kolkata87

Patna82

Bengaluru77

Hyderabad67

Lucknow71

Bhubaneswar65

Indore45

Agra43

Patna outperformed Bengaluru and Hyderabad. Tier 2 cities are not a secondary market for this audience. They are the market.

Data Quality

What the data actually says.

Volume was constrained by pilot conditions. Data quality was not.

WNNR

50%

of registered users progressed to earning raffle tickets. Incentive-driven participation at scale, without a single paid prompt.

197

unique users completed at least one quiz question, creating declared-data profiles. That is 30% of all participants voluntarily sharing preferences.

6.6

declared data points per enriched user. Each engaged participant contributed approximately seven preference-based responses. This is not inferred data.

Zero-Party Data (Declared Through Quizzes)

Immunity priorities and wellness preferences

Household structure and family composition

Health purchase decision-making role

Caregiver status and dependant profile

Foundation for CRMx segmentation and future personalisation

First-Party Behavioural Signals (Observed)

Session count and return frequency

Time spent and quiz depth

Raffle and game participation pattern

Device type and repeat visit cadence

31 users returned for multiple sessions · 4.7% return rate with zero re-engagement prompts

Inferences

Three numbers that matter.

WNNR

30%

Engaged deeply enough to complete a quiz

50%

Progressed to earning raffle tickets, demonstrating strong incentive-driven participation

197

Provided at least one explicit answer through quizzes, creating enriched customer profiles with declared preferences

6.6

Average data points per enriched user, derived through deep declared interactions

Most Engaged Users Returned Unprompted

Immunity priorities

Household structure

Health purchase decision-making

Caregiver status · Wellness preferences

Audience Intelligence

Who came. And why it matters.

The profile that emerged challenges a common assumption about who engages with gamification.

WNNR

Health Purchase Decision-Making

38 users said
"I decide for everyone."

Only 4 respondents selected "individual decisions." The dominant profile is a household health decision-maker, not a solo consumer. This is Dabur's core buyer.

Household Structure

Families with children.

Most respondents reported young families or families with teenage children. Only 2 indicated no children. 27 users identified as primary caregivers for elderly dependants.

Key Finding

"Gamification resonates with the family man and the household health decision-maker, not just the young gamer. This is Dabur's mass-market customer, self-selecting into a data capture mechanism."

82 Users from Patna, outperforming both Bengaluru (77) and Hyderabad (67). The Tier 2 buyer is present, engaged, and undercounted.

31 Users returned for multiple sessions with no CRM re-engagement, no notification, no nudge of any kind.

3m+ Average dwell time on a redirect, behind an OTP wall, with no guaranteed prize. This audience is not passive.

What We Learnt

The funnel works. The gate does not.

Users are arriving with intent. The drop-off is structural, not motivational. Every cause has a specific fix.

WNNR

👁

Value proposition hidden behind login

Users see an OTP wall before they see the prize. The reward must be visible before the ask.

🔗

Redirect creates a trust gap

Users leave Daburshop.com for daburgamecenter.com. Integration within the brand ecosystem removes this friction entirely.

📱

Banner placement misses purchase-intent traffic

Most DaburShop traffic lands on product pages. A homepage-only banner reaches the smallest, least-intent slice of the audience.

🔔

No re-engagement loop for registered users

826 users have phone numbers stored. No WhatsApp or SMS follow-up was activated. This is a dormant CRM asset.

Year 1 Fixes Already Scoped

1Open games without login. OTP required only at the point of reward claim.

2Integration embedded within Daburshop.com, not a redirect.

3Product page placement alongside homepage.

4One-click social sign-in to reduce OTP friction.

5WhatsApp and SMS re-engagement for registered user base.

6Personalised re-engagement based on quiz depth reached.

7Gamified progress indicators to increase quiz completion.

8Live HIVE dashboard access for Dabur management.

Year 1 Product Roadmap

Faster games. Richer data. Deeper engagement.

Three additions to the game layer, each designed to shorten the data collection cycle and increase platform return rate.

WNNR

🅉

Brick Breaker

An instant-play arcade format requiring no onboarding. Drives repeat daily sessions and creates a low-friction entry point for new users who are not yet ready to answer questions.

🧱

Anagram Rush

A vocabulary-based game with built-in brand category association. Naturally suited to Dabur's wellness and ingredient vocabulary. High replay value, short session length.

🏸

Wheel of Wellness

Instant-win spin mechanic with daily cadence. Creates a habitual return loop. Reward variety keeps the incentive fresh across extended campaign windows.

🔗

Integration Status

Shopify integration is built and ready to deploy. Year 1 begins inside the Daburshop.com environment, not alongside it.

Intelligence Layer

HIVE: the brain behind the experience.

Engagement without intelligence is entertainment. HIVE is what turns game interactions into commercial decisions.

WNNR

🎯

Declared Data, Not Inferred

HIVE captures what users actively tell you through interactive questions and reward-linked responses. Not what an algorithm guesses from passive browsing behaviour.

📊

Live Audience Cohorts

Builds and updates behavioural segments in real time as users engage. Every new session either confirms an existing cohort or begins building a new one.

💡

Commercial Signal Surfacing

Surfaces the audience signals most relevant to campaigns, product strategy, and future sponsorship or co-brand targeting. Not a dashboard of vanity metrics.

🔒

Privacy-First by Architecture

No personal data questions. No third-party cookies. Fully compliant with DPDP Act 2023, GDPR, and ESOMAR standards. Consent is embedded in the game mechanic itself.

"Every game session is a structured research interaction. The user thinks they are playing. The brand is learning."

The Year 1 Case

From pilot to owned asset.

A year-round GameCentre is not a campaign extension. It is a first-party data infrastructure that compounds in value with every interaction.

WNNR

📅

Seasonal Moments

Branded game experiences tied to Mother's Day, Father's Day, Republic Day, World Health Day, Yoga Day, World Heart Day, Diwali, and other key calendar moments aligned with Dabur's wellness narrative.

🎮

Always-On Engagement

Rotating game formats and monthly fresh content ensure the platform does not fatigue. Low engagement modules are identified and replaced through monthly HIVE review.

💬

CRM Re-Engagement

Email and WhatsApp notification capability for the registered user base. 826 users from the pilot are already a warm audience for Year 1 activation at zero incremental acquisition cost.

🏭

Brand Storytelling

Video-led game moments, interactive content journeys, and branded game modules that embed Dabur's product range and wellness positioning directly into gameplay.

📈

Compounding Intelligence

Each seasonal campaign improves the next. HIVE learns continuously from interaction patterns. Cohort quality, message precision, and personalisation all improve with time. This is Dabur's temporal data moat.

🔨

Management Visibility

Monthly review cadence with live HIVE dashboard access. Dabur's marketing leadership sees cohort development, campaign performance, and audience intelligence in real time.

The Proposition

We proved this works with zero paid media, a redirect, and a single static banner. Give us integration, product page placement, and a 12-month window, and we will build Dabur an audience intelligence asset no competitor can buy.

WNNR

.in

Live Intelligence

HIVE in the room.

This is what Dabur's marketing team sees. Live. Every day.

WNNR

Active Campaign · Spring 2026 Pilot

Day

65

Tickets

98.1%

● Cohort Opening — Stress & Mental Wellness

Community

664

Members

9

Active Now

Live Alerts

⚠ Lapsed Premium Members detected

⚠ OTP success rate dropped to 71% in last 30 min — check SMS gateway

Which cohort should I target for this campaign right now?

Which city has the most engaged members right now?

Which raffles are performing best this week and why?

Who is disengaging and what should Hive recommend?

Is there demand in this community for a new Dabur product in the oral care category?

Build a WhatsApp campaign brief for the top BEE cohort

Ask Hive about your Dabur community...

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