Case Study: L’Oréal SAPMENA Le Tour – Gamifying Graduate Recruitment for Talent Acquisition
Case Study: L’Oréal SAPMENA Le Tour – Gamifying Graduate Recruitment for Talent Acquisition
L’Oréal sought to reimagine its traditional campus hiring events for fresh graduates across the SAPMENA region with a creative, scalable, and engaging way to attract and connect with young talents digitally.
952
Players
11,721
Completions
2,753
Achievement Unlocked
401
Votes
About The Client
L’Oréal, founded in 1909, is a global beauty leader with 35 international brands under its portfolio. The company continues to push boundaries in innovation, research, and digital transformation, aiming to create beauty that moves the world.
In the SAPMENA region, L’Oréal focuses on connecting with young, diverse, and ambitious talents to drive future growth.
The Challenge
- Physical campus fairs were no longer feasible, creating a major gap in reaching fresh graduates.
- Traditional recruitment channels like social media and email lacked interactivity and emotional engagement.
- L’Oréal needed a new approach that could replicate the energy of on-campus fairs online while showcasing the brand’s inclusivity, sustainability, and innovation.
Goals
- Engage and attract fresh graduates across SAPMENA.
- Build awareness of L’Oréal’s diverse career paths and company culture.
- Deliver a fun, gamified candidate experience that differentiates L’Oréal from competitors.
- Encourage social sharing, learning, and active participation.
The Player Profile
Persona:
Digitally savvy students passionate about sustainability, beauty, and diversity. They value meaningful experiences and enjoy playful, purpose-driven learning.
Pilot Group:
Internal staff and digital users eager to test the experience and champion inclusivity.
Main Target Audience:
University students and fresh graduates from SAPMENA campuses who are enthusiastic about exploring career opportunities with L’Oréal.
The Solution: L’Oréal SAPMENA Le Tour
L’Oréal collaborated with Gametize to create L’Oréal SAPMENA Le Tour; a gamified virtual cycling tour across 15 countries in the region. Players explored each country through themed challenges, earning passport stamps as they progressed.
The theme and narrative is for students to explore each country by cycling around the World and complete challenges unique to the country. Upon completion, the players will receive a stamp on their passport.
L’Oréal organize a SAPMENA region tour to invite students to the uniqueness of these regions as the type of contents. Through the journey, the players will be able to better understand L’Oréal values.
The numbers...
Across the region, with 952 players joining the experience and completing an impressive 11,721 challenges in total. The campaign also recorded 401 votes and 2,753 achievements unlocked, reflecting active participation and sustained interest throughout the event.
Verdict? Gametized!
Overall, the campaign exceeded engagement benchmarks, deepened brand connection, and set a new standard for gamified recruitment.
Through innovation and collaboration, L’Oréal and Gametize successfully transformed graduate recruitment into a fun, engaging, and memorable digital adventure.