FMCG marketing can be as challenging as it is rewarding. Turning initial consumer-brand interactions into lasting loyalty requires standing out in a crowded market and building meaningful connections with consumers. In today’s digital world, access to first-party and zero-party data (like names, emails, or personal interests) is essential to making that happen 🤝

Qualifio’s 50+ interactive marketing formats are designed to grab your audience’s attention, drive engagement and sales, and encourage data sharing through attractive campaigns. In this article, we highlight 10+ must-use Qualifio features that you shouldn’t miss as an FMCG marketer, each one helping your marketing campaigns deliver results.

Features that drive engagement and sales

Campaign as a QR code: a physical-digital bridge 

QR codes are a simple yet powerful tool to connect your physical consumer touchpoints with digital campaigns. Whether printed on packaging, in-store displays, or promotional materials, QR codes make it easy for consumers to access your campaign and engage on the spot.

Qualifio automatically generates unique QR codes for any campaign available as a minisite or for mobile access. Just download your campaign’s QR code and print it to turn physical spaces and products into gateways to your digital campaigns.

💡 QR codes are especially effective for promoting digital contests. Consumers can join in seconds with their phones, and share their data for a chance to win a prize!

Campaign access codes: another physical-digital bridge

With Qualifio, you can generate lists of unique codes, link them to your campaigns, and share them with participants as discounts or as access codes (to unlock campaign entry).

Here’s how you can leverage unique codes as access codes:

1️⃣ Generate a list of unique codes on Qualifio and print them on product packaging or receipts.

2️⃣ Create a contest on Qualifio and promote it on your products, adding a QR code for easy access.

3️⃣ Ask participants to provide 1 to 5 unique codes found in purchased products to access your campaign.

💡 Buy-and-win campaigns with access codes and flashy prizes can help you boost your product sales, as consumers make multiple purchases to collect codes and participate in your contest, all while making your campaign feel exclusive and exciting!

Personalise your campaign content with dynamic variables 

When participants see personalised content in your interactive marketing campaigns, they feel closer to your brand, and dynamic variables make it easy to create this connection.

Dynamic variables are placeholders that automatically display participant-specific data, such as:

  • {firstname}: participant’s name.
  • {score}: participant’s score in a campaign.

These are some of the ways you can use dynamic variables in your interactive marketing campaigns:

  • Show participants the score they achieved.
  • Announce a prize or discount code they won.
  • Display information shared by participants, from identification data to their responses to questions about your products.
  • Recommend products to purchase after campaigns like personality tests or gift guides, where participants reveal their interests.

Leaderboards: boost engagement through friendly competition 

Tapping into your audience’s competitive spirit can give your campaign a participation boost. And nothing sparks competition like a leaderboard! 🥇

Leaderboards display participants ranked by the points they have earned, whether through a quiz or any gamified format with a point mechanic (like the catcher or slice it!).

Adding one to your campaign lets participants see where they stand in the competition, encouraging them to participate again to get a better score and climb higher.

This feature works great with time-limited contests, encouraging participants to stay at the top of the leaderboard to win the best prizes before the campaign ends.

💡 Competition and virality with user-generated content (UGC): use our photo, video, or written contest formats to create shareable, vote-based competitions. These not only rank participants, but also boost your brand visibility through UGC that participants themselves can share on social media.

Expand your campaign’s reach with social sharing 

Social media buttons enable participants to share your campaigns on platforms like Facebook, WhatsApp, or X, helping amplify your reach organically.

You can activate them in your campaign’s virality settings, and they’ll appear in its top-left corner. You may also:

  • Customise the message participants will share on social media with dynamic variables (e.g., including the participant’s score in a game).
  • Add a thumbnail image that represents your brand and invites others to participate.

Social sharing is especially effective for contests with user-generated content, but also on campaigns themed after seasonal events or international days, when online activity spikes.

💡 Encourage participants to share your campaign on social media by offering them extra points or bonus participation in exchange for sharing.

Buttons that drive action 

Your campaign’s exit screen is a very valuable point of engagement with participants. Don’t let it be the end of your interaction! 👉🔘

Add customisable buttons to your campaign’s exit screen to redirect participants toward further actions that support your marketing goals, such as visiting:

  • Your brand’s e-shop for a personalised purchase.
  • Another campaign.
  • A partner site or a promotion.

Customise the size, shape, and colour of your buttons to match your campaign’s look and feel, and make the most of this final touchpoint with participants.

💡 Did you know you can also add a play again button to your campaign’s exit screen in a couple of clicks? It’s a great way to boost engagement and increase brand visibility.

Turn participation into online or in-store sales with coupons 

Rewarding participants with discount coupons 🎟️ at the end of a campaign (via exit screen, email, or sms) is an effective way to turn their engagement into purchases.

After completing a game, quiz, or other interactive campaign, participants can instantly receive a discount coupon – a great incentive to buy your products, whether online or in-store.

Integrate your coupon provider with Qualifio and start using this tactic to move consumers from engagement to purchase in just a few clicks.

Features that help you collect and enrich consumer data

Master forms: consistent, cross-campaign data collection 

Forms are a core tool on Qualifio, helping you collect valuable consumer data through a variety of fields. You can use them to collect any data you like, from identification information like name or email address, to segmentation data like flavour preferences, household needs, or anything else!

Master forms are form templates you can use across multiple campaigns, ensuring that you ask consumers for the same types of data where you want to do so. If you alter a master form, the changes will be reflected in all campaigns where the form is present. They help you:

  • Collect consumer data consistently across campaigns.
  • Save time by not creating identical forms from scratch.
  • Avoid missing essential fields in newly created forms.

Use SSO to collect data progressively 

Integrating single sign-on (SSO) with Qualifio provides a smooth experience for participants across your campaigns and forms 😌

When users are already logged into your brand environment (like a website or app), you can use SSO to automatically pull previously shared data and pre-fill form fields.

This saves participants from re-entering information, reducing friction and boosting form completion rates.

But SSO goes beyond forms. It also helps you to collect participant data through different campaigns over time, linking it to the same profile without asking for their personal details more than once.

The result? A progressive enrichment of consumer data profiles, combining not only their identification information but also their preferences and interests.

Data validation: build a high-quality database 

Accurate, high-quality data is essential for effective marketing 🫡 Qualifio’s data validation add-on helps you collect homogeneous and reliable information through your interactive campaigns.

By fixing errors on phone numbers, email addresses, and postal addresses provided through forms (and validating their existence), this tool helps:

  • Maintain a clean database collecting data homogeneously.
  • Maximise ROI by avoiding marketing to non-existent or fake personas.
  • Boost form conversions with real-time suggestions and error correction.
  • Reduce spam and fraud by blocking suspicious participations before they reach your database.

💡 Data validation is especially important in campaigns where the quality and contactability of your leads matter. 

Start building a high-quality database

Features that simplify participation and prize management

Control your prizes with participation limits

If you’re launching a contest with prizes, you don’t want a few participants claiming most of them while the rest of your audience is left empty-handed 😢 Participation limits help you control prize distribution and create a sense of urgency around your campaigns.

There are two types of limits you can set:

  • Individual limits: define how often a person can participate (daily, weekly, etc.) using their email address, phone number, or IP address.
  • Collective limits: cap the total number of participations across all users within a defined timeframe (e.g., 1,000 times a day, up to a total of 10,000).

💡 This feature is ideal for giveaway campaigns with a limited number of prizes, and for creating first-come, first-served campaigns where everyone wins (if they act quickly!).

Select winners easily with our built-in tool 

Drawing winners for your contests is quick and easy with Qualifio, regardless of the number of participants your campaigns attract 🏆

Our built-in tool saves you the hassle of exporting data and manually filtering participants to pick winners. With just a few clicks, you can:

  • Choose the number of winners to draw from a campaign’s participants.
  • Exclude previous winners and filter participants by highest score, time of participation, and answers given.
  • Assign prizes either randomly or manually.

It’s the perfect solution for large-scale contests where transparency and fairness are key.

Control who takes part in your campaigns

Ever launched a contest where bots ended up snatching most prizes from your real audience? 🤖

You can prevent this by integrating your preferred CAPTCHA tool with Qualifio, ensuring only real users can participate in your interactive marketing campaigns.

CAPTCHA doesn’t just help keep your prizes for your human audience; it also keeps your database free from fake entries, maximising the quality of your data and your marketing ROI.

💡 This CAPTCHA integration is part of our Campaign Shield add-on, which also includes IP-based geo-blocking. This feature allows you to restrict campaign access to users from specific countries. Together, these features help you safeguard both your campaigns and the data you collect, ensuring participation comes from real users in your target markets.

Did you already know any of these must-use features for successful FMCG marketing campaigns? Whether you’re looking to collect first- and zero-party data from your audience, boost your sales, or increase consumer engagement, these features are here to help your campaigns deliver results.