Aptamil is a premium infant nutrition brand within Danone’s early-life nutrition portfolio, offering scientifically developed infant formulas and nutritional solutions tailored to support babies’ growth from birth through early childhood.
For the Christmas season, Aptamil sought to transform the website experience into a more engaging and interactive journey, leveraging seasonal engagement mechanics to capture users’ attention in a crowded and highly competitive market.
One of the primary challenges was maintaining user interest during the early stages of the customer journey, where visitors were often comparing products or casually exploring and therefore more likely to leave the site without meaningful interaction. Increasing session quality and reducing premature exits became a strategic priority.
To tackle this, Aptamil and Verada launched a Christmas-themed Advent Calendar experience featuring gamified interactions embedded within the browsing flow. The initiative was designed to encourage exploration, extend time spent on site, and stimulate deeper product discovery through a more dynamic and rewarding user experience.
The campaign generated measurable improvements in engagement throughout the activation period:
-14% in Bounce Rate.
Almost 50% of users who interacted with the widget continued their journey by visiting at least one product page.
By combining seasonal storytelling with gamification mechanics, Aptamil successfully created a more immersive browsing experience capable of increasing both engagement and navigation depth.
By combining seasonal storytelling with gamified experiences, we created a more immersive journey for our users - encouraging exploration and strengthening engagement from the very first touchpoint.
Federica De Girolamo.
Direct to Consumer & CRM Manager. Danone Italia.
June 2026.
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