Super MiLD - Discover Your "Shampoo Style" with Japanese Super MiLD Shampoo, Developed by Marvy

Campaign Context & Objectives

As part of the journey to bring SUPER MiLD – a herbal shampoo brand from Japan – closer to Vietnamese consumers, Supermild aimed to create a digital interactive experience that would both help customers discover themselves and understand the differences between its two product lines: Natural and Scientific.

Instead of merely transmitting product information through traditional methods, the campaign was developed into an interactive quiz website. Here, users answer questions about their personal preferences and choices to discover if they belong to Team Nature or Team Science.

Through this experience, users not only gained a deeper understanding of their own preferences but also received suggestions for suitable Supermild product sets, along with an invitation to participate in an in-person event at Giga Mall.

Within one month, the website attracted over 6,000 visitors, with more than 350 people attending the in-person event, establishing a crucial touchpoint that seamlessly connected digital experience, product discovery, and offline activation.

Marvy's Solution Development

Instead of building a simple product introduction website, Marvy developed an interactive campaign website centered around a Personality Quiz mechanism.

Users begin by logging in and providing basic information, then sequentially answer 4 multiple-choice questions presented with intuitive images and references.

Each choice contributes to the final result, helping the system determine whether the user belongs to: TEAM NATURE or TEAM SCIENCE.

Upon completing the quiz, the system automatically displays personalized results and suggests the SUPER MiLD product group that aligns with the user's choices.

The experience doesn't conclude with the results screen. Users are further invited to participate in the SUPER MiLD event at Giga Mall, transforming the website from an online interactive tool into a direct bridge between customers and the brand.

 UI/UX Design: Optimizing the Experience on Desktop & Mobile

From the outset, the website was designed for a responsive experience, ensuring the quiz journey functions seamlessly on both Desktop and Mobile devices.

Mobile version

Desktop version

Consistent Supermild Branding

The interface utilizes Supermild's characteristic color scheme, product imagery, and natural visuals, combined with graphic elements representing the two groups: Scientific and Natural.

The visuals are consistently applied throughout the entire journey, from the login screen, questions, and results, to the product introduction and event information, ensuring users maintain a constant connection with the brand.

Intuitive Selection Experience

Instead of traditional text-based questions, users are allowed to select multiple preferred answers, leading to more intuitive results.

This approach makes the answering process quicker and more intuitive, transforming the discovery of personal preferences into an entertaining experience rather than a typical survey.

Game Mechanics & Key Features

Personality Quiz – Choose Your Team Based on Preferences

Before starting the quiz, users are invited to provide some basic information about themselves. Based on this data, the system guides players through 4 questions designed for two different purposes: to help users make personal choices, or to suggest options suitable for the whole family.

Each question is illustrated with a unique image to visually describe the choice context, offering multiple answers for players to consider. This minimalist design enables users to make quick selections without being overwhelmed by excessive information.

The system records all choices and calculates to determine if the user aligns with Team Nature or Team Science, transforming the product discovery process into a personalized experience rather than a mere questionnaire.

 Personalized Product Recommendation

Immediately after completing the quiz, the system displays results as percentages based on the player's answers, visually and personally indicating their inclination towards either Team Nature or Team Science.

Along with the results, the system also suggests additional Supermild products that align with the identified preference group, offering users a gentle recommendation alongside their self-discovery experience.

 Personalized Event Invitation

One of the standout features of the experience is the ability to generate personalized event invitations based on user information.

After completing the quiz, the system uses the logged-in information to generate corresponding invitation content, making it easy for users to identify event details and encouraging their direct participation at Giga Mall.

The experience, therefore, doesn't conclude on the digital platform but seamlessly guides users to the offline event.

 Simple, Easy-to-Complete User Flow

The website is divided into clear steps:

• Step 1: Log in / Enter information

• Step 2: Start Quiz

• Step 3: Select preferred answers to complete 4 questions

• Step 4: Receive results from Supermild Vietnam

• Step 5: Receive product suggestions

• Step 6: Receive event invitation

Streamlining the user journey ensures that users can easily complete the experience without interruption.

 Data Management: From Experience to Customer Data

Behind the simple interface lies a robust data management system designed to support the entire campaign.

The system records important information throughout the user's journey, including:

• Login information

• Choices made in each question

• Resulting Team

• Suggested products

• Invitation card information

• Campaign participation behavior

Centralizing this data provides the brand with a stronger foundation to understand customer preferences, needs, and behaviors, while also supporting campaign effectiveness tracking.

Results Achieved

By combining an Interactive Quiz, Personalized Recommendation, Data Collection, and Event Invitation, the campaign created a seamless journey from self-discovery and product understanding to brand connection and event participation.

Key Highlights:

• 6,000+ website visitors within 1 month

• 350+ in-person event attendees at Giga Mall

• 4 questions to discover preferences and classify Teams

• 2 Teams: Natural & Scientific

Beyond creating a fresh interactive experience, the campaign also helped Supermild establish more customer touchpoints, collect valuable user data, and seamlessly extend the digital experience into a real-world event space.

Conclusion

The SUPER MiLD Personality Quiz website offers a more engaging approach for users to familiarize themselves with the product: instead of starting with typical shampoo information, the experience begins with each individual's own preferences and choices.

This approach allows SUPER MILD to align perfectly with the needs of each user group, guiding them from the "Natural vs. Scientific" story to the ideal product line, and then further expanding the experience at the event.

Leveraging Interactive Web Experience, Personalized Recommendation, and Data Management, Marvy collaborated with SUPER MiLD to build a touchpoint that is both entertaining and enables more natural product discovery, ultimately making the brand image more relatable to customers.