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Case Study · 11 of 13

How Michu taught shoppers about tofu litter by letting them play.

Brand
Michu
Mechanic
‘Kitty Klean-Up’ game
Window
Campaign run
Result
3× higher email CVR
Run a campaign like this →See the campaign creative ↓
CAMPAIGN SNAPSHOT
‘Kitty Klean-Up’ game
3×
Higher email CVR vs. standard capture
Higher AOV+37%
Game completion88%
Signup lift+58%
▶

PlayAbly built a game where players clean a digital litter box and learn why tofu litter wins — capturing emails as they play. No boring ad required.

▶Kitty Klean-Up · product education that plays
Results

Players learned, then bought — no boring ad required.

▶ Product photoAdd a product / lifestyle shot
3×
Higher email CVR
vs. standard capture
+37%
Higher AOV
Players bought more
88%
Game completion
Most players finished
+58%
Email signups
From first-time visitors
"
I learned more about cat litter from a game than any ad — and I subscribed.
MC
Michu Customer
Verified buyer

01 — A better product nobody understood.

Michu’s tofu litter is genuinely better, but its benefits don’t land in a banner ad — shoppers scrolled past.

They needed a way to teach the ‘why’ that people would actually engage with.

02 — A game that teaches by doing.

We built ‘Kitty Klean-Up’ — players clean a digital litter box and discover, through play, why tofu litter wins.

03 — Learn, play, subscribe.

PlayAbly shipped the game on Michu’s store, capturing emails mid-play and lifting both AOV and signups — no discount.

04 — The outcome: shoppers who learned, then bought.

Players completed the game 88% of the time, signed up at 3× the standard rate, and spent +37% more.

The creative

What shoppers actually saw.

Intro · Play for a discount
MICHU
▶ Kitty Klean-Up

Clean the box.
Learn the trick.
Win the deal.

PLAY
Onsite trigger
Gameplay
CLEAN THE BOX
Scoop fast, score big.
See how clumping tofu litter really is.
Product game
Guess the bag — get a reward.
Match the litter to its benefit, then drop your email to claim it.
Why it worked

Three reasons this beats a discount.

A

Teach by playing.

Players learned the product’s ‘why’ in a way no banner could deliver.

B

Higher carts.

Educated, engaged players spent more — AOV up 37%.

C

Opt-ins through fun.

Signups came from play, not a discount bribe.

Have a moment your customers are already watching?

Bring us the trigger. We’ll handle everything else — rules, hedging, payouts, the lot.

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