THE JURY’S CHOICE AWARD

The Mobile Learning Awards (MLA) celebrate the most inspiring client projects, recognizing innovation and learning excellence across four main categories (Best Native Training, Best Integrated Training, Launch, and Best Campaign).

This article aims to share best practices for successfully launching a mobile learning application, through the case of DOUGLAS, winner of the Jury’s Favorite Award for the launch of Douglas Academy. We take a closer look at the key initiatives that contributed to the success of this project.

THE WINNER

Founded in Hamburg, Douglas is now Europe’s leading premium beauty retailer, operating in 22 countries. The brand combines prestigious products, expert advice, and a seamless omnichannel customer experience across its network of stores, e-commerce site, and digital services.

In 2024, Douglas took a new step in the digitalization of its learning culture with the creation of Douglas Academy, its first mobile learning application designed for all Beauty Advisors.

The goal: to provide a unified platform to develop skills, enhance product knowledge, and share the brand’s values on a global scale.

CLEAR AND ENGAGING OBJECTIVES

From the outset, the Douglas Academy project was built around simple yet ambitious goals:

• Achieve an 80% completion rate on mandatory training courses.
• Strengthen customer culture through a renewed approach to the shopping journey.
• Build Beauty Advisors’ confidence in presenting product ranges and new launches.
• Encourage peer learning by removing geographical and language barriers between countries.

Available in 16 languages, the platform has brought together all employees within a shared learning space — a powerful symbol of unity and inclusion.

A MULTI-CHANNEL LAUNCH STRATEGY

A global and local approach

The launch of Douglas Academy stood out for its multi-channel strategy and the mobilization of every level of the organization. The headquarters organized a series of workshops to support the 22 countries in the local implementation of the strategy, ensuring consistent and impactful communication.

Among the key initiatives:

• A presentation video highlighting the app’s main features.
• A video message from CEO Sander van Laan, displayed in the app’s wall slider on launch day — a powerful gesture to embody the company’s vision and thank the teams.
• A “How to Download & Register” tutorial video, translated into 16 languages using AI-generated voice-over technology.
• A dedicated landing page, gathering the promotional video, tutorials, and direct download links.

A creative and unifying field communication strategy

Douglas also designed an original and engaging promotional ecosystem to make the launch memorable:

• Branded beverages,
• Decorations featuring QR codes leading to the Douglas Academy landing page,
• Posters and displays placed in staff areas,
• Douglas Academy–branded phone holders.

These playful yet elegant items turned the launch into a true company-wide event. The campaign was also promoted during sales meetings and training sessions, where local teams had the opportunity to discover and test the app firsthand.

AN ENGAGING LEARNING EXPERIENCE FROM DAY ONE

From its very launch, Douglas Academy offered a rich and seasonal learning experience, designed to integrate seamlessly into the retail calendar:

• “Christmas Beauty Journey”, a course focused on key holiday themes,
• “Mint Carpet Journey”, centered on the sales ceremony and best client practices,
• “How to Use the App” modules to support onboarding and app navigation,
• and several localized trainings tailored to each market.

In addition, a launch challenge rewarded stores where all Beauty Advisors completed their first course, fostering a collective learning dynamic within just a few weeks.

A COMMUNITY-BUILDING SOCIAL WALL

On the app’s social wall, the CEO’s video message was a resounding success — over 500 likes and about fifty comments within just a few days. This direct communication, translated and subtitled in all languages, made every team member feel included and valued.

Subsequent posts — such as welcome articles, tutorials, challenges, and prize announcements — helped maintain a steady pace of engagement and encouraged cross-country interaction, creating a genuine community of learners.

OUTSTANDING RESULTS

Just a few months after the launch, the key indicators spoke for themselves:  Douglas Academy was a clear success:

• 80% of learners connected less than a year after launch,
• 94% completion rate for mandatory training paths,
• high engagement activity on the social wall,
• and enthusiastic feedback from Beauty Advisors, who praised the app’s simplicity and the stronger sense of connection with the brand.

This success was built on clear and collaborative governance: a central team of three people working in constant coordination with 22 local Learning leads. This agile structure made it possible to adapt the global strategy to the specific needs of each market.

KEY TAKEAWAYS

The Douglas experience perfectly demonstrates how a launch can combine structure, creativity, and emotion.

Here are a few best practices to remember:

• Involve leaders to embody the vision and motivate teams.
• Create a multi-channel experience combining digital and in-person activation.
• Strengthen brand identity through concrete and engaging promotional materials.
• Offer relevant initial content aligned with key retail moments.
• Promote international governance to ensure global consistency and local adaptation.

In short, with Douglas Academy, the brand has transformed a launch into a unifying milestone, marking the beginning of a new shared learning culture across Europe.