{"id":44695,"date":"2026-02-04T15:36:48","date_gmt":"2026-02-04T14:36:48","guid":{"rendered":"https:\/\/www.teachonmars.com\/?p=44695"},"modified":"2026-02-04T18:11:53","modified_gmt":"2026-02-04T17:11:53","slug":"mobile-learning-awards-2025-spotlight-on-douglas","status":"publish","type":"post","link":"https:\/\/www.teachonmars.com\/en\/blog\/2026\/02\/mobile-learning-awards-2025-spotlight-on-douglas\/","title":{"rendered":"Mobile Learning Awards 2025: Spotlight on DOUGLAS"},"content":{"rendered":"\n

THE JURY\u2019S CHOICE AWARD<\/strong><\/h1>\n\n\n\n

The Mobile Learning Awards (MLA) <\/strong>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).<\/p>\n\n\n\n

This article aims to share best practices for successfully launching a mobile learning application<\/strong>, through the case of DOUGLAS<\/strong>, winner of the Jury\u2019s Favorite Award <\/strong>for the launch of Douglas Academy<\/strong>. We take a closer look at the key initiatives<\/strong> that contributed to the success of this project.<\/p>\n\n\n\n

<\/p>\n\n\n\n

THE WINNER<\/strong><\/h1>\n\n\n\n

<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Founded in Hamburg, Douglas<\/strong> is now Europe\u2019s leading premium beauty retailer<\/strong>, operating in 22 countries<\/strong>. The brand combines prestigious products<\/strong>, expert advice<\/strong>, and a seamless omnichannel customer experience<\/strong> across its network of stores, e-commerce site, and digital services.<\/p>\n\n\n\n

In 2024, Douglas took a new step in the digitalization of its learning culture<\/strong> with the creation of Douglas Academy<\/strong>, its first mobile learning application designed for all Beauty Advisors.<\/p>\n\n\n\n

The goal: to provide a unified platform<\/strong> to develop skills<\/strong>, enhance product knowledge<\/strong>, and share the brand\u2019s values<\/strong> on a global scale.<\/p>\n\n\n\n

<\/p>\n\n\n\n

CLEAR AND ENGAGING OBJECTIVES<\/strong><\/h1>\n\n\n\n

From the outset, the Douglas Academy<\/strong> project was built around simple yet ambitious goals:<\/p>\n\n\n\n

    \n
  • Achieve an 80% completion rate<\/strong> on mandatory training courses.<\/li>\n\n\n\n
  • Strengthen customer culture<\/strong> through a renewed approach to the shopping journey.<\/li>\n\n\n\n
  • Build Beauty Advisors\u2019 confidence<\/strong> in presenting product ranges and new launches.<\/li>\n\n\n\n
  • Encourage peer learning<\/strong> by removing geographical and language barriers between countries.<\/li>\n<\/ul>\n\n\n\n

    Available in 16 languages<\/strong>, the platform has brought together all employees within a shared learning space<\/strong> \u2014 a powerful symbol of unity and inclusion.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    A MULTI-CHANNEL LAUNCH STRATEGY<\/strong><\/h1>\n\n\n\n

    A global and local approach<\/strong><\/h2>\n\n\n\n

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

    Among the key initiatives:<\/p>\n\n\n\n

      \n
    • A presentation video<\/strong> highlighting the app\u2019s main features.<\/li>\n\n\n\n
    • A video message from CEO Sander van Laan<\/strong>, displayed in the app\u2019s wall slider on launch day \u2014 a powerful gesture to embody the company\u2019s vision and thank the teams.<\/li>\n\n\n\n
    • A \u201cHow to Download & Register\u201d tutorial video<\/strong>, translated into 16 languages<\/strong> using AI-generated voice-over technology<\/strong>.<\/li>\n\n\n\n
    • A dedicated landing page<\/strong>, gathering the promotional video, tutorials, and direct download links.<\/li>\n<\/ul>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      <\/p>\n\n\n\n

      A creative and unifying field communication strategy<\/strong><\/strong><\/h2>\n\n\n\n

      Douglas also designed an original and engaging promotional ecosystem<\/strong> to make the launch memorable:<\/p>\n\n\n\n

        \n
      • Branded beverages<\/strong>,<\/li>\n\n\n\n
      • Decorations featuring QR codes<\/strong> leading to the Douglas Academy landing page<\/strong>,<\/li>\n\n\n\n
      • Posters and displays<\/strong> placed in staff areas,<\/li>\n\n\n\n
      • Douglas Academy\u2013branded phone holders<\/strong>.<\/li>\n<\/ul>\n\n\n\n

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

        \"\"<\/figure>\n\n\n\n

        <\/p>\n\n\n\n

        AN ENGAGING LEARNING EXPERIENCE FROM DAY ONE<\/strong><\/h1>\n\n\n\n

        From its very launch, Douglas Academy<\/strong> offered a rich and seasonal learning experience<\/strong>, designed to integrate seamlessly into the retail calendar:<\/p>\n\n\n\n

          \n
        • \u201cChristmas Beauty Journey\u201d<\/strong>, a course focused on key holiday themes,<\/li>\n\n\n\n
        • \u201cMint Carpet Journey\u201d<\/strong>, centered on the sales ceremony and best client practices,<\/li>\n\n\n\n
        • \u201cHow to Use the App\u201d<\/strong> modules to support onboarding and app navigation,<\/li>\n\n\n\n
        • and several localized trainings<\/strong> tailored to each market.<\/li>\n<\/ul>\n\n\n\n

          In addition, a launch challenge<\/strong> rewarded stores where all Beauty Advisors completed their first course, fostering a collective learning dynamic<\/strong> within just a few weeks.<\/p>\n\n\n\n

          <\/p>\n\n\n\n

          A COMMUNITY-BUILDING SOCIAL WALL<\/strong><\/h1>\n\n\n\n

          On the app\u2019s social wall, the CEO\u2019s video message<\/strong> was a resounding success \u2014 over 500 likes and about fifty comments<\/strong> within just a few days. This direct communication, translated and subtitled in all languages, made every team member feel included and valued<\/strong>.<\/p>\n\n\n\n

          Subsequent posts \u2014 such as welcome articles, tutorials, challenges, and prize announcements \u2014 helped maintain a steady pace of engagement<\/strong> and encouraged cross-country interaction<\/strong>, creating a genuine community of learners<\/strong>.<\/p>\n\n\n\n

          \"\"<\/figure>\n\n\n\n

          OUTSTANDING RESULTS<\/strong><\/strong><\/h1>\n\n\n\n

          Just a few months after the launch, the key indicators spoke for themselves:  Douglas Academy<\/strong> was a clear success:<\/p>\n\n\n\n

            \n
          • 80% of learners connected<\/strong> less than a year after launch,<\/li>\n\n\n\n
          • 94% completion rate<\/strong> for mandatory training paths,<\/li>\n\n\n\n
          • high engagement activity<\/strong> on the social wall,<\/li>\n\n\n\n
          • and enthusiastic feedback<\/strong> from Beauty Advisors, who praised the app\u2019s simplicity and the stronger sense of connection with the brand.<\/li>\n<\/ul>\n\n\n\n

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

            <\/p>\n\n\n\n

            KEY TAKEAWAYS<\/strong><\/strong><\/h1>\n\n\n\n

            The Douglas experience<\/strong> perfectly demonstrates how a launch can combine structure, creativity, and emotion<\/strong>.<\/p>\n\n\n\n

            Here are a few best practices to remember:<\/p>\n\n\n\n

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

              In short, with Douglas Academy<\/strong>, the brand has transformed a launch into a unifying milestone<\/strong>, marking the beginning of a new shared learning culture across Europe<\/strong>.<\/p>\n\n\n\n

              \"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

              On June 5, 2025, the 7th edition of the Mobile Learning Awards (MLA) once again recognized the most inspiring client projects across four main categories, celebrating innovation and learning excellence. Each year, the jury also awards a special Jury Favorite prize to a project that stands out for its creativity, impact, and ability to bring teams together. In 2025, this distinction was awarded to Douglas for the launch of its mobile learning app, Douglas Academy.<\/p>\n","protected":false},"author":69,"featured_media":44756,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[60],"tags":[523,524,249,645],"class_list":["post-44695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-teach-on-mars-news","tag-laureats-en","tag-mla-en","tag-mobile-learning-awards-en","tag-winners"],"yoast_head":"\nMobile Learning Awards 2025: Spotlight on DOUGLAS - Teach on Mars<\/title>\n<meta name=\"description\" content=\"On June 5, 2025, the 7th edition of the Mobile Learning Awards (MLA) once again recognized the most inspiring client projects across four main categories, celebrating innovation and learning excellence. 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Fort d\u2019un parcours de 10 ans en tant qu\u2019enseignant-chercheur au sein de grandes universit\u00e9s canadiennes, il souhaite d\u00e9sormais mettre \u00e0 profit son expertise p\u00e9dagogique au service des entreprises afin de les accompagner dans la conception de parcours de formation favorisant la r\u00e9ussite et l'inclusion.\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Mobile Learning Awards 2025: Spotlight on DOUGLAS - Teach on Mars","description":"On June 5, 2025, the 7th edition of the Mobile Learning Awards (MLA) once again recognized the most inspiring client projects across four main categories, celebrating innovation and learning excellence. Each year, the jury also awards a special Jury Favorite prize to a project that stands out for its creativity, impact, and ability to bring teams together. 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