Enterogermina, a probiotic brand by Sanofi, launched the “Ready Player Mom” campaign in 2023 to address the issue of unhealthy diets among gamers. The campaign involved mothers of popular Brazilian gaming influencers “crashing” their children’s livestreams to advocate for better gut health and introduce Enterogermina.
Campaign Overview
Problem :
The gaming community often associates with unhealthy eating habits, rich in junk food and caffeine, which can negatively impact gut health.
Solution:
Enterogermina decided to meet gamers where they spend most of their time – in the virtual world. The campaign aimed to disrupt the typical gaming narrative by introducing a health-conscious message in an unexpected and engaging way.
Campaign Objectives :
Raise awareness about the importance of gut health among gamers. Position Enterogermina as a solution for maintaining gut health in a gaming lifestyle. Generate positive brand association with a younger audience. Increase sales of Enterogermina.
Target Audience
Primary target: Young gamers (18-25) with high consumption of junk food and energy drinks.
Secondary target: Parents concerned about their children’s health and diet.
Campaign Execution
Mother Recruitment: Mothers of popular Brazilian gaming influencers were recruited and trained on the importance of gut health.
Livestream Infiltration: Mothers surprised their children during live streams by appearing as avatars and delivering a health message.
Product Integration: Enterogermina was subtly integrated into the conversation, emphasizing its role in maintaining gut health.
Social Media Amplification: The campaign was heavily promoted on social media platforms to reach a wider audience.
Campaign Impact
The Ready Player Mom campaign was a groundbreaking initiative that effectively addressed a health issue within a specific target audience. By combining entertainment with education, the campaign successfully positioned Enterogermina as a relevant and essential product for gamers. Public Relations: Media coverage was secured to amplify the campaign’s impact.
Potential Games Featured
Given the campaign’s focus on reaching a young Brazilian gaming audience, it’s highly probable that the following games or platforms were involved:
Twitch: As a dominant platform for live streaming gaming content, Twitch was likely used extensively for the campaign.
YouTube Gaming: Given YouTube’s broad reach and integration with gaming content, it’s also a probable platform.
Popular Games: Considering the target audience, games like:
- Fortnite
- Minecraft
- Free Fire
- Call of Duty
- FIFA
- Grand Theft Auto (GTA)
- Valorant
These games are highly popular among the target demographic and have large player bases in Brazil.
Impact and Results
Sanofi’s Ready Player Mom campaign achieved remarkable results in Brazil. The campaign increased brand awareness by 11% and boosted the popularity index by 21%. It successfully impacted 6.7 million gamers and reached 37 million people across the country, all with a $0 media investment. During the campaign, sales saw a 16% increase, and brand engagement soared to 63%, highlighting the campaign’s effectiveness and broad reach.
Lessons Learned
Leverage Unexpected Platforms: Reaching the target audience in their own environment can be highly effective.
Create Emotional Connections: Storytelling and human connection can build strong brand loyalty.
Measure Campaign Impact: Tracking key performance indicators is essential for evaluating campaign success.
