Because instead of hiring the biggest gamers in Brazil… we hired their mothers.

Mothers who were not big influencers, nor did they have millions of followers (in some cases not even profiles on social media), but who still managed to start a conversation surrounding gut health, in front of millions of gamers on Brazil’s biggest gaming platforms (Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto) by crashing their kid´s live stream, simply to show them what they were doing wrong with their diet.

A change of positioning that forces us to impact a new audience.

Enterogermina, the leading global probiotic brand, and a brand with more heritage in this category, found themselves facing a reality that shook their foundation:

While 75% of consumers state that they are very familiar or familiar with probiotics, only 35%

take probiotics on a weekly basis and 55% on a daily basis. (Source: Global Research. CHR Hansen. Feb 2022)

So they decided to turn a category issue into an opportunity. And for the first time in its history, Enterogermina chose to produce a shift in their positioning: from healing (I have a problem) to prevention (I’m conscious about my self-care).

This shift also had an impact on their audiences: from previously communicating only to parents with kids, to now broadening their audience to include young adults and educate them on gut health prevention.

We recruited mothers of Brazil’s biggest gamers to infiltrate the virtual gaming worlds that they use for their daily streamings.

Junk food & soft drinks are the basis of a gamers’ diet; a clear threat to their gut health. They don’t care about it, but their mothers do… and would go as far as needed to take care of them.

That’s why Enterogermina decided to do something never done before: instead of hiring the biggest influencers in Brazil, we hired their mothers to deliver a much-needed message.

The moms infiltrated the top Brazilian gamers’ live streamings to show the importance of gut health, surprising them while they were playing in front of millions of followers (with a little dose of cringe, of course).

Thanks to the role of these badass moms, we were able to start a conversation about gut health and prevention.

A reality that was in front of everyone, but no one saw.

Enterogermina is a traditional brand in the healthcare category that wanted to engage younger consumers in a different way.

They wanted to make gut health part of their conversation. So we decided to highlight the fact that unhealthy habits were present in their lives more than they thought: their favorite gamers and streamers were showing extreme unhealthy habits in their live streams that were affecting their gut health.

With that observation in mind, we launched an activation in Brazil (a country with one of the biggest gaming communities in the world, and a key market for Enterogermina) to highlight the threats of typical “gamer diets”.

And to ensure we were able to surprise the audience and catch their attention in their own environment, we hacked all the platforms they love and regularly consume content from.

We infiltrated their mothers into the main gaming platforms and we created look alike avatars to surprise their kids and & audiences at the same time.

Instead of hiring the biggest gamers in Brazil, we recruited moms of gamers such as Forbes 30 Under 30 honoree Norbu, Flakes Power (who has his own skin in Fornite), Scorpion, Lipao, and 7 of the biggest creators in Brazil, who were all caught by surprise when they unexpectedly saw their mothers in their virtual gameplay with avatars that looked exactly like them.

For a seamless integration and surprise, the mothers were trained across major gaming platforms including Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto.

Mothers met their children with lookalike avatars in front of hundreds of thousands of viewers across streaming platforms including Twitch & YouTube making gamers and their audiences aware of the importance of gut health and prevention.

Thanks to the element of surprise, we managed not only to effectively reach young gamers, but the whole Brazilian society, achieving an important increase in sales.

1. We had an increase of 16% in sales during the activation (Source: IQVIA)

2. We reached 37 million people in Brazil and 233 million people Globally (Sources: Meltwater Group)

3. The campaign reached 6.7 million gamers in Brasil (Sources: Meta Business Suite & YouTube Studio)

4. Popularity index of Enterogermina in Google increased by 21% compared to the same period of the previous year (Source: Google Trends)

5. The campaign appeared in 70 media in Brazil and more than 500 globally (Sources: Meltwater Group)

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