The main goal: Challenge the narrative and redefine unhealthy associations with gaming, prompting gut health and well-being among gamers and their communities of followers.

Commercial objectives: Sales Success

To gain new consumers boosting our business.

Objective 1: Increase direct sales during the campaign period by 5% in volume.

Objective 2: Reverse the 2022 trend and grow the probiotics market by +10% in volume.

Communication objectives: Brand Engagement & Brand Awareness

To introduce Enterogermina, inviting new consumers to the brand and connect emotionally.

Objective 3: Increase the brand’s Engagement Rate in digital campaigns above 3%, exceeding our PY average (0.13%)

Objective 4: Increase positive conversation about Enterogermina. Ranking ahead of our competitors in the category in both volume and sentiment.

Objective 5: +5% increase in Brand Awareness, presenting Enterogermina as the best probiotic option.

Objective 6: Earn Media: generate social buzz to reach 15% of the target audience organically.

To create conversation around the importance of gut health in the most cynical of targets: young people, we didn’t hire the biggest gaming influencers in Brazil, but their mothers. Because when it comes to caring or embarrassing, there is no one like mom.

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. Thanks to their badass moms, Enterogermina was able to turn what is used to be negative health habits PR for gamers into an opportunity to raise awareness for the brand and the importance of probiotics.

For Enterogermina to open the conversation about the importance of habits and attention to intestinal health generating new moments of consumption for a target with future potential (young people) while connecting with the core target of the category (parents) we needed a powerful insight. And it had to be something that both parents and kids would recognize.

The insight: When it comes to caring (or embarrassing), there's no one like mom.

Selecting our mothers:

We started by searching for the mothers of streamers who, unbeknownst to them, would star in the campaign.

We selected a total of 10 influencers: some like Nobru (included in the Forbes 30 Under 30 list), Flakes Power

(who has his own skin in Fortnite), Scorpion, Lipao, and others from Brazil's most influential creators. These

players' communities allowed us significant amplification within the new target audience we wanted to reach,

and they were aligned with the tone and perception we wanted to start building with the new positioning.

Teaching them pro-gaming skills:

Once the mothers of the streamers were chosen, the preparation process began. Hand in hand with expert

players, we taught them how to navigate their children's favorite games so that when the time came, they

could feel comfortable within the game.

Crafting their avatars:

Additionally, we created avatars resembling them, but adapted to the codes and aesthetics of each platform.

An unmistakable profile for their children from the first second, which would increase the surprise of coming

face to face with their mothers in their favorite games. Who wouldn’t recognize their mother in any context?

Preparing to go live:

For the live stream, we had to make show and surprise the gamers infiltrating their mothers in the game

without them knowing. We made them appear in the moment we knew would get more reaction in front of

hundreds of millions of fans: during the live streaming of their games on Twitch and YouTube.

And so, they did, mothers switched their play time for a pep talk, doing what is most natural for them: leverage

their protective and caring maternal instincts and remind their sons to take Enterogermina.

Sparking conversation:

However, the content generated by the action didn't just stay within the live stream. The hacks by the mothers

became the starting point for thousands of conversations on social media and garnered views on YouTube

and Twitch. Simultaneously, national and international mainstream media picked up on the action. In this

way, we managed to spark a debate about intestinal health within the key target audience and among many

new audiences, generating (spoiler alert) millions of impacts without any paid media support.

Ready Player Mom succeeded in turning the most cynical consumers, young gamers, into the best influencers for Enterogermina thanks to humor, surprise, and engagement.

We meticulously selected 10 influencers, including well-known gamers like Nobru and Flakes Power, whose mothers would unknowingly star in our campaign. These influencers provided a gateway to our new target audience and matched the tone we aimed to convey.

Next, we trained these mothers in pro-gaming skills with expert players and crafted avatars resembling them for their children's games.

During live streams on Twitch and YouTube, we surprised gamers by infiltrating their mothers into the gameplay, encouraging them to take Enterogermina.

The resulting content sparked widespread conversation on social media, YouTube, and Twitch, garnering attention from national and international media outlets. This strategy ignited discussions about gut health among our target audience and beyond, generating millions of impressions organically, without any paid media support.

Despite a modest budget of 180k, Ready Player Mom yielded remarkable outcomes in Brazil.

Commercial objectives: Sales Success

To gain new consumers boosting our business.

During the campaign period, Enterogermina sales in Brazil increased by 16%. But we didn't just achieve a momentary impact on the business. The campaign's effect endured over time. The growth trend above the market persisted in the following months.

Communication objectives: Brand Engagement & Brand Awareness

To introduce Enterogermina, inviting new consumers to discover the brand and start an emotional bond with it:

The campaign sparked significant engagement, boasting a remarkable 63% ER, a stark contrast to the PY’s 0.13% average for the Health & Beauty category. This surge fostered emotional connections with the brand and solidified its position as a leader in its category. Brand mentions surged by 167%, overshadowing competitors, and discussions centered on Enterogermina's effectiveness.

The impact extended beyond digital platforms, garnering widespread coverage in 70 Brazilian and over 500 international media outlets, reaching 37 million and 233 million people respectively. Specifically targeting young Brazilian gamers, the campaign reached 6.7 million individuals, constituting 22% of the total audience, exceeding the set KPI by 7 percentage points.

Moreover, brand awareness in Brazil surged by 11%, accompanied by a 21% increase in the Google Popularity Index. The campaign successfully piqued curiosity among consumers, evident in heightened searches about Enterogermina's purpose. This heightened awareness translated into tangible business growth, with sales surging by 16% during the campaign period and sustaining momentum in the subsequent months.