"Differin, which produces over-the-counter gels and patches to treat acne, wanted to connect with teens experiencing breakouts for the first time. But the brand knew it needed to reach these users authentically. "We're really on a quest to ensure that we're building a relationship of trust with the next generation," said Tara Loftis, global president of skin care at Galderma, which owns a portfolio of prescription and nonprescription skin care products."
"Because the creators were streaming on Twitch, which is owned by Amazon, the brand's marketing team was able to get a read on the impact their advocacy was having on sales lift. Purchase intent soared 7,000%, and awareness was up 46%. Plus, Galderma also saw an uptick in earned media. Gamers went on social media to talk about the product, and that chatter helped increase Google searches by 82%."
Eighty percent of Gen Zers have acne and 90% of them are gamers. Differin targeted teens experiencing first-time breakouts by engaging authentically within gaming communities. The brand partnered with Fortnite streamers Chica and NickEh30, whose open conversations about acne encouraged fans to share their stories and accept gifted products. Streams included a subtle purchase link on Twitch, enabling measurement of sales impact; purchase intent rose 7,000% and awareness increased 46%. Social chatter boosted Google searches by 82%. After seeing sales and earned-media gains, Galderma expanded into gaming with a Roblox experience blending entertainment and skin-care engagement.
Read at AdExchanger
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