ŁaciateProtein+ battle
How to redefine brand affinity with a community-driven esport tournament
2024 – Q2
Ad Recall
campaign views
KPI
execution
Ad Recall
increase
A cringe-free approach to gaming
The campaign was created in collaboration with GlobalSM.
Mlekpol wanted to carry out a complex activation in the gaming world for the first time. The goal was to reach Gen Z and young millennials (aged 16-25) – the segment with the greatest growth potential.
The challenge was primarily about breaking down barriers. We didn't want to be just another logo stuck on professional gamers' broadcasts. We created a campaign that connected Łaciate Protein+ products with the world of streaming in a natural, authentic way that avoided marketing rigidity, while bringing a breath of fresh air to the Polish esports scene.
Esports is first and foremost about having fun
Of course, competition and winning are important in esports, but for the Gen Z community, simply having good time is just as important.
Instead of organizing yet another closed tournament for “pros,” we decided to give the stage to the community.
Strategy
Our approach was to create a “pro-am” format (professionals + amateurs), where the barrier between idols and viewer ceases to exist. We focused on Gaming Lifestyle – a relaxed atmosphere, humor, and interaction.
Instead of a boring tournament ladder, we designed a show where the road to the final was just as exciting as the cup match itself.
STAND BESIDE YOUR FAVE STREAMER
A UNIQUE ECOSYSTEM
We’ve created a unique ecosystem in which Łaciate Protein+ Battle has become a pretext for creating vast amounts of content.
TEAMS WITH CHARACTER
We appointed five captains: top League of Legends creators (Veggie, Anterias, Natan Zgorzyk, Gadają o Esporcie). Each of them took charge of a “team” representing a different product benefit: Team More Taste, Power, Strength, and Time.
Recruitment as a show
No more cookie-cutter castings. Viewers competed for a spot on their favorite streamers' teams live. The process became a huge dose of fun and content in itself – the chat was ablaze with applications, and streamers responded to their fans' skills (sometimes vocal ones too ;) ) on the fly.
Media Dayfueled by banter
We organized a professional Media Day, but in a relaxed format. The captains' meeting generated natural, playful rivalry and trash talk between competitors, which created a great atmosphere and hype even before the first game.
Grand Finale
The culmination of this several-week adventure was an online tournament with a prize pool of PLN 10,000. Thanks to their earlier involvement, viewers did not watch anonymous players, but their chat friends fighting side by side with Twitch stars.
The entire event was supported by inStreamly technology, which displayed unobtrusive creations directly on participants' streams.
GG WPŁaciate!
The campaign proved to be a strategic investment in the future of brand communication, outperforming traditional channels in terms of engagement.
BUSINESS AND PR EFFECTS
Audience:
VIEWS GENERATED IN TOTAL BY THE CAMPAIGN
The influencers not only achieved their goals, but also delivered results at 187% of the target KPI with an average engagement rate of nearly 3%. However, the best proof of success was the reaction of the community itself - numerous comments saying “GGWP Łaciate!” in the chat confirmed that players appreciated the authenticity and relaxed atmosphere of the Łaciate Protein+ Battle event.
Brand Lift:
We achieved growth in all key indicators:
PP
ad recall
brand consideration
brand affinity
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Łaciate Protein+ Battle redefined brand affinity with a community-driven esport tournament
Łaciate Protein+ entered gaming through a community-driven League of Legends tournament, bringing streamers, fans and esports competition together without the marketing cringe.
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