-author-avatar_thumbnail.jpg){kind=avatar}
Skincare brand Differin just launched a new campaign targeting the ever-growing gaming and streaming community.
Made with integrated agency network Dentsu, the initiative is the brand's latest effort to educate gamers and streamers about proper skincare.
Marked by a 30-second hero spot that dropped last month, "Level Up" includes a series of online and offline initiatives to push the boundaries of skincare in the gaming space.
One such initiative included teaming up with streamers Nickeh30 and Chica, two Fortnite icons for a "Differin Duo" stream.
View this post on Instagram
Here, the two gamers played their favorite battle royale game as their communities received gifted channel subscriptions for every win they had.
Differin products were also made available during the stream, providing those tuning in easy access to purchase.
Another initiative is the "Differin Arcade," an IRL experience that took place at Twitch Con last September 20 to 22, where attendees got a chance to participate in interactive events, play games, and live giveaways.
View this post on Instagram
Finally, the Galderama brand also partnered with popular streamers katliente, kilahmazing, and Avori to create a series of sponsored content where they detail their skincare journey with Differin.
The unique campaign was brought about by a study finding acne as the most common skin condition in the U.S., with 85% of people between 12 and 24 experiencing it, according to the American Academy of Dermatology Association.
This can also significantly impact their mental health, with 42% of people with acne having a higher risk of developing depression.
And with over 90% of Gen Alpha and Gen Z — those most likely affected by acne — playing video games and participating in online communities, Differin saw an opportunity to uplift the community with its latest efforts.
View this post on Instagram
"Our mission is to make skincare accessible and approachable, and the gaming community is the perfect space to innovate.
Gamers are inherently problem-solvers, and the Differin ‘Level Up’ campaign puts the acne battle in territory they are familiar with. They can win this battle, and we want to help," Galderma OTC Skincare Associate Director Lindsey Scales shared in a statement.
Overall, the "Level Up" campaign is a great brand marketing strategy for Differin, as it taps into popular streamers and the streaming culture as a whole, with a clear advocacy to promote.
Leveling Up in All Ways
"Level Up Your Skin" kickstarts with futuristic shots and neon lights associated with the gaming community.
This comes with an important message to the viewers: while you may have leveled up in your games, use Differin to also take your skin to the next level.
Through "Acne Fighting Differin Gel," gamers and streamers can defeat breakouts and ultimately "level up" their skin.
View this post on Instagram
"Unlock clearer skin with Differin," the screen writes, as the spot ends.
The latest campaign from Dentsu and Differin shows the gaming space as a top choice for ads and brand collaborations.
As streamers grow in popularity, many brands have taken to partnering with them for their marketing campaigns.
Just last week, McDonald's teamed up with popular streamer Kai Cenat to promote its new "Chicken Big Mac Sandwich."
-author-avatar_mobile.jpg){kind=avatar}
