Drop in. Gear up. Shave the day. – How Philips OneBlade won 307,000 minutes of gamers engagement

What sets Philips apart is its instinct for creative fit. In an industry where “skipping ads” is a reflex, Body Royale did the impossible: it translated a grooming brand’s identity into a world gamers actually wanted to inhabit.

The collision of OneBlade’s grooming universe and Fortnite’s competitive edge created something inevitable: a human-body battlefield. The question “Are you hair for it?” was answered by over 2,000 streamers continent-wide.

,,To capture the next wave of OneBlade consumers we needed to reach Gen Z where they naturally spend their time, inside the communities they trust.

Our data at Philips consistently showed us the strong ROI of live content creators, but the challenge was always the scale – manually coordinating thousands of gaming streamers across multiple European markets would have been a logistical impossibility. InStreamly helped us to bridge this gap between massive scale and authentic cultural relevance.

Since our core target is men, at Philips OneBlade gaming is not just experimental media—it is the foundational space we must crack.’’

Alexandra Zaharia, Regional Media Manager Western Europe, Philips

A grooming brand that built its own battlefield

The Philips OneBlade map (created by The Gang) wasn’t a banner ad disguised as a game, but a native Fortnite experience. Featuring five European-inspired zones and genuine mechanics, it allowed players to compete on their own terms.

The challenge? Launching it across seven diverse markets simultaneously (France, Germany, the United Kingdom, Italy, Belgium, Sweden, and Norway) and ensuring it didn’t just exist, but lived within the community.

One map, seven markets, and only one chance to make it matter

To cut through the noise, Philips partnered with FUSE (Omnicom) and utilized inStreamly to activate a streamer layer that felt organic, not forced. The strategy was executed in four strategic “flights”:

Flight 1: Planting the Flag 

The activation opened with a broad awareness push across all markets, introducing the Body Royale map to gaming communities through inStreamly’s streamer network.

Hundreds of streamers joined the campaign, generating organic brand exposure in gaming communities that are notoriously hard to reach through any other channel.

Flight 2: Local Activations

Local streamer communities were activated in each market, with content tailored to national audiences and gaming preferences. But something happened that no media plan can guarantee: streamers started playing the map with their viewers. And they loved it!

Clips emerged organically. Players on stream explored the human body terrain, competed for top positions, and shared their moments. Streamers sent in clips from their sessions on the map, which had become a genuine part of the gaming conversation. Not because the brand forced it, but because it had earned its place there.

Flight 3: Voice Recognition

The third flight deployed inStreamly’s Voice Recognition Feature – a proprietary technology that triggers brand activations contextually, based on live conversations.

When streamers naturally referenced gaming, grooming, or One Blade related moments in their live commentary, the campaign activated. This created an integration that was a genuine part of the stream, not layered on top of it.

Flight 4: Awareness

The campaign closed with a broad awareness flight across the core markets, using inStreamly’s Nickname Feature (one viewer gets invited to play directly in the chat, and a creative with their username appears on the stream) to ensure the Body Royale map remained visible throughout the gaming community as the year came to a close.

The message had evolved: no longer just an introduction, but a reminder that OneBlade had been here all along, part of the gaming world gamers had been inhabiting for the past months.

12.5 Million reasons it worked

The Body Royale Instreamly campaign reached gaming audiences continent-wide: communities with distinct cultures, languages, and streaming habits. From its June launch through the end of the year, Philips OneBlade maintained a dominant presence, ensuring the brand was seen, recognized, and embraced by gamers across Europe.

• 12.5 million views across all markets and flights
• 7 countries running simultaneously
• 2,000+ streamers activated
• 4 campaign flights over 7 months
• 13 minutes of average session on Body Royale map

 

Level 2 Unlocked

The Body Royale campaign’s success wasn’t just measured in views or brand lift scores. Philips OneBlade’s decision to commission a follow-up multi-market campaign in 2026 is perhaps the clearest signal of what was achieved.

Gaming is not a channel you activate once. It’s a culture you earn your place in: one stream, one player, one authentic moment at a time.

Thanks to our joint efforts with Omnicom FUSE, Philips OneBlade earned that place.

 

Overall strategy & campaign development by OMG FUSE

Twitch Campaign realized by inStreamly partnership with OMG FUSE . Map created by The Gang.