How Łaciate Protein+ fueled esports with fun
For a traditional dairy giant like Mlekpol, targeting Gen Z gamers (aged 16-25) presented a tough hurdle: how to enter their world without being “cringe” or intrusive?
Gamers are notoriously allergic to traditional advertising that interrupts gameplay. The challenge was not just to display a logo, but to seamlessly integrate Łaciate Protein+ into the gaming ecosystem. We needed a strategy that would shift the brand’s role from a passive sponsor to an active participant in the culture.
Breaking the “Cringe” barrier with Gen Z
Traditional advertising methods are often ignored by gamers. The goal was to avoid being just another passive banner. The brand needed to become a natural part of the gaming ecosystem, bridging the gap between a physical product (perfect for active gamers) and the digital world of League of Legends. The objective was not just campaign’s reach, but distinct Brand Consideration and Affinity.
It’s Not Just About Winning, It’s About the Fun
While competition is the engine of esports, the fuel is the community and the joy of playing. As the campaign narrative highlighted: “In gaming and esports, rivalry and victory are important… but having fun is importanter!”
We realized that to truly engage the audience, we couldn’t just sponsor a pro team. We needed to democratize the experience. We needed to give the viewers a chance to stop watching and start playing alongside their idols, turning the passive experience into an active, shared adventure.
The Solution: A Community-Powered Tournament
We launched the Łaciate Protein+ Battle, a month-long activation that turned streaming into a team sport.
- Drafting the community: Five top-tier creators (including Veggie, duo Gadają o Esporcie, Anterias, and Natan Zgorzyk) became captains of teams representing different product benefits (Team More Taste, Power, Strength and Time). They recruited their team members directly from their chat during live streams, turning the selection process into a highly engaging show.
- The “Fun” factor: The campaign focused on the journey, not just the destination. We hosted training streams and a Media Day filled with banter and “trash talk,” generating a vibe of camaraderie and fun that resonated with the audience.
- Seamless Tech: Using inStreamly’s technology, we integrated the campaign visuals directly into the streams in a non-intrusive way, ensuring high visibility without disrupting the gameplay.
The campaign culminated in a Grand Final with a prize pool, commented on live by the captains, bringing the excitement of a pro tournament to the community level.
A Victory for the Brand and the Gamers
The campaign delivered 1,012,768 views and exceeded influencer engagement KPIs by 187%. But the real victory was in the sentiment. The chat was filled with “GGWP Łaciate!” (Good Game, Well Played) – the ultimate seal of approval from gamers.
The brand impact was undeniable, driving a 17 p.p. increase in Ad Recall and a 13 p.p. jump in Brand Affinity, proving that when you play by the gamers’ rules, everyone wins.
