The brief:

Benefit Cosmetics were looking to raise awareness of their brand within the gaming space by engaging with female identifying gamers.

The Approach:

Click proposed a two-levelled approach led by content and community. Looking to ensure authenticity and true engagement with the gaming community, we engaged over 100 gaming creators to participate in the campaign including macro and micro-creators. We created a combination of influencer and branded content housed on participating creators channels, Benefit Australia’s organic social platforms and utilised within a paid media strategy across Twitch and contextually relevant web environments. We engaged the gaming community on a deeper level via the build of a Discord server dedicated to the participating creators, allowing talent and fans alike to connect and follow the campaign, culminating in the Benefit Game Face tournament.

The results:

The 8 week campaign resulted in over 150 pieces of social content with over 460k engagements. The Benefit Game Face Tournament had participating of 100 women with a reach of 12.7M people, making it the largest ever all female gaming tournament in ANZ, driving enormous earned media coverage.
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