Submitted by NewGen

Gillette Gaming Alliance

NewGen revived and rebranded Gillette's Gaming Alliance ambassador roster, working with +110 influencers in collaboration and reporting an 11.86% engagement rate across the community.

+66%community growth on Instagram and TikTok
11.86%engagement rate
+110influencers in collaboration

Case in 60 seconds

Gillette already ran the Gillette Gaming Alliance as a roster of streamer ambassadors, so the difficulty was not entry into gaming but a community that had gone quiet and needed reviving and re-engaging.

The campaign appears to turn on the reading that gaming attention is earned in the moments and places gamers already gather, so a dormant ambassador roster is revived by showing up inside those moments rather than by broadcasting at the community from outside it.

NewGen set the organizing mission as building the best-equipped community of gamers in the world, which put Gillette at the front of the viral moments and connection points gamers use rather than adjacent to them.

NewGen opened with an activation at Gamescom, taking the community of creators and streamers on the ground at one of the biggest gaming events to announce the partnership launch, then rebranded the Gillette Gaming Alliance at the start of 2024 with a new visual identity and a refreshed strategy, with community growth reported on Instagram and TikTok.

NewGen reports an 11.86% engagement rate, 66% community growth on Instagram and TikTok, and +110 influencers in collaboration, with no measurement period or calculation basis given for any of the three.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gaming audiences and the streamer and creator community around the Gillette Gaming Alliance, reached at Gamescom and across Instagram and TikTok.
Grooming brands sit outside the moments gaming audiences care about, so Gillette's route back in ran through the events and viral moments gamers already gather around rather than through category messaging.
Based on the available evidence, the challenge was reviving a programme the audience had already been shown, because a roster that has gone quiet carries less credibility than one that never existed, and the page does not state why the community had lapsed.
Gillette positioned itself as the equipper of the community, with NewGen setting the mission as creating the best-equipped community of gamers in the world rather than as a sponsor attached to individual streamers.
The work reads as built on the observation that gamers commit to communities rather than to advertisers, so placing Gillette at the front of the places gamers connect appears to have been the condition for the roster being accepted again.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • NewGen (lead_agency)

Creator role

  • +110 influencers in collaboration
  • creators and streamers
  • streamers who are brand ambassadors for Gillette

Results & Evidence

MetricValueResult type
community growth on Instagram and TikTok66% COMMUNITY GROWTH ON INSTAGRAM & TIKTOKperformance
engagement rate11.86% ENGAGEMENT RATEengagement_rate
influencers in collaboration+110 INFLUENCERS IN COLLABORATIONcreators_count

Why NewGen's strategy worked

  1. 1

    An existing ambassador roster can be treated as an asset to restart rather than a legacy to replace, because the Gillette Gaming Alliance kept its name through the rebrand while the visual identity and the strategy underneath it changed.

  2. 2

    Anchoring a relaunch to a fixed industry moment appears to do work a paid push cannot, because announcing the partnership on the ground at Gamescom put the news where gaming audiences were already assembled and looking.

  3. 3

    Sequencing an event announcement ahead of a new-year rebrand gives a community two separate reasons to re-engage, which suggests the revival was planned as a run of moments rather than as a single launch.

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