Vega Awards Canopus Winner Winner

2022

Tampax: The Ultimate Teammate

Entrant Company

United Esports

Category

Social Media (Campaign) - Health / Fitness / Wellness

Client's Name

Tampax

Country / Region

United States

With its capacity to drive followers in the direction of a brand's product, influencer marketing has become a necessity for brands. When world-renowned brand Procter & Gamble turned to United Esports (UE) to increase brand awareness around its Tampax products, UE immediately recognized the partnership's opportunity to highlight a vastly underrepresented and underappreciated audience–women in gaming. With campaigns like “Tampax: Know Your Flow,” “Get Comfy,” and “Tampax: The Ultimate Teammate”, UE proudly became the first to bring feminine care messaging and products into the esports and gaming space by producing fun, relatable content featuring a solid team of female gaming personalities and influencers that continues to deliver awareness, positive sentiment, and high-impact engagements year after year.

UE successfully built positive brand affinity with a younger demographic (12-17) across social channels through humorous and authentic content that addressed the commonly accepted misinformation about periods and tampons. The main goal of their ongoing marketing initiatives has been to own the topic of comfort in the gaming space and make it easier for women to openly talk about and gain access to information about their periods.

With the help of UE, Tampax effectively leveraged partnerships in the gaming space over the last three years with authentic and entertaining creative campaigns that organically performed and generated millions of impressions. The organic data for their most recent campaign, "The Ultimate Teammate,” determined that this campaign far exceeded expectations on how the community received the content by analyzing each individual post. With over 2.5 million impressions, a positive comment ratio of 15:1, and an overall sentiment rating of 93%, leading Tampax to its highest ad recall lift in recent brand history. Tampax continues to solidify itself as a native brand in the space and, with the help and guidance of UE, has become a trusted brand in the gaming space. These results, the likes of which have not been achieved by the brand in over ten years, show that UE furthers Tampax's ability to solidify itself as a native brand in the space and prove that gamers can trust and depend on the Tampax brand.

Credits

Founder & CEO of United Esports
Felix LaHaye
Chief Creative Officer of United Esports
Justin Woychowski
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