Enterogermina/Sanofi, Healthcare Marketing Impact Awards 2023

Pharmaceutical company Sanofi’s campaign looked to educate young adults, especially in Brazil, about the importance of gut health and Sanofi's probiotic brand, Enterogermina. As part of the campaign, mothers of influential Brazilian gamers were hired to log on to games such as Minecraft, Fortnite and Sims 4 during their children’s livestreams, surprising the players with a conversation about healthy habits. The campaign, created by MRM Spain, won gold for Digital Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023. See all of the Healthcare Marketing Impact Awards winners here Although the target demographic for Enterogermina has historically been parents with kids, the “Ready Player Mom” campaign represented an effort to reach a broader audience and influence consumer perception around probiotics use. The campaign encouraged the use of probiotics to prevent general gut issues, rather than as a treatment to remedy a specific ailment. MRM said the messaging reached 37 million people in Brazil and 233 million people globally, with Sanofi experiencing a reported 16% increase in sales during the campaign’s activation. “Ready Player Mom” content also appeared in more than 500 media outlets around the world. According to MRM, the popularity index of Enterogermina as a search term in Google increased by 21% compared with the year-ago period. See all of the Healthcare Marketing Impact Awards winners here

How Sanofi educated young adults, especially in Brazil, about the importance of gut health

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