Enterogermina: Ready Player Mom

Sanofi’s Enterogermina, the world’s leading probiotics brand, found a clever way to help parents teach their children the importance of gut health by having their avatars “crash” their children’s livestreams. The campaign – “Ready Player Mom” aims to highlight the threats of typical “gamer diets” by tapping mothers of Brazil’s most prominent gaming influencers to infiltrate the virtual gaming worlds that have captured their children’s attention. With the help of Druide Gaming, the effort recruited the moms of influencers such as Forbes 30 Under 30 honoree Norbu (who has 30 million followers), Flakes Power, Scorpion, and Lipao, all who were caught by surprise when they unexpectedly saw their mothers in their virtual gameplay with avatars that looked exactly like them. Mothers met their children in front of hundreds of thousands of viewers of viewers across livestream platforms including Twitch, YouTube and Tik Tok. For a seamless integration and surprise, the mothers were trained across major gaming platforms including Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto. As one of the most important gaming markets in the world with nearly 90 million players, Brazil was a logical choice for MRM Spain as global lead for the brand and Sanofi’s Enterogermina to spearhead the effort to raise brand awareness among the gaming community and to teach more about healthy eating habits and digestive health.