01 / Challenge
The Blackout Challenge.
Three online rounds of Blackout Challenges with Team PWR's Fortnite legends built the campaign story, tying Garnier's charcoal Anti-Blemish Serum to a competitive gaming format fans could follow.
Case StudyPartnership · PAX · Twitch · Social
Garnier powered up with PWR.
Garnier's Blackout Challenge ran from stream to show floor, three online rounds with Team PWR's Fortnite legends building to a PWR Up with Garnier booth at the biggest PAX in Australian history.
The Brief
Take Garnier to gamers, from stream to show floor.
Garnier's Anti-Blemish Serum needed to mean something to gamers. You Know Gaming partnered with PWR, Australia's number one gaming creator group, to bring PWR up with Garnier. Together we built the Blackout Challenge, inspired by the serum's black charcoal ingredient, running three online rounds with Team PWR's Fortnite legends over 10 months, culminating in a live IRL execution at PAX Australia.
PAX Australia hit 80,000 attendees that year, the biggest in its history. Ten months of campaign culminated on the mainstage of the gaming calendar, in front of the country's biggest gaming crowd, with the number one gaming group in the country.
Results
Reach
4M
ROI
2.5x
Views
19M
What we did
The Blackout Challenge, three online Fortnite rounds with Team PWR building to a branded booth at Australia's biggest PAX.
02 / PAX
PWR Up with Garnier booth.
At the biggest PAX Australia ever, fans took on the Blackout Challenge IRL at the Garnier booth to win exclusive Garnier x PWR merch, delivering an estimated 1.7 million brand impressions on the floor.
03 / Meet
Meet and greets.
Meet and greets with Team PWR members drew big crowds, backed by a photo booth, spin-to-win wheel, claw machine and gaming consoles that kept fans in the booth and posting.
04 / Product
Product in hand.
Thousands of Garnier products went into fans' hands alongside a heap of branded merch and Team PWR exclusive gear, putting the serum directly in front of the audience it was made for.
05 / Social
Ten creators posting.
Ten creators, Team PWR and PAX Aus posted content from the booth, and the activation earned significant organic posts from fans who loved the experience.
Full video transcript
Garnier Australia entered the gaming world in 2023. So in 2024, they really turned up the heat working with Australia's biggest gaming team, PWR to drive the importance of skincare to gamers. PWR up with Garnier created some awesome blackout challenges inspired by the anti- blemish serums black charcoal texture. So we're doing some blackout challenges.
This mega campaign involved three rounds of duo streams across three bursts from March to October 2024, putting PWR team members and some of Australia's top female streaming talent together. blindfolded. Blindfolded challenges created some epic moments that ensured laughter and big reactions from viewers. Oh my god, you actually tricked me into dying.
PWRs Overstrand, Chances, Vindooly, and Winter join forces with Nalopia, Develique, Oasis, Luminum, and Jacque on PWR's new everything 1v1 map. The duos worked out some strategic Oh, I feel mean chat, and sometimes not so strategic tactics on stealth missions that involved no in-game audio and no HUD just to add to the chaos.
Each stream also involved giveaways, a blackout pack which included Garnier products, and PWR merch to add to the excitement of those watching. To maximize reach, streamers shared content across Twitter, Instagram, YouTube, and TikTok. pushed out across the biggest gaming sites. Each burst had sponsored editorial and media amplification to make sure Garnier was everywhere gamers were.
The final round of streams created massive excitement with the surprise announcement of the PWR Up with Garnier booth coming to PAX in October, Australia's biggest gaming convention. PAX Australia 2024 celebrated over 10 years of bringing the gaming community together. Over 85,000 gamers attended PAX and Garnier was an instant hit.
Fans loved the gaming areas, free products and meet and greets with their favorite PWR members and friends. Thousands of Garnier products were given to the fans along with a heap of probranded PWR Up with Garnier merchandise and Team PWR exclusive gear. There were queues at the booth on all three days for the claw machine, spinning wheel, photo booth, and meet and greets.
Memorable moments were made at multiple touch points of the Garnier booth with smiles all around. And that wasn't all. We ensured highlight moments were amplified on social channels and some of Australia's top gaming websites from the start to the end of the campaign. The Garnier hard game was strong as the PAX booth's presence made its way to Media's article on PAX's massive appeal.
On top of that, there were many hundreds of organic posts from fans talking about the Garnier booth. Overall, the campaign delivered over 14 million campaign impressions with 1.7 million impressions at PAX alone, truly capturing the attention of gamers in Australia. A huge win for both gaming, skincare, and Garnier.
About this campaign
Everything you need to know.
What is the Garnier PWR Up campaign?
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The Garnier PWR Up campaign was a multi-phase activation by You Know Gaming that connected Garnier's Anti-Blemish Serum to gamers through the Blackout Challenge, three online rounds with Team PWR that built to a PWR Up with Garnier booth at PAX Australia 2024.
Who were the talent in the Garnier PWR Up campaign?
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Team PWR led the campaign alongside ten gaming creators, running the online Blackout Challenge rounds and hosting meet and greets at the PAX booth.
What results did the campaign deliver?
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The campaign delivered 4 million total Australian reach, a 2.5x return on investment and 19 million views across the online challenge rounds, live streams and the PAX activation.
What did You Know Gaming do for the campaign?
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You Know Gaming created the Blackout Challenge concept, ran the three online rounds with Team PWR, designed and staffed the PWR Up with Garnier booth at PAX, and delivered the social amplification across creators, Team PWR and PAX channels.
What platforms did the campaign run on?
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Twitch live streams for the online challenge rounds, a three-day physical booth at PAX Australia, and social amplification across creator, Team PWR and PAX Aus channels.
Who is You Know Gaming?
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You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
