Case study
How Bayer’s Supradyn plugged into the gaming community to connect with Gen Z adults in Türkiye
Prioritizing a healthy lifestyle has become increasingly important around the globe – particularly for younger adults.1 This trend encompasses “not just fitness and nutrition, but also overall physical and mental health and appearance”, according to a recent McKinsey & Company survey.
Supradyn, a nutritional multivitamin brand from Bayer, wanted to drive an impact within the health and wellness landscape, specifically with Gen Z adults in Türkiye. Knowing the popularity of gaming with younger adults, Supradyn identified Twitch as an ideal place to connect with these customers. The brand worked with Amazon Ads to develop a campaign that would resonate with younger adults and stand out on Twitch.
Here is how Supradyn worked with Amazon Ads and Twitch to develop a campaign that would connect with younger adult audiences.
Using insights-based decision-making
The Twitch user base consists predominantly of Gen Z adults, with more than half of the total users between ages 18 and 24.2 Gaming-related content also forms a significant portion, approximately 76%, of all content consumed on Twitch. Knowing this, Supradyn identified Twitch as an ideal place to connect with Gen Z adults who are passionate about gaming.3 Additionally, a GWI survey showed that 26% of total Twitch users experienced sleep-related conditions, which meant that Supradyn could engage with these audiences in a meaningful way as their product aided mental and physical well-being.4
With these insights in mind, Supradyn tapped into an upper-funnel strategy with Twitch’s video DSP solution using a video ad for gamer audiences. The goal was not just to broadcast a message, but to embed Supradyn into the heart of this community, helping it become a multivitamin product of choice for gaming audiences in Türkiye.
The campaign focused on three distinctive video advertisements, each designed to resonate with three key demographics: the ”Student”, the “White collar worker” and the “Gamer”. Each video ad was individually tailored to communicate a unique message that represented the lifestyle and aspirations of its audience, and how Supradyn can help that audience mentally and physically. The Gamer video, for example, illustrated the relentless spirit of gaming enthusiasts. The compelling narrative of the video communicated a powerful message: “Don’t give up, because it is when you persist and keep moving forward, that your true self shines.”
Supradyn video advertisement showcasing the 'Gamer' demographic
Surpassing industry benchmarks in Türkiye
The success of Supradyn’s first Twitch campaign showcased the brand’s ability to reach and engage with their audiences effectively, achieving more than two million impressions. In addition to the broad reach, the campaign’s performance also reflected positively in its click-through rate (CTR). The campaign achieved a CTR of 0.33%, indicating a 13% improvement in comparison to the established industry benchmark. Moreover, the CTR indicates that the campaign successfully grabbed the attention of the intended audience, who showed interest by actively interacting with Supradyn’s content.5
Moreover, the campaign’s video completion rate (VCR) of 86% exceeded the industry standard by 6%. This implies that the majority of viewers found the campaign content sufficiently engaging to watch it until the end, indicating a high level of audience retention.6
The campaign also had a considerable degree of audience penetration, reaching approximately 466,000 unique users. This reach signifies that the campaign was effective not only in engaging with its existing consumer base but also in attracting new potential consumers.7
“Supradyn’s recent drive in brand reputation primarily comes from our successful connection with Generation Z. Our strategic use of Twitch made our distinctive approach to engaging this demographic possible,” said Ezgi Küçüknane, brand manager for Bayer. “This platform allowed us to surpass common advertising challenges and connected us with a demographic that places a high value on gaming. The resulting visibility and engagement surpassed our expectations, demonstrating the transformative potential of innovative, digital-centric marketing strategies,” said Emre Atcakan, digital marketing and data strategy lead for Bayer.
1McKinsey & Company, WW, 2021
2-3Twitch internal data, TR, 2022
4Global Web Index, TR, 2022
5-7Twitch internal data, TR, 2022