THE CHALLENGE

Gaming has become one of the most immersive entertainment formats in Canada, with over six million active players. But as gameplay intensified, so did a hidden side effect: screen-induced headaches. Despite 71% of gamers reporting this issue, most played through the pain. Advil saw an opportunity to shift from reaction to prevention by offering a real, science-backed solution for a digitally native audience.

THE STRATEGY

Working with a neuroscientist and top Twitch creators, Advil developed downloadable in-game settings for seven of the most headache-inducing genres. These Head Settings helped reduce known visual triggers without disrupting gameplay. Distributed across Twitch, Discord, YouTube, and social platforms, the campaign redefined what a pain relief brand could do. It gave players control and built cultural credibility in a space where few health brands had entered.

THE EXECUTION

The campaign launched with a two-minute docu-style video, backed by influencer walkthroughs, live Twitch demos, and guides hosted on a dedicated Advil landing page. Paid and organic content ran across Amazon, TikTok, Instagram, and YouTube. Earned media helped expand reach, with coverage in national press and gaming publications. 

The message was clear: you do not have to stop playing to start feeling better.

THE OUTCOME

The campaign connected deeply with gamers and delivered measurable results:

• 10M+ total impressions, including 5.3 million earned
• 4x the Twitch engagement rate benchmark
• 7-point lift in purchase intent among gamers
• 51% increase in Advil brand awareness for gaming headache