Gillette made a deliberate decision to win with the next generation by investing in gaming long term. Instead of running one-off influencer campaigns, the brand built a sustained platform through the Gillette Gaming Alliance and the annual Gillette Cup. The result was a program that blended creator partnerships, in-game experiences, and live competition into a repeatable engine for cultural relevance and measurable growth.
The Gillette Gaming Alliance brought together creators across 14 countries and gave them space to integrate the brand naturally with their audiences. That credibility set the stage for the Gillette Cup, a custom Fortnite tournament built on a branded map that players could enter themselves. The map drew more than 500,000 players in a single season, streams generated hundreds of thousands of hours watched, and the program contributed to a 6 percent lift in revenue during the campaign window. By committing to a multi-year strategy instead of a short-term push, Gillette became one of the most watched non-endemic brands on Twitch and established a real presence inside gaming culture.
