Helping Gillette Reach Gen Z Gamers Through Fortnite

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.