Case Study · Theraflu · Haleon · Poland · Q4 2024

+13.3% lift in purchase intent through casual gaming

In Q4 2024, Theraflu ran a fully opt-in Branded Takeover campaign inside casual mobile games in Poland. The goal was to test a new media channel that could deliver longer attention time and measurable brand outcomes — aligned with Haleon's shift toward attention-based planning.

The campaign paired a branded button with a rewarded video and a branded in-game reward. Message recall of +11.4% points to a cognitive link between positive gameplay moments and brand memory — reinforcement mechanisms may matter more than format length.

+13.3%
Purchase Intent
+11.4%
Message Recall
36.9 sec
Avg Attention (+85% vs benchmark)
94.4%+
View-Through Rate
60.8–64.3%
Engagement Rate
"It's not just about getting the most attention, it's about getting the right kind of attention that moves the KPIs we care about."
Phil Jackson — Global Marketing Effectiveness Innovation Director, Haleon
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