Campanie
General Information:
Strategic approach:
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Context: Although the number of girls in gaming has seen a substantial increase globally, reaching and almost surpassing 50%, their role is still not sufficiently recognised and appreciated. Bullying, discrimination, and harassment paint a dire reality for girls in gaming. According to Statista, 77% of female gamers declared they have been confronted with these obstacles and 59% of female gamers stated they decided to use gender-neutral or masculine nicknames, to avoid conflicts and harassment. Objectives: With Share Your Power, Samsung embarked on a mission to promote gender equality in gaming. The main objective of the campaign was to celebrate and support women in the gaming industry, giving them a platform to share their stories and inspire other women who want to become gamers. Another aim was to combat stereotypes and prejudices by proving that women are just as powerful in gaming as men. Challenges: One of the major challenges of the campaign was to change existing perceptions and convince the general public that women can excel in gaming. This required a creative and innovative approach to draw attention to the issues facing women in gaming and highlight their successes and achievements in the field. Another challenge was to create an authentic and engaging experience for the gaming community that encourages participation and interaction - hence we created an immersive in-game experience in one of the most important gaming platforms, Minecraft. Target: Our core target audience were female gamers in Romania, aged 15 to 24. They are the ones who face the brunt of sexism and bullying online, as they are the most engaged players in the gaming world. We needed to speak to them directly and engage them with our campaign. The secondary audience were females aged 15 to 35, regardless of their gaming frequency. For Gen Z and young Millennials, gaming is a popular topic whether they play frequently or not so much. Taking a stand against issues women face online and sharing our activation in other social media channels, delivers on Samsung’s brand promise of empowering individuals and self-expression. |
Execution:
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