ABOUT

BACKGROUND

The gaming industry is bigger than ever. It’s twice as large as Hollywood’s. Everyday, 1.8 billion gamers play online. Almost half of them are girls. A study from Ohio University showed that 100% of these girls have suffered some form of harassment while playing. Vivo, the biggest internet provider in Brazil, was shocked by those alarming numbers and decided to be the first brand to take a stand for gamer girls against online harassment.

CREATIVE IDEA

We detected that many girls were hiding their identities behind male nicknames in order to protect themselves. It was very unfair. It had to end. To reach these boys and girls, we should count on their idols: the gamer influencers. So, we invited the biggest male influencers to take part in an experience: they should change their nicknames to female names and use them to play online for one day. We also asked them to share this experience with their fans and invite them to do the same. And so, they did. From then on the movement spread organically all over the world.

STRATEGY

Vivo wanted to make a statement: girls need to be respected while playing, too. Despite all the broadcasted campaigns promoting equality, the scenario in the gaming world wasn’t being affected. To make gamers aware we came up with a simple strategy: if they didn’t listen to a brand, they would certainly listen to their idols. So, we invited the main gamer influencers to join our campaign. It took only one week to draw the media’s attention and make thousands of gamers aware of the gender inequality issue. People started to use the campaign’s hashtag #MyGameMyName in their posts in all social media platforms supporting our movement.

EXECUTION

First, we asked the main game influencers to participate in the experience of playing under female names and share it with all their followers in their YouTube channel. After that, we gathered the most impressive experiences in a single video to give another boost to the campaign. The organic content produced by followers and the strength of our influencers quickly made the media aware of the movement and it became news everywhere.



RESULTS

More than 115 million media impressions with no investment, more than 200,000 social media interactions in different platforms, 98.6% of positive mentions, more than 40 hours of organic content posted on YouTube either of people taking part in the experience or talking about the problem, and most importantly: as we can see in many social media comments, countless girls were encouraged to never hide again thanks to the campaign.