Campaign details
Agency: IPG MediabrandsRegion: APAC
Strategy
Objective
According to Statista's research, women gamers make up 50% of the gaming community in APAC. Despite their significant presence, their achievements often remain unnoticed due to the veil of anonymity. Hershey's has taken the initiative to tackle this issue with the #HerShe campaign, which aims to connect with women in the region using the inherent pronouns "Her" and "She" found in the brand name. The primary business challenge at hand is to enhance brand consideration among young gamers in the Philippines, and the key lies in reaching out to...