Hershey's: International Women's Day – celebrate #HerForShe

Hershey's, a chocolate brand, partnered with streaming service Twitch for the launch of the #HerShe campaign to address discrimination against female gamers in the Philippines and foster inclusivity and unity in the gaming community.

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...

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