L'Oreal Maybelline
L’Oreal Maybelline partnered with Wildfire to reach a unique audience for their 'Under The Avatar' campaign
Challenge
L’Oreal Maybelline & Livewire partnered with Wildfire to reach a unique audience for their 'Under The Avatar' campaign. The campaign was aimed at drawing attention on harassment toward female-identifying players in gaming.
Their goal was to increase awareness and drive engagement around their messaging.
Solution
Wildfire helped partner with 5 gaming communities in their target region.
Each community created a Sponsored Channel with Sponsored Content promoting their “Under the Avatar” campaign.
We integrated a Custom Poll into each Sponsored Channel to increase engagement and measure user sentiment. There were 4 post throughout the 1-week flight that highlighted key messages from the campaign and drove traffic to their video content.
Results
By hosting the “Under the Avatar” campaign in a Sponsored Channel, we were able leverage all campaign touchpoints to drive traffic to their Sponsored Content. Communities embraced the message by clicking to watch the content on YouTube and engaging with the custom polls, having their say on their experiences of harassment in gaming.
We drove awareness for the campaign, views of their video content and exceeded engagement expectations with the custom polls in each community.
The new Polls functionality on Discord was used for this campaign – driving far better engagement than asking people to react to emojis.
