Despite half of gamers being women, there’s a lack of female talent in the industry. We were tasked to help Gram Games reverse the gender disparity in the gaming industry, fuelling conversation and encouraging women to get on the games career ladder.

Partnered with Etsy fan, journalist and author Dawn O’Porter to curate her own exclusive Mother’s Day Etsy gift guide for every type of mum. Activity supported by five parenting influencers, sharing their favourite gifts across social media to drive wider engagement. Launched a gift guide with Dawn at exclusive media and influencer event, to showcase the breadth of Etsy product that would be perfect for Mums. Supported activity with creative press office, to drive Mother’s Day product placement and features in high-tier titles.

Our solution was to develop a campaign that was everything but traditional. From research and focus groups, we knew that influence in this sector was diminishing within traditional media. As a result, we took a single-minded approach focusing the core press office campaign on gaming YouTubers and bloggers.