Star Stable
Category
Art Direction
Year
Ride with us – #YesImAHorseGirl is a brand initiative created to strengthen the emotional connection to Star Stable Online, both with-in the existing community and among new players. This was done by turning a previously overlooked stereotype, the "horse girl", into a source of pride.
My Role
Art Director
Created at
Star Stable Entertainment, Creative Studio
Title
150,286 SEK donated to Child Helpline International through in-game hoodie claims
6.4 million views on YouTube (Campaign film)
Community engagement through social media and in-game participation (#YesImAHorseGirl)
Challange & Solution
Research, including a survey of several thousand players, showed that many players had experienced being stereotyped as "horse girls". How could we turn this negative feeling into a positive force and strengthen the brand connection?
We launched: #YesImAHorseGirl. The campaign leveraged the insight that "horse girl" stereotypes exist but also celebrated the positive traits gained from being part of the equestrian world, such as resilience, self-confidence and community. The initiative transformed a stereotype into a positive and empowering narrative.
#YesImAHorseGirl invited players to share their personal stories under the hashtag, engage with campaign materials such as downloadable "action kit" and participate in a global initiative celebrating the strengths and achievements of the community.
In collaboration with the Music department we produced an original song and music video featuring artist Nomi Tales. The song was also integrated into the campaign's main film, creating a cohesive multimedia experience that brought the #YesImAHorseGirl initiative to life across digital channels and in-game touchpoints.
By claiming a RWU free in-game hoodie the community helped raise 150,286 SEK donated to Child Helpline International.
