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Dove recognized that gaming is gaining massive reach, but Black gamers often felt their identities were not important. With over 3 billion players globally, gaming shapes digital self-expression.  Black women struggled with real avatar hair options. Dove, known for empowering women since its 2004 Campaign for Real Beauty, launched Code My Crown to transform game development.  Partnering with Edelman PR, they created a practical tool for inclusivity. Code My Crown allows Black gamers to see their identities authentically mirrored in avatars, affirming confidence,” said one of the spokespersons.  In this case study, we will explore the initiative behind the Code My Crown campaign and how Edelman PR tackled the challenges and its impact. Initially, I questioned whether Dove could connect with gaming’s tech-savvy community. For instance, 48% of gamers are female, and 29% are people of colour.  Their CROWN Act advocacy gave it credibility with Black audiences (CROWN Act, 2025). Yet, the complexity in gaming posed an issue. Edelman PR turned this vision into reality with actionable solutions. “We saw an opportunity to extend Dove’s mission into gaming, where representation lags,” noted an Edelman PR representative.  With 87% of Gen-Z gaming, the target was on younger audiences, balancing this with its existing consumer base. I wondered if a beauty brand could shift an industry’s approach, but Edelman PR’s data-driven strategy made it possible. The brand’s commitment, paired with the Pr agency’s execution, changed the whole idea of digital inclusivity, showing brands can empower identities. Situation: Why Dove Entered the Gaming Space Dove has redefined beauty for decades, from its Campaign for Real Beauty to supporting the CROWN Act, protecting against hair-based discrimination. By 2025, they saw the value of gaming is at $184 billion with over 3 billion players (Newzoo, 2024), as a key space to express their identity.  They noted that gaming was lagging in representing diverse identities, especially for Black women, who are part of the 48% female gamer demographic (Entertainment Software Association, 2024). “Gaming is a frontier where empowerment is often stifled,” said a spokesperson. Amidst that, Edelman PR identified a specific issue: 85% of Black gamers felt their hair textures were poorly represented in games, limiting authentic self-expression through avatars (Dove Internal Survey, 2024, n=1,200).  With 29% of gamers being people of color and 87% of Gen Z playing games regularly (ESA, 2024), this was a significant gap. For Dove, avatars weren’t just pixels—they were a digital extension of confidence, a core pillar of their mission.  Edelman PR saw an opportunity to extend the brand’s advocacy into gaming, a space where millions, especially younger audiences, spend their time. Read Also: Freuds Group: Amplifying Nonprofit Causes with Impact Challenge: Barriers Dove Faced Before Code My Crown They faced obstacles in extending their mission into gaming before partnering with Edelman PR. Many brands were retreating from diversity efforts, but they remained committed to underrepresented women.  Their advocacy for the CROWN Act, protecting against hair discrimination, built deep trust with Black consumers (CROWN Act, 2025). However, authentic representation was still an issue, especially for Black women.  So, crafting the Code My Crown campaign required overcoming these barriers to maintain credibility. “We had to prove our credibility in gaming,” an Edelman PR spokesperson noted. They overcame issues like: Technical Complexity: Creating real Black hair textures demanded advanced coding skills and specialized resources. Edelman PR’s 2024 study of 25 developers showed limited access to diverse texture libraries. Community Skepticism: Gamers often distrust brand interventions, criticizing vague efforts on social media platforms. Dove, a beauty brand, risked being perceived as an outsider in gaming. Balancing Audiences: With 87% of Gen-Z gaming, they needed to engage younger players effectively. Simultaneously, Edelman PR had to maintain trust with the brand’s loyal Black consumer base. Avoiding Superficiality: Many diversity campaigns slack by lacking substance, appearing performative to savvy audiences. The Pr agency needed to deeply understand the Code My Crown initiative to deliver credible, practical solutions. Edelman PR recognized that superficial gestures would fail in this discerning community.  They needed to craft a campaign that addressed real technical gaps in game development. Moreover, aligning the Code My Crown with what the brand stands for was crucial.  Furthermore, engaging a global industry required steering diverse cultural expectations. For instance, Edelman PR had to ensure the campaign resonated beyond U.S. audiences.  Ultimately, Dove’s challenge was to push for inclusivity without compromising its hard-earned trust. Solution: What Edelman PR Did for Dove’s Code My Crown They collaborated with Open Source Afro Hair Library and a team of Black 3D artists, animators, and programmers. They created a 200-page downloadable guide including step-by-step instructions, 360-degree photo mapping, and cultural insights. This is to educate and train developers on how to create Black hairstyles in video games.  The initiative offered the coding world the tools for more inclusive and representative gaming experiences, thereby allowing Black gamers to see their identities more authentically mirrored in their avatars. The campaign was brought to life with a website, social content, and gaming influencers. It was further spread with their lead developer speaking about it at credible events like the Game Developers Conference, the game industry’s premier professional event, championing game developers and the advancement of their craft. Finally, they engaged directly with major players in the gaming industry to incorporate the guide into their game development and employee training. The key steps include: Data-Driven Foundation: Dove’s survey of 1,500 gamers confirmed hair representation gaps, guiding Edelman PR’s approach. Qualitative interviews with 15 developers highlighted technical challenges in coding diverse textures. Community Connection: Edelman PR engaged gamers through X and Twitch, ensuring Code My Crown resonated. They partnered with influencers to share authentic representation stories, boosting engagement. Industry Adoption: Edelman PR collaborated with studios to integrate Code My Crown’s guide. They aimed to make it a standard resource for inclusive game development. I doubted Dove could translate its mission to gaming, but Edelman PR proved otherwise.  For instance, they ensured Code My Crown aligned with Dove’s goal of fostering confidence. However, balancing technical precision

You aim to build a community from nothing, starting with no followers or posts. This eBay case study reveals how Hotwire Global partnered with eBay, a 30-year-old e-commerce giant, to launch @eBayforSellers on Instagram.  eBay’s seller community, the platform’s backbone, needed a space to connect and grow. Hotwire Global created a thriving hub, gaining 6,000 followers in three months. Their approach drove strong engagement, strengthening eBay’s seller ecosystem. First, they surveyed eBay sellers to identify their unique challenges and needs accurately.  Next, they posted daily content, including practical tips and inspiring seller success stories.  Additionally, they hosted live Q&A sessions with eBay experts, boosting engagement by 40%, and collaborated with top sellers to share authentic stories that connected deeply.  As a result, 70% of followers engaged weekly, building a loyal community. Hotwire Global’s success with eBay shows these steps deliver measurable results.  By focusing on engagement, you create a loyal community. What specific actions will you take to build your community? Read Also: Frito-Lay North America: Cracker Jill Case Study CHALLENGE eBay Faced: Building a Seller Community from Scratch 1. Starting with a Blank Slate eBay had no Instagram presence for its sellers, meaning Hotwire Global had to build @eBayforSellers from zero. Sellers were already active elsewhere, say, unofficial forums or competitor platforms like Etsy’s community boards. Drawing them to a new channel was no small feat. The team faced a big question: How do you convince a scattered community to join a brand-new platform? Through interviews and surveys, they dug into seller needs, learning that 68% of sellers wanted direct platform updates from eBay.  By promising practical value, like listing tips and policy news, they sparked interest. The result? Hundreds of followers joined on launch day, proving they hit the mark. 2. Blending eBay’s Voice with Seller Vibes eBay’s polished, corporate tone didn’t quite fit a community-driven Instagram page. Sellers wanted warmth, relatability, and a sense of belonging.  Hotwire Global had to craft a voice that felt like eBay but spoke peer-to-peer. This raised a key question: how do you keep a brand’s identity while sounding like a friend? and created content guidelines mixing eBay’s professionalism with casual storytelling.  For example, they paired official announcements with posts celebrating sellers’ small wins, like a vintage shop owner’s first big sale.  This balance made the page feel authentic, drawing sellers who craved both info and connection. 3. Crafting Content Without a Roadmap With no prior Instagram data, Hotwire Global couldn’t lean on past performance to shape their strategy. They had to find what would work based on research alone.  They studied competitor pages and interviewed sellers, finding that 82% valued practical advice over promotional posts. The main challenge was, how do you build a content plan without knowing what sticks? They launched with different posts, from tutorials to seller stories with Q&As, and tracked engagement closely.  Within two weeks, they saw tutorials outperformed other formats by 41%, so they doubled down. This nimble approach lets them refine fast, turning guesses into wins. 4. Proving It’s More Than Likes eBay’s stakeholders weren’t just interested in followers; they wanted proof that the page drove business value. Likes and comments are great, but do they move the needle?  Hotwire Global needed to connect social media to eBay’s bottom line. Questions like How do you show a community page impacts revenue? Started popping up. They tracked engagement alongside platform metrics, finding that active @eBayforSellers followers had 19% higher listing activity.  By tying comments to seller satisfaction scores, they showed the page kept sellers loyal. Clear data won over stakeholders. 5. Keeping Up as the seller Community Grew As @eBayforSellers took off, engagement demands skyrocketed. Responding to comments, answering questions, and posting daily stretched the team thin. They couldn’t let quality slip as the follower count climbed. The question was: how do you stay responsive when the community scales fast? Hotwire Global built a system—templates for common replies, a two-hour response window, and batched content creation.  For example, they prepped a week’s posts in one day, freeing time to chat with sellers. This kept the page personal, even at 6,000 followers. eBay case study: Key Takeaways You aim to build a thriving community that delivers value and drives business success. This eBay case study shows how Hotwire Global tackled challenges for eBay’s @eBayforSellers. They researched sellers’ needs, offering tailored content that boosted engagement by 40%.  Next, they blended eBay’s brand with a relatable tone, gaining 6,000 followers fast. Furthermore, they tested diverse content, optimising posts after 70% higher saves. First, Hotwire Global linked social metrics to outcomes, tying engagement to 20% loyalty growth.  Next, they built scalable systems, maintaining engagement with 1,500 weekly interactions as the community grew. Their grit and data-driven approach created a community that benefits eBay and sellers. You can adopt these strategies to grow your own community effectively. Consider these actionable steps: Hotwire Global’s success with eBay proves that strategic community-building works. What specific actions will you take to grow your community and prove its value? Solution: Building @eBayforSellers using Real Connection 1. Grounded in Seller Truths Hotwire Global didn’t guess what sellers wanted; they asked. Through surveys and competitor analysis, they learnt sellers craved practical tips, recognition, and a direct line to eBay.  For example, 73% said they’d follow a page offering listing hacks over generic news. This raised a question: how do you build a community that feels like it’s for them, not you? They shaped content around seller pain points, like navigating fees or boosting visibility, rather than eBay’s marketing goals.  Posts like “5 Ways to Optimise Your Listings” became instant hits, setting a value-first tone. 2. Content That Served Every Seller The eBay case study highlights five content pillars that defined @eBayforSellers: Each pillar had a job—educate, inspire, or connect.  For example, spotlights not only celebrated sellers but also showed newcomers what’s possible.  And this landed them in the confusion of: how do you cover all needs without losing focus? Clear guidelines for tone and visuals kept

GSK Transforms Conference Engagement with Data Visualization The GSK brand faced a common problem of standing out among pharmaceutical displays at the BIO conference. Working with Hill & Knowlton PR agency (part of WPP), they created an interactive data visualization experience based on attendee input about healthcare innovation. This approach generated 25 million media impressions and secured a 53% share of voice at the conference, creating positive momentum that contributed to GSK stock perception among industry leaders and investors. The Situation for GSK: The Conference Challenge To address a critical challenge at the BIO medical conference, GSK partnered with Hill & Knowlton PR agency to craft a distinctive solution. Most pharmaceutical companies use similar booth designs and presentations, which often results in attendees experiencing “booth fatigue” due to the repetitive nature of the exhibits. As a result, GSK needed to do more than just show up—they had to demonstrate their belief that “innovation starts when we stop to listen” in a way that was both memorable and capable of shifting how the market perceived GSK stock through clear differentiation. The main challenges GSK faced included: “Hill & Knowlton PR agency transformed our vision into a breakthrough experience,” said their Brand Team. “They created a dialogue that connected with our target audience and positioned us as true leaders in healthcare innovation.” Furthermore, the medical conference landscape presents unique challenges for companies like GSK. With hundreds of exhibitors all vying for limited attention, conventional methods often fall flat and fail to make lasting impressions. Recognizing this, GSK understood that to truly differentiate themselves, they needed to live their corporate philosophy—not just talk about it. This insight became the driving force behind their fresh, experience-led approach to conference marketing. Also Read: Frito-Lay North America: Cracker Jill Case Study The Challenge for GSK: Breaking Convention at BIO GSK faced four main obstacles when planning its conference strategy: 1. Conference Monotony Conference monotony presented a significant barrier to engagement. Also, standard booths with brochures and promotional items dominate medical conferences, with research showing engagement metrics declining year over year. One of the problem was that GSK needed a fresh approach to capture attention, as traditional methods would not support their stock value growth through differentiation. Key issues included: 2. Limited Attendee Engagement Limited attendee engagement posed a serious concern for GSK’s conference strategy. Besides, Healthcare professionals spend less than 5 minutes at most booths, though interactive experiences increase engagement time by 300%. GSK risked being overlooked without a compelling reason to stop. You likely skip booths that look similar to dozens of others you’ve seen, creating a challenge for any company seeking meaningful connections. Engagement barriers included: 3. Message Clarity Issues Message clarity issues threatened GSK’s distinct positioning at the conference. Every company claims to be “innovative” at conferences, placing GSK’s reputation for scientific excellence at risk of getting lost in the noise. This confusion could impact GSK stock performance through brand dilution if they couldn’t clearly communicate their unique approach to healthcare innovation. Positioning challenges included: 4. Values in Action GSK knew that in today’s noisy conference environment, it wasn’t enough to talk about values—they had to show them in action. Their core belief that “innovation starts when we stop to listen” couldn’t just be printed on banners or repeated in speeches. Especially at a conference where 70% of attendees remember brands that offer interactive experiences, simply stating their philosophy would have fallen flat. Instead, they needed to transform this belief into something tangible—something people could see, feel, and remember. This meant moving beyond the standard booth format and reimagining how a brand could connect with its audience. GSK faced several key challenges: Therefore, the solution had to be bold but rooted in authenticity. It needed to reflect GSK’s long-term strategy while delivering immediate impact. The approach had to break through the noise—yet stay grounded in listening, empathy, and innovation. Ultimately, the goal wasn’t just to stand out—it was to be remembered for something meaningful. SOLUTION: Data Visualization Strategy for GSK Hill & Knowltom PR agency developed a comprehensive approach for GSK that addressed their challenges while creating a unique conference experience. The strategy centered around four key components: 1. Interactive Data Collection and Display GSK created a booth where attendees shared perspectives on healthcare innovation, which were transformed into real-time data visualizations. This approach included: This strategy made them feel responsive rather than promotional. You would see your own contributions become part of a larger industry perspective, creating a personal connection to the GSK brand. The visualization technology itself represented a significant innovation in conference engagement. Using advanced algorithms, the system could process diverse inputs from multiple participants simultaneously, creating dynamic visual representations that evolved throughout the conference. This technological approach reflected GSK’s commitment to applying innovative thinking to complex challenges. 2. Expert-Led Conversations GSK thought leaders engaged with the visualized data to create meaningful dialogue. This component featured: This approach created stronger connections than standard product pitches. You would experience GSK through two-way communication that respected your expertise while providing valuable insights. The expert engagement strategy was carefully designed to balance authority with openness. GSK representatives were trained to ask questions that would elicit meaningful responses and create opportunities for deeper dialogue. In the end, these conversations often led to follow-up meetings and relationship development that extended well beyond the conference timeframe. 3. Media Strategy The comprehensive media strategy extended impact beyond the physical booth: This generated coverage that linked GSK to healthcare innovation leadership. The media approach kept GSK visible throughout the event and beyond. You would encounter GSK’s innovation story even if you didn’t attend the conference, expanding the impact of their investment. The media strategy included targeted outreach to key publications that influence industry perception. By providing these outlets with unique content based on the visualization data, GSK created news value that warranted coverage. This approach positioned GSK as a thought leader rather than simply a company with a product to promote. 4. Digital Extension Digital extension amplified