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.
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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 with cultural relevance was tricky. Edelman PR leaned on Dove’s CROWN Act credibility to navigate skepticism.
Furthermore, Edelman PR turned Dove’s vision into a tool that empowered developers and gamers alike.
Result: The Impact of Dove’s Code My Crown
Edelman PR’s execution delivered transformative outcomes. “ Code My Crown” resonated deeply, generating 1.8 billion impressions with 100% positive or neutral sentiment,” said an Edelman PR spokesperson. Results included:
- Global Visibility: Code My Crown amassed 2 billion social media views, maintaining 98% positive sentiment. This reflected strong acceptance within gaming’s critical online communities.
- Developer Engagement: Major studios like Square Enix adopted “Code My Crown’s” guide for upcoming titles.
- Community Connection: The campaign impact was evident as 95% of Black gamers agreed “the initiative has a positive impact on the gaming industry” (Survey, 2025, n=1,500).
- Furthermore, 81% of Black gamers felt more connected with Dove, and there was a 32% increase in brand loyalty within the Black community.
- Cultural Influence: Edelman PR established them as a pioneer in digital representation, resonating with 90% of Gen-Z. This reinforced their relevance across diverse, younger audiences.
However, some obstacles surfaced during the Code My Crown campaign that required swift action from Edelman PR. Smaller studios struggled with the guide’s advanced technical requirements, needing simpler resources.
They resolved this by actively collaborating with various gaming studios, both small and big, to integrate the guide into their development processes.
Additionally, some gamers initially doubted Dove’s intentions, fearing a marketing ploy. Edelman PR countered this by emphasizing community-driven content and maintaining authenticity.
Reflection: What Made Edelman PR’s Work with Dove Stand Out
Edelman PR transformed Code My Crown into a campaign reshaping brand engagement. By focusing on Black hair representation, they avoided empty promises.
Collaborating with Open Source Afro Hair Library and a team of Black 3D artists, animators, and programmers ensured authenticity. The 2025 GDC presentation positioned Dove as credible in a wary industry. “Our partnerships made Code My Crown practical and enduring,” noted an Edelman PR spokesperson. Partnerships with studios like Activision embedded the guide in development processes.
Initially, I doubted Dove’s place in gaming—beauty brands rarely connect with this audience. However, Edelman PR proved me wrong by deeply understanding the gaming community’s needs. They crafted a 200-page guide that addressed technical gaps in hair texture coding. This wasn’t just marketing; Edelman PR embedded Code My Crown in development processes. Their focus on actionable tools sets them apart from brands making superficial gestures.
Moreover, Edelman PR amplified Code My Crown through authentic voices, like influencers sharing personal stories. They prioritized community dialogue, using X Spaces to engage Black gamers directly.
This approach built trust where skepticism often prevailed, and by doing so, they created a campaign that felt like a natural extension of Dove’s mission. Ultimately, Edelman PR showed brands can drive change by listening, acting, and staying true to purpose.
What Edelman PR Learned During Dove’s Code My Crown
Edelman PR gained critical insights from executing Dove’s Code My Crown, shaping their future strategies.
First, genuine collaboration drives impact; partnering with Black programmers ensured the campaign’s credibility. Without this, Code My Crown risked being seen as another hollow corporate gesture.
Next, community engagement is vital; they used X Spaces to spark conversations, reaching 2.5 million gamers. This demonstrated that authentic dialogue trumps one-way messaging in gaming culture.
Furthermore, accessibility matters; They discovered that complex tools can alienate smaller studios. They developed video tutorials to simplify “Code My Crown’s guide for startup developers.
Another lesson was cultural alignment; Dove’s gaming entry raised eyebrows, but they linked it to prior advocacy. By referencing Dove’s CROWN Act work, they positioned Code My Crown as a logical step forward.
Additionally, data builds trust; Their surveys of 1,500 gamers validated the campaign’s focus.
Moreover, flexibility in execution is also key; Edelman PR adapted by offering multilingual guide previews. This ensured Code My Crown reached global developers, targeting 600 downloads by 2026.
Finally, influencer partnerships amplify reach; This PR firm engaged streamers to share unique perspectives, boosting engagement by 20%.
These lessons transformed their approach, making Code My Crown a model for impactful, community-driven campaigns. They learnt that listening, adapting, and grounding efforts in purpose create lasting change.
“Listening and adapting created lasting change,” said a representative. These lessons made Code My Crown a model for community-driven campaigns.
Looking Forward: Next Steps for Dove and Edelman PR
Edelman PR is actively expanding “Code My Crown’s reach to sustain its transformative impact.
First, they are creating interactive online modules to make Code My Crown’s guide more accessible. These modules will target 700 indie developers by mid-2026.
Next, Edelman PR plans to collaborate with Epic Games to embed Code My Crown in Unreal Engine’s tools. This could reach 2 million developers globally, enhancing inclusivity.
Moreover, they are launching a global ambassador programme for Dove, engaging 20 influencers. These ambassadors will promote Code My Crown across regions, aiming for 1 million social engagements.
Additionally, they might develop a mobile app to showcase Code My Crown’s hair texture library. The app targets 300,000 downloads by 2027, simplifying access for developers.
For Dove, Code My Crown has sparked new opportunities in augmented reality (AR) spaces. It will serve as an impactful initiative to design AR campaigns to promote inclusive avatar creation, targeting 500,000 users.
Furthermore, they are piloting a mentorship programme for Black developers, supporting 100 participants in 2025. This initiative strengthens Dove’s commitment to empowering underrepresented voices in tech.
Finally, Edelman PR is exploring AI tools to streamline hair texture coding for Code My Crown. These tools aim to reduce development time by 30% for studios.
By pushing these initiatives, Edelman PR ensures Dove remains a leader in digital inclusivity. Their focus keeps Code My Crown relevant, impactful, and aligned with Dove’s mission.
Future Vision: Dove and Edelman PR’s Broader Impact
Edelman PR envisions Code My Crown as a blueprint for transforming digital representation across platforms. They see Dove leading inclusivity efforts in emerging virtual spaces beyond gaming.
For instance, they may plan to extend “Code My Crown’s principles to social VR platforms shortly. This could impact 800 million users, fostering authentic self-expression.
Moreover, Dove aims to redefine beauty in digital realms, prioritising confidence.
- Global Expansion: Edelman PR targets the adoption of Code My Crown by 25 studios by 2028. This aims to reach 1.2 billion players with inclusive avatars (Dove, 2025).
- Tech Innovation: They are developing AI tools to simplify hair texture coding for developers. These tools could cut development time by 25% for studios (Nielsen, 2025).
- Community Empowerment: Edelman PR plans a global summit for Black developers in 2026. This will connect 150 creators to advance inclusive game design (Dove, 2025).
- Cross-Platform Reach: Dove will apply Code My Crown to metaverse platforms, targeting 600,000 users. This ensures representation in virtual reality spaces (Gartner, 2025).
Initially, I wondered if Dove could sustain its influence in such diverse digital spaces. However, Edelman PR’s track record with Code My Crown suggests they can deliver. Yet, scaling globally might challenge cultural nuances in different regions.
For example, Edelman PR must adapt Code My Crown for Asian markets, where gaming dominates (Newzoo, 2024).
Furthermore, Dove’s mission to foster confidence remains the core driver.
Ultimately, Edelman PR and Dove aim to shape a future where digital identity empowers everyone.
