dawn dawn dawn

How P&G and Dawn created a movement within
Minecraft's community around saving wildlife

P&G Dawn x Overwolf Ads
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THE CHALLENGE:

Dawn has been saving marine wildlife for over 40 years. But raising awareness of environmental causes is difficult, especially among younger generations.

How could Dawn reach a younger demographic, to not only spread the message of their environmental history, but actually inspire this audience into action through what they love most - gaming?

THE SOLUTION:

Overwolf invited its gaming community to spread the word of saving wildlife with Dawn and become ambassadors through a unique challenge inside Minecraft.

>Using this innovative approach

Gamers were tasked with building wildlife-themed creations in Minecraft, capturing it with Overwolf’s video highlights gaming app Outplayed, and sharing it with their network of friends and followers on social media.

For each clip posted, Overwolf and P&G/Dawn donated $5 to the international Bird Rescue and Marine Mammal Center.

>Using this innovative approach

THE RESULTS:

Our campaign created a global buzz within the Minecraft community, achieving industry-leading KPIs including:

  • 1M+

    ENGAGED MINECRAFT PLAYERS

  • 5021

    hours spent building
    wildlife-inspired creations

Alongside this, we saw a significant shift across all key brand metrics for DAWN in our brand lift study among gamers, including:

  • Cool

    +32.9

    points increase

  • CREATIVE

    +27.7

    points increase

  • Innovative

    +19.6

    points increase

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