Pen Your Pride: How Ben & Jerry's Engaged the LGBTQ+ Community on Wattpad through a Write-a-thon | Case Study Video

November 26, 2018

Ben & Jerry's Canada engaged the LGBTQ+ community on Wattpad during Pride month through a philanthropic write-a-thon, with the goal of driving positive brand sentiment and increasing likelihood to purchase amongst Wattpad’s Gen Z audience,

We challenged the community to write a story about when they felt proud to be a member or ally of the LGBTQ+ community. And, for every story written, using the tag #WattPride, we committed to donating $1 to IGLA (International Lesbian, Gay, Bisexual, Trans and Intersex Association). With the goal of generating 10,000 stories, we committed to donating $10,000 to this cause!

Watch the video below to see how the campaign achieved 170% of the target!

Interested in learning more about Wattpad Brand Partnerships? Contact us at brandpartnerships@wattpad.com.