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 ILGA (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!