The boticario was awarded at the Clio Awards, a global award that recognizes creative excellence in advertising, design and communication, with silver in the ‘Use of Technology’ category, within audio. The Unsilenced Server case is part of the ‘Game Heroines’ platform, an ecosystem of actions fostered since the beginning of 2022 to boost female protagonism in the gaming scene, with sponsorship of female teams, events, support for championships and participation of influencers , pro players, streamers and casters from the gaming scene.
Unsilenced Server was born to create a safe space for women within virtual gaming environments, as well as promoting connection and amplifying their voices. Today, there are more than 4 thousand users and 20,000 hours of voice chat per month, 73% above the average per Discord user, proving that an environment that promotes welcoming and safety encourages gamers to interact more and without fear.
“The recognition from the Clio Awards comes to endorse our trajectory within this niche, especially with the female audience. Three years ago, we began exploring the gaming scene in a pioneering way and strengthened our strategies, conquering spaces and developing initiatives in order to build a solid base within the national scene. Today, we are very proud to say that we are the top of mind cosmetics brand for the community, according to data from the Game Brasil 2024 Survey and we will remain committed to this construction full of challenges”, comments Marcela de Masi, director of Branding and Communication at Boticário Group.
For Carolina “Voltan” Marzin, LOUD influencer and heroine of the game since 2022, creating a safe environment that can encourage gamers is essential to expand opportunities, and this can be a role played by brands.
“Although women are the vast majority in the gaming world, like me, I am sure that many did not have connections with other women, beyond their cycle of friendships. The Boticário project did just that, it managed to connect people and embrace them in a safe place. In addition to being a pioneering initiative in relation to brands for the female audience, it is an initiative by a beauty brand that has been present at all stages of my life”, highlights Carolina.
*Cover photo: Disclosure/O Boticário
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