Case overview
#YesImAHorseGirl is a brand initiative created to strengthen the emotional connection to Star Stable Online both within the Star Stable community and to attract new players. This was done by turning a previously overlooked stereotype — the "horse girl" — into a source of pride.

Challenge
Research, including a survey of several thousand players, showed that many players had experienced being stereotyped as "horse girls". How could we turn this negative into a positive and strengthen brand connection?

Outcome
150,286 SEK donated to Child Helpline International through in-game hoodie claims
6.4 million views on YouTube (Campaign film)
Community storytelling through social media and in-game participation (#YesImAHorseGirl)

The campaign film that launched Ride With Us globally.

Solution – #YesImAHorseGirl 
The campaign leveraged the insight that "horse girl" stereotypes exist, but also celebrated the positive traits gained from being part of the equestrian world, such as resilience, self-confidence, and community.

In collaboration with the Music department, we produced an original song and music video featuring artist Nomi Tales. The song was also integrated into the campaign's main film, creating a cohesive multimedia experience that brought the #YesImAHorseGirl initiative to life across digital channels and in-game touchpoints.

#YesImAHorseGirl invited players to share their personal stories under the hashtag, engage with campaign materials such as downloadable "action kit", and participate in a global initiative celebrating the strengths and achievements of the community.

The initiative transformed a stereotype into a positive and empowering narrative, forming a long-term platform within the Ride With Us communication strategy.

Deliverables
Art Direction
Campaign film
Campaign materials: Digital, OOH, print, and in-game 
Original song with artist Nomi Tales released on Spotify and major streaming platforms
Editorial content highlighting personal stories
Testimonials from influencers sharing their experiences as “horse girls”

Community-driven impact

Campaign imagery

Billboards in Poland

Participation toolkit
 

Campaign imagery

Created at Star Stable Entertainment AB 
2023

For inquiries, please contact:

lisa.hageby@gmail.com
LinkedIn

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