"The Sorority Server" campaign was launched to address the pressing issue of safety for female gamers in Brazil. Despite the fact that a significant portion of women in the country participate in gaming, female gamers are underrepresented in professional gaming and streaming circles. O Boticário, the biggest beauty brand in Brazil, wanted to expand their mission to fight for a more diverse and equal society, by aiming to create a secure and supportive environment for female gamers on Discord, the most popular platform for gamers to connect. The ultimate goal of the campaign was to positively impact entrenched gender inequality and injustice in the gaming world by empowering female gamers and inspiring a new generation of female gamers to take on their adversaries and claim their place in the gaming world.

The creative idea behind "The Sorority Server" campaign was to address the lack of safety for female gamers in Brazil by establishing a secure haven on Discord, where female gamers could connect with each other, find mentors, and compete in a safe and supportive environment. The initiative also provided female gamers with resources and tools to enhance their gaming experience, including a matchmaking bot that unified women with the same gaming taste; and a sorority bot that recommended streams from fellow female gamers on Twitch. The campaign aimed to challenge and change entrenched gender inequality and prejudice in the gaming community by creating a space where female gamers could thrive and reach their full potential. To increase it's effectiveness, we also brought in the biggest woman protagonists in gaming to serve as role models for the next generation.

This initiative was rooted into the issue of gender inequality in the brazilian gaming industry. The key message was to create a safe and supportive space for women gamers through the Sorority Server and bots, enhancing their gaming experience through technology and fostering a positive community. The target audience was female gamers, particularly those who face or empathize with the challenges in playing professionally due to the toxicity of the industry. The creation and distribution of a matchmaking bot and sorority bot designed to support female gamers who desired to connect, play, and compete in a safer environment were determining for our success. The campaign's assets also included mentorship sessions, emotional talks, and an amateur championship made entirely with teams formed within the server. The strategic distribution of these assets effectively engaged with the target audience, within the place gamers hang out the most: Discord.

The success of this campaign was rooted in the strategic placement of the campaign on Discord, ensuring it was accessible to its target audience of female gamers in Brazil. The implementation process required meticulous planning and execution to ensure the Sorority Server and matchmaking and sorority bots functioned effectively to provide added value through technology, and foster a supportive and safe environment for female gamers. The team also engaged with the community by bringing in well-known female gamers to give mentorship sessions and inspiring talks. The creation of amateur teams formed within the server and the subsequent championship provided an opportunity for female gamers to compete and win a professional photoshoot and complete rebranding. All of these efforts were accompanied by a campcare, thoughtfully conveying its aims and objectives to engage the community, and expanding our protagonists reach beyond our server.

The results of this campaign were significant, with notable statistics highlighting its impact on the gaming community. The overrall campaign achieved 76 million impressions, with the Discord community reaching over 3,000 users in just two weeks, and more than 40 amateur teams formed within the server. More than 150 new female streamers were suggested within The Sorority Server, demonstrating how the bots successfully fostered a positive community. The campaign's impact on behavior was significant, positioning O Boticario as a brand that cares about its customers and is committed to making a positive impact on the gaming industry.