The folks at Panda are all about lifting people up and sharing their good fortune. So when Asian Pacific American Heritage Month rolled around, we wanted to send a message of support and encouragement. We created a digital and social campaign around a simple idea:
We are not defined by just one thing. But by many things.
We are a combination of talents and traits that transcend any and all stereotypes.
And thus, the “Hyphens Unite Us” campaign was born.
First, we created a series of social posts and stories that tapped into the rich and varied experiences of iconic Asian-American Originals.
Sponsored and organic posts highlighted the diversity of what it means to be an Asian-American Original.
Hyphen art was created for over two dozen micro-influencers.
The stories drove to a campaign landing page, where fans learned more about Asian Pacific American Heritage Month and watched exclusive, behind-the-scenes interviews of our featured talent.
Over 230 million people, in fact. Almost double the impressions of the previous year’s campaign. And best of all, 85% of those impressions were organic, showing just how resonant this idea was. 2020 Webby Honoree in Social Diversity & Inclusion
