Removing stigma for women and girls is central to Tampax’s mission. So when the brand was looking for a way to reach GenZ, esports wasn’t an obvious platform. But women make up a growing portion of the 474 million esports viewers (22% globally). So Tampax went in with a test: A gaming fest on Twitch featuring all female players. The experiment worked: The event garnered the most viewers of any all-female event in the preceding 12 months. In this video, Tampax’s senior brand manager, Kimberly Powell, shared the inside story on this campaign, particularly its emphasis on messy, unpolished ads, resonant with their GenZ target.