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.

Our Originals


First, we created a series of social posts and stories that tapped into the rich and varied experiences of iconic Asian-American Originals.

One-of-a-kind


Sponsored and organic posts highlighted the diversity of what it means to be an Asian-American Original.

The Campaign United Dozens of Originals


Hyphen art was created for over two dozen micro-influencers.

Fans Found More Inspiration on Our Landing Page


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.

Panda fans far and wide connected and engaged with our message.

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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.

230M

Impressions

85%

Organic Impressions