Top Ten
Marketing Campaigns With A Message For Women
Through the years, there has been a vast improvement in terms of equality, especially in the kind of messages brands portray. While marketing and advertising campaigns have been borderlining on fantasy and fiction, there has been a shift in the demographic of advertisements. Today, here is taking a look at marketing campaigns, which not only empowered women, but helped improve equality in the larger sense of the word:
1. Smirnoff and Spotify: The Equalizer
Picture credits: elle.com
In the year 2018, Spotify launched a brand new campaign directed toward increasing the number of women using this app. By creating a campaign called The Smirnoff Equalizer, the Spotify team tracked the user based behaviour and based on the results, created playlists targeted for men and women. One of the reasons this campaign worked so well is not only because of the unique combination between men and women, but because of how Spotify tried working over the highly prevalent gender bias.
2. Microsoft – Girls Do Science
Picture credits: microsoft.com
As one of the leading tech companies in the world, Microsoft realised early on, they have a large impact on the way people view women in the science and tech fields. Accepting this need, Microsoft created the #GirlsDoScience campaign in order to reinforce the fact that it is okay for young girls to love science and technology. With a series of videos showing girls and young women talking about how much they love science, this campaign was directed to show the positive side of the women liking science. By the end of the video, Microsoft sent letters of encouragement to these girls in order to inspire them to keep working hard and doing what they love. Through this campaign, Microsoft conveyed how it strives to ensure gender bias no longer exists in the field of technology!
3. H&M – She’s A Lady
Picture credits; hellogiggles.com
How many times have you been told what to wear, how to dress and what kind of clothes suit you? The more number of times you are told these things, the more you start rebelling, right? Realising the reason to change this very issue, H&M launched the She’s A Lady campaign in the year 2016. Designed to make women realise they can wear and do what they like, the campaign quite literally created a splash. Lauded for the subtlety in how the campaign was handled and delivered, H&M also went a step ahead because for once, they didn’t focus on the brand, but focused on a social cause instead!
4. Always – Keep Going
Picture credits: brandingmag.com
Remember the strong impact the #LikeAGirl campaign by Always, had in the year 2014? Sticking to its theme of changing the stereotypes, it launched another campaign called #KeepGoing in the year 2017. Designed to tell women that even if they fail, they can and should push through, without fear of any kind, Always has always ensured that it has a positive impact on women everywhere.
5. Under Armour – I Will What I Want
Picture credits: Pinterest.com
Unlike the other campaigns, Under Armour went a step further with its I Will What I Want campaign. Not only did it work toward bringing down the gender stereotype, it also worked at celebrating women who became successful through all adversities. Encouraging them to do what they want, this campaign received a positive reaction the moment it hit the social media platforms.
6. Dove – Real Beauty
Picture credits: dove.com
Despite the reduction in the way women are perceived, there is still a huge expectation from society as to how women are expected to look . Because of the extremely unrealistic expectations placed on women, there is a lot of effort women have to make in order to look the way they should. In order to break down exactly this kind of bias, Dove started the Real Beauty message, in the year 2013. By showing two sides of how women like to draw themselves, one was created by the person themself and the other one was created by a forensic artist trained to draw images . Through this campaign, Dove sent a message to women everywhere saying they didn’t have to look a particular way just because society expected it from them. They could dress the way they want, look the way they like and be who they are because there is nothing more beautiful than bringing your inner beauty to the surface.
7. Microsoft – Make What’s Next
Picture credits: Microsoft.com
Another brilliant campaign from Microsoft, Make What’s Next was aimed at letting women know they don’t have to ask permission from men to do what they want. Following up on the #GirlsDoScience campaign, this video was also aimed at showing how it is completely okay for women to study things like maths, science, engineering and technology. While Microsoft’s previous campaign had done really well, it was #MakeWhatsNext which really hit the roof of success!
For years, we have been trying to break down the many, many stereotypes and the many biases present between men and women. While there is quite a long way to go, these marketing campaigns have shown, if you try hard enough, you can achieve anything you want! If you think we missed any other campaigns like these, comment and let us know!
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