Marketing campaigns aimed at women are becoming less reliant on tired stereotypes and increasingly eschewing traditional gender roles. This presentation includes examples that demonstrate how brands are empowering women today.

1. THE WORLD OF
WOMEN’S MARKETING

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CONTENT
»Women In The Numbers
»Evolution of Women’s Marketing
»The Growing Popularity of “Women’s Empowerment” in Marketing
»Conclusion
“Female empowerment in ads is a way to create a richer brand that has more meaning, relevance and is reaching people in a more emotional way."
Kevin Keller, Marketing Professor at Dartmouth's Tuck School of Business

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WOMEN IN NUMBERS
IN THE US

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ECONOMY
SALARY INCREASE FROM 1974 TO 2013
CONSUMER PURCHASES MADE BY WOMEN
85%
PERSONAL WEALTH HELD BY WOMEN
MEN
WOMEN
Over the next decade, women will control two thirds of consumer wealth

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EDUCATION & EMPLOYMENT
UNDERGRADUATES WHO ARE WOMEN
WOMEN
MEN
MANAGERS WHO ARE WOMEN
UMEPLOYMENT RATE

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DIGITAL USAGE
ONLINE HABITS BY THE NUBMER
AVERAGE NUMBER OF CONTACTS IN EMAIL OR MOBILE

7. THE EVOLUTION OF
WOMEN’S MARKETING

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NEGATIVE PORTRAYALS ARE POLARIZING
of exposure to ads featuring underweight models can change perceptions of attractiveness for the worse in women
of 18-to 24-year-old women retouch their own photos before posting them to social media sites
of women believe portraying females as sex symbols in advertising is harmful
of young women are dissatisfied with their looks, up from 26% just two years earlier

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“Marketing campaigns aimed at women are becoming less reliant on tired stereotypes and increasingly eschewing traditional gender roles.”
Kath Hipwell, Head of Content Strategy, Red Bee Media

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FEM-VERTISING MOVEMENT
Fem-ver-tis-ing
(n.) advertising that employs pro-female talent, messages and imagery to empower women and girls

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FEM-VERTISING HAS STRONG, POSITIVE IMPACT ON BRAND REPUTATION
are aware of at least one pro-female ad campaign.
have shared a commercial or print advertisement with a pro-female message.
like them because they help break down gender- equality barriers.
think any brand can enter the pro-female ad space.

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FEM-VERTISING SELLS
of women have bought a product because they liked how the ad for it portrayed women.
Marketing campaigns that empower women and girls rather than perpetuating stereotypes are proving to be hits with consumers and highly effective at generating sales.
Nike saw a 18% increase in quarterly revenue largely due to efforts to cater to women.
Dove sales jumped to $4 billion from $2.5 billion when its Campaign for Real Beauty initially launched.
Sales for Getty Images’ Lean In Collection grew 54% from February to June 2014.

14. THE GROWING POPULARITY OF
WOMEN’S EMPOWERMENT

15. “Ads that empower women are boosting sales and changing the industry.”

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Messages of self-confidence, inner beauty, gender equity and unapologetic ambition have proven to be viral hits for these brands:

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MERCY ACADEMY
»BACKGROUND
oMercy Academy is an all-girls Catholic high school in Kentucky.
»STRATEGY
oIn a deeply feminist and inspiring ad, the school advises young women that life isn’t about finding a prince.
»TAGLINE
o"You're not a princess" and "Life's Not a Fairytale"
»AWARD
oAdweek’s 2013 Most Inspiring Ad Campaign for Women

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ALWAYS
»BACKGROUND
oInstead of using the psychology of behavioural economics in a covert manner to persuade consumers to buy, Always taught young girls something about themselves and the world around them.
oFor the past 30 years, Always has been empowering girls globally.
»STRATEGY
oKicked off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and make a start by showing them that doing it #LikeAGirl is an awesome thing.
»TAGLINE
o“Rewrite the Rules"

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ALWAYS #LIKEAGIRL

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PANTENE
»BACKGROUND
oAs women, we weaken our own strength (in ways men never do) at work, at home, during moments in between. Sorry is more than just one, little, reflex word.
oIt is typically the half of humanity with the glossiest locks who tend to apologize more than their balding or beardy counterparts.
»STRATEGY
oPantene aims at empowering women everywhere. Because when you're strong on the inside, you shine on the outside. And that's a beautiful thing.
»TAGLINE
o“Be Strong And Shine"

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PANTENE “LABELS AGAINST WOMEN”

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PANTENE “NOT SORRY”

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REEBOK
»BACKGROUND
oReebok’s mission is to change how people perceive and experience fitness.
oIn 2013, Reebok shifted its focus to everyday people, including women, who have made major lifestyle changes by getting off the couch and being active with others rather than hardcore athletes.
»STRATEGY
oCelebrate women who find purpose by pursuing their passions.
oExtends its core training and running focus to yoga and dance, to appeal more to women.
»TAGLINE
o“Live With Fire"

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REEBOK #LIVEWITHFIRE

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REEBOK #LIVEWITHFIRE

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NIKE
»BACKGROUND
oNike expects its women's footwear and apparel sales to grow 40% over the next two years, from $5B to $7B.
oNike sponsors 27 of the world’s top female athletes, including Olympians Allyson Felix, Sanya Richards-Ross and Adelina Sotnikova; recently retired tennis player Li Na; and WNBA Shock G Skylar Diggins.
oIt continues to inspire women to push boundaries and reach new goals with #Justdoit.
»STRATEGY
oThe Nike+ Training Club is re-engineered for women committed to evolving their goals and redefining their limits.
»TAGLINE
o“Just do it."

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NIKE TRAINING CLUB

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NIKE WOMEN

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DOVE
»BACKGROUND
oThe Campaign For Real Beauty is one of modern marketing's most talked-about success stories.
oIt was conceived in 2004 after market research indicated that only 2% of women consider themselves beautiful.
oThe campaign's mission is "to create a world where beauty is a source of confidence and not anxiety.”
»STRATEGY
oTo widen the definition of beauty and improve the self-esteem of women and girls all over the world.
oFocused not on a product, but on a way to make women and girls across the globe feel more beautiful and confident.
»TAGLINE
o“You are more beautiful than you think."

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DOVE “EVOLUTION” (2006)

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DOVE “BEAUTY PATCH” (2014)

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UNDER ARMOUR
»BACKGROUND
oMost consumers associate Under Armour with the tight-fitting shirts that wick away football players’ sweat.
oUnder Armour wants to rebrand itself as gear that can empower female athletes, whether they’re playing soccer or taking a Pilates class.
»STRATEGY
oShow athletic women, and the broader public, that both inner and outer strength is something that should be celebrated.
»TAGLINE
o“I Will What I Want"

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UNDER ARMOUR “MISTY COPELAND”

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COVER GIRL
»BACKGROUND
oCover Girl celebrates strong, inspiring women who don’t let anyone or anything stand in their way.
oIts family of feisty, fabulous COVERGIRLs (Queen Latifah, Ellen DeGeneres, P!nk, Sofia Vergara, Becky G, Katy Perry and Janelle Monáe) all embody this spirit, as each of them have broken boundaries in their own lives and careers.
»STRATEGY
o#GirlsCan is a movement to motivate women to kick "can’t" to the curb – for good, empowering them to be the next generation to rock the world.
oFor every barrier she breaks, the world gets a little more easy breezy for the next girl.
»TAGLINE
o“Girls Can"

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COVER GIRL #GIRLSCAN

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GLODIE BLOX
»BACKGROUND
oGoldieBlox, the two-year-old toy company wants to inspire girls to embrace science and technology (and their own creativity) and thinks it’s time for a change.
oThe hyper reality of GoldieBlox may seem a harsh attack on toy brands but it certainly aims to send the message of gender stereotypes involving young girls loud and clear.
»STRATEGY
oEncourages young girls to disrupt the stereotyped portrayal of girls and women.
oProjects images of girl power and let girls know that they are strong and capable.
»TAGLINE
o“Disrupting the pink aisle with toys for future engineers"

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RUBE GOLDBERG "PRINCESS MACHINE"

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GOLDIEBLOX VS. BIG SISTER MACHINE

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VERIZON
»BACKGROUND
oVerizon’s goal is to encourage children to become interested in science, technology, engineering and math (STEM) through the Verizon Foundation.
oResearch has shown that there's a significant drop-off in women interested in these fields between childhood and adulthood.
oThe campaign hopes to make people think twice about how they interact with young girls. How we treat children—particularly young girls— impacts the choices they make.
»STRATEGY
oShow testimonials from real women who are open and honest about their own struggles with what it means to be a woman and how they were motivated to pursue their dreams.
»TAGLINE
o“Inspire Her Mind"

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VERIZON #INSPIREHERMIND

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BAILEYS
»BACKGROUND
oBaileys wants to ignite the true essence of the brand by celebrating the brilliant spirit of women.
oIt recognizes that women can be strong and feminine, beautiful and witty.
oThe brand hope to invite around the world to raise a toast with Baileys.
»STRATEGY
oShine a light on the insight that women bring out the brilliance in each other.
oExpress that particular magic women feel when they are with their best girlfriends.
»TAGLINE
o“Here’s To Us"

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BAILEYS “HERE’S TO US”

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GETTY IMAGES
»BACKGROUND
oThe quickest ways to make people think differently about something is to change the visuals around it.
oStock photos of women are not only important to how women are perceived in society, but they're also widely used. "Woman" is the most commonly searched term on Getty.
oGetty is partnering with LeanIn.org to change women’s portrayal in stock photos by offering a special collection of images that represent women and families in more empowering ways.
»STRATEGY
oThe new stock photo gallery called the "Lean In Collection" has 2,500 images that offer more positive and powerful portrayals of women.
»TAGLINE
o“Lean In"

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GETTY IMAGES “LEAN IN”

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KEDS
»BACKGROUND
oKeds, the almost century-old brand of canvas sneakers had been lost in the marketplace for a while but is re- positioning itself as a brand for the teen girl.
oToday, Keds® is a head-to-toe fashion lifestyle brand fueled by a passion for imagination, inspiring a new generation of girls to stay authentic, optimistic and brave.
»STRATEGY
oCommitted to inspiring bravery and encouraging girls to achieve their dreams, Keds launched The Brave Life Project™, a program dedicated to providing resources and grants to fund girls' aspirations.
oTaylor Swift is the centerpiece of the campaign.
»TAGLINE
o“Be Brave"

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KEDS #SOBRAVE

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GUCCI
»BACKGROUND
oGucci founds a new global campaign for girls’ and women’s empowerment at TED2013, led by Frida Giannini, Beyoncé and Salma Hayek Pinault.
oThe objective of Chime for Change is to raise funds and awareness in support of projects for girls and women around the world including education, health and justice.
»STRATEGY
oUtilize global concerts, documentary films and technology-driven solutions to highlight powerful stories of inspiring girls and women everywhere who want to see change.
»TAGLINE
o“I Chime For Change"

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GUCCI “CHIME FOR CHANGE”

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CONCLUSION
“If we do a better job of marketing to women, and in particular adopt marketing tactics that are seen as female friendly, then marketing practice will improve overall.”
Jenny Darroch, Marketing Strategy Expert, Drucker School of Management