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THE WORLD OF
WOMEN’S MARKETING
2
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
3
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
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.
THE GROWING POPULARITY OF
WOMEN’S EMPOWERMENT
“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
o Mercy Academy is an all-girls Catholic
high school in Kentucky.
» STRATEGY
o In 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
o Adweek’s 2013 Most Inspiring Ad
Campaign for Women
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ALWAYS
» BACKGROUND
o Instead 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.
o For the past 30 years, Always has been empowering girls globally.
» STRATEGY
o Kicked 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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PANTENE
» BACKGROUND
o As 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.
o It is typically the half of humanity with the glossiest locks who tend to
apologize more than their balding or beardy counterparts.
» STRATEGY
o Pantene 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
o Reebok’s mission is to change how people perceive and experience fitness.
o In 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
o Celebrate women who find purpose by pursuing their passions.
o Extends 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
o Nike expects its women's footwear and apparel sales to grow 40% over the next two years, from $5B to $7B.
o Nike 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.
o It continues to inspire women to push boundaries and reach new goals with #Justdoit.
» STRATEGY
o The 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 o The Campaign For Real Beauty is
one of modern marketing's most talked-about success stories.
o It was conceived in 2004 after market research indicated that only 2% of women consider themselves beautiful.
o The campaign's mission is "to create a world where beauty is a source of confidence and not anxiety.”
» STRATEGY o To widen the definition of beauty and
improve the self-esteem of women and girls all over the world.
o Focused 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
o Most consumers associate Under
Armour with the tight-fitting shirts that
wick away football players’ sweat.
o Under Armour wants to rebrand itself as
gear that can empower female athletes,
whether they’re playing soccer or taking
a Pilates class.
» STRATEGY
o Show 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 o Cover Girl celebrates strong, inspiring
women who don’t let anyone or anything stand in their way.
o Its 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.
o For 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 o GoldieBlox, 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.
o The 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 o Encourages young girls to disrupt the
stereotyped portrayal of girls and women.
o Projects 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
o Verizon’s goal is to encourage children to become interested in science, technology, engineering and math (STEM) through the Verizon Foundation.
o Research has shown that there's a significant drop-off in women interested in these fields between childhood and adulthood.
o The 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
o Show 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
o Baileys wants to ignite the true essence of
the brand by celebrating the brilliant spirit
of women.
o It recognizes that women can be strong
and feminine, beautiful and witty.
o The brand hope to invite around the world
to raise a toast with Baileys.
» STRATEGY
o Shine a light on the insight that women
bring out the brilliance in each other.
o Express 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
o The quickest ways to make people think differently about something is to
change the visuals around it.
o Stock 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.
o Getty 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
o The 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
o Keds, 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.
o Today, 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
o Committed 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.
o Taylor Swift is the centerpiece of the campaign.
» TAGLINE
o “Be Brave"
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KEDS #SOBRAVE
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GUCCI
» BACKGROUND
o Gucci founds a new global campaign for girls’ and women’s empowerment at TED2013, led by Frida Giannini, Beyoncé and Salma Hayek Pinault.
o The 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
o Utilize 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
49
