[et_pb_section bb_built=”1″ admin_label=”Top skinny IC Logo Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#cc4315″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_css_main_element=”@media only screen and (min-width: 1350px)||.page-id-25059 .et_pb_section_0, .page-id-25059 .et_pb_section_0 .et_pb_row_0 {||padding: 0 !important;||}” custom_padding=”0px||0px|” custom_padding_tablet=”0px||0px|” next_background_color=”#ffffff” global_module=”26126″][et_pb_row global_parent=”26126″ make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”on” allow_player_pause=”off” parallax=”on” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” padding_top_1=”0px” padding_right_1=”0px” padding_bottom_1=”0px” padding_left_1=”0px” column_padding_mobile=”on” custom_padding=”0px|0px|0px|0px” custom_margin=”0px||0px|” custom_css_main_element=”@media only screen and (min-width: 1350px)||.page-id-25059 .et_pb_section_0, .page-id-25059 .et_pb_section_0 .et_pb_row_0 {||padding: 0 !important;||}” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_image admin_label=”IC logo Image” global_parent=”26126″ src=”https://iriscontent.com/wp-content/uploads/2016/07/IC-logo-horizontal-framed-e1468862028685.jpg” alt=”Iris Content logo” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”0px|0px|0px|0px” custom_css_main_element=”@media only screen and (min-width: 1350px)||.page-id-25059 .et_pb_section_0, .page-id-25059 .et_pb_section_0 .et_pb_row_0 {||padding: 0 !important;||}” url=”https://iriscontent.com” animation_style=”none” animation_duration=”1000ms” animation_intensity_slide=”50%” show_bottom_space=”on” /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ admin_label=”section” background_image=”https://iriscontent.com/wp-content/uploads/2018/03/bigstock-White-Flower-Bokeh-Concept-176447248.jpg” transparent_background=”off” background_color=”#ffffff” parallax_method=”off” padding_mobile=”off” prev_background_color=”#cc4315″ next_background_color=”FDF3E7″ _builder_version=”3.0.101″][et_pb_row admin_label=”row” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_3″][/et_pb_column][et_pb_column type=”2_3″][et_pb_divider color=”#ffffff” show_divider=”off” height=”200″ divider_style=”solid” divider_position=”top” hide_on_mobile=”on” disabled_on=”on|on|off” /][et_pb_text admin_label=”Blog Post Title Text” background_layout=”light” max_width=”620px” text_font=”Artifika||||||||” text_font_size=”72″ text_text_color=”#cc3908″ use_border_color=”off” custom_margin=”0px||0px|” text_line_height=”1.1em” text_font_size_last_edited=”on|phone” text_font_size_tablet=”55″ _builder_version=”3.0.101″ text_font_size_phone=”58″]
Ladies Do It Best: Female-Inspired Content Marketing That Makes a Difference
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Also known as United Nations Day for Women’s Rights and International Peace, March 8 is an important milestone in the struggle for equality between the genders. If you have a special lady in your life – a mom, wife, sister, daughter or a close friend – congratulations! Today is the day to show her just how special she is.
To celebrate International Women’s Day, we’ve decided to highlight some spectacular content marketing campaigns that put emphasis on women and female issues. Let’s get started!
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Always #LikeAGirl
What could be more empowering than taking a derogatory term and turning it around? This is precisely what Always has managed to accomplish with the #LikeAGirl campaign. When you hear the term “like a girl,” you probably think of something like “you throw like a girl.” The phrase has long been used to indicate weakness and the lack of competence, especially when it comes to physical abilities.
Confidence is one of the key brand characteristics. This characteristic is in the very heart of the #LikeAGirl campaign. The aim of the campaign is to break stereotypes, empower women and change the conversation when it comes to gendering physical abilities. The campaign was created by Leo Burnett and it won a number of prestigious awards. Today, the campaign’s YouTube video has been viewed more than 60 million times.
In August 2017, the campaign came back with an even more important message. The second #LikeAGirl focused on the crippling fear of failure that so many women combat. #LikeAGirl – Keep Going features many teen girls who are facing their specific fears.
Neutrogena See What’s Possible
The campaign was launched in 2016. See What’s Possible shows women that their aspirations are achievable, even if the respective field is male-dominated.
Neutrogena partnered up with Girls Inc. on the execution of the campaign to help young women develop the skills required to reach their goals. Jennifer Garner, Kerry Washington and other famous women also became involved in the joint campaign. The aim of each video was to share inspirational stories and advice with a next generation of women.
Apart from the celebrities, the campaign also featured partnerships with beauty gurus and vloggers who shared similar empowering messages via their channels to inspire the respective female audience.
This is the first campaign by Neutrogena that has an empowering message without being product-focused.
CoverGirl #GirlsCan
The #GirlsCan campaign is a powerhouse of celebrities sharing the powerful message that girls can.
The partnership between CoverGirl and journalist Soledad O’Brien features some of today’s most successful women – Ellen DeGeneres, Katy Perry, Pink, Queen Latifah and many other. Apart from the YouTube messages, the campaign also took the conversation on other social media like Facebook and Instagram.
#GirlsCan aims to shed some light on the biggest challenges women face today – stereotypes, clichés and gender roles that keep them from achieving in areas of interest. While some of the videos do have lighthearted components, #GirlsCan also sheds a lot of light on serious issues experienced by women today.
Microsoft Girls do Science
It’s a sad and well-known fact that the female presence in the STEM field is limited. This fact is the inspiration behind the Microsoft Girls do Science content campaign.
The campaign quickly gained popularity because it showcased girls talking about their love for scientific disciplines. Regardless of the fact these young ladies felt boys were mostly encouraged to seek careers in technology, they still spoke of the intense passion inside for STEM.
Girls do Science was launched on March 8, 2015. In the end of each video, the girls are given a letter from Microsoft, encouraging them to keep on moving forward in their scientific pursuits. The final tagline is also a cute nod – “we’re waiting for you, recruiting2027@microsoft.com.”
Under Armour I Will What I Want
The final entry in the list is Under Armour’s I Will What I Want campaign featuring guest-stars like Gisele Bundchen and ballerina Misty Copeland.
This global female-empowerment campaign was launched in 2014 and it celebrates the physical and mental strength that women use to cope with pressure and hardships. The campaign is 100 percent focused on inner strength rather than appearance or superficial characteristics typically attributed to women.
Because of its artistic value and empowering message, I Will What I Want won a Cyber Grand Prix from the Cannes Lions International Festival. The reason why the campaign was awarded for tech innovation was real social media comments appearing in the video itself, while Gisele Bundchen was featuring pounding a punching bag. The experience is unique each time because of the real time component made available via social commenting and its incorporation in the campaign.
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Annie has over 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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