In the last few years, there have been several high profile women-centric campaigns that have both achieved massive levels of reach and engagement.
From P&G’s #TouchThePickle to Ariel’s #ShareTheLoad, these campaigns managed to strike the right chord with audiences both female and male alike.
Gone are the days of the Mad Men era of advertising that featured women only in the background as moms or housewives. These campaigns (mentioned above) very carefully considered the audiences they were targeting and addressed issues with as much sensitivity and reality.
While some brands do understand this difference, some miss the train. So before getting onboard with your women-centric campaign, here are a few things you must avoid:
1. Kiss goodbye to stereotypical representations: There’s a thin line between being edgy and being degrading. So your campaign should not have any sexual or biased references as it will kill the very purpose of Women’s day. Strive for gender-balanced campaigns and contests to prevent stereotyping from being a ‘blind spot’ in your creative campaign.
2. Size ‘doesn’t’ matter: Just in a hurry of doing a campaign, don’t forget your brand filters. Plan a campaign that not only resonates well with your brand philosophy but also reflects what your brand stands for. Create a campaign that attracts the right audience and not the masses.
3. Practice what you ‘post’: Campaigns reflecting women empowerment have been front and center in many of the brand campaigns. However, before embarking on such a campaign for your brand do a little self-check. You can’t be slapstick one day and be all praises for women the other day. If you do so, the campaign can be in danger of being viewed as superficial at best, condescending at worst.
4. Be original: Most of the women-centric campaigns end up telling women what they already know: that they are strong, smart and capable of anything. Determine what substance your brand can bring to the conversation. Think and decide what works best for your brand and then determine if you can communicate an empowerment message credibly, especially over the long term.
5. And last, before going all out and about for an external campaign, take a good look internally and determine how you can communicate a message within the team. Engage and involve your first audience- women at your office- before rolling out a comprehensive female-focused campaign.