Thursday, March 09, 2017

International Women's Day (a.k.a. International Brands' Day)

International Women's Day happens every year on March 8.  It's a day to commemorate and celebrate the movement for women's rights.  Fun fact, per Wikipedia: the earliest Women's Day observance was held on February 28, 1909 in New York, and was organized by the Socialist Party of America.

This year International Women's Day felt bigger, more important than in years' past. Things are dicey and divided in America and women took the opportunity to trumpet their worth and the worth of their female friends and family on social media.  My social feeds were flooded.  I don't remember that last year, or any year before.  

Brands also stepped in where the government won't, and showed their support for women, their admiration, their commitment to gender equality.  This is of course a smart, deliberate way for a brand to drive quick WOM, brand affinity, and loyalty with women. 

Three high-visibility moves from brands this year:

1. Girl vs. Bull
State Street Global Advisors commissioned "The Fearless Girl" to face down Wall Street's "Charging Bull" in the financial district.

2. Jack Daniels x Equal Pours
This was a lightweight piece of content on social that drove a bunch of organic engagement.  It was a simple nod, a way to get into the conversation in an ownable way without feeling forced.

3. DDB...&R
This was an easy way to jump into the dialogue in a way that felt big, but didn't actually require much lift from DDB.  DDB added the name of the agency's first female copy chief, Phyllis Robinson, just for the day.  

DDB celebrates International Women's Day 2017.

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