Experiential Marketing and Story telling for the Millennial Woman
Empowerment movements are nothing new under the sun. What used to be relatable and associated only with “feminist’s and political campaigns,” is now femme culture that is quickly becoming more of a wholistic lifestyle and attitude. With hashtags and campaigns like #futureisfemale, #girlpower, and #timesup, the female voice is louder than ever, and the urge to close the gap to inequality is at the forefront of societal matters. Women are rising in their power, rising in truth, and losing patience for anything less than their God given rights.
Women have the right to be empowered and feminine at the same time.
Brands that target women’s philosophies and values are gaining momentum by immersing in feminine empowerment lifestyle via inspirational videos and ads, brand activations, creating #girlpower communities, and events across the country. Brands like Lola, Dove, Reformation, Honest Beauty, and Outdoor Voices, have built successful campaigns engaging with women by using story-telling and creating experiences, which keep women sharing long after the brand activation.
The answer to the question all brands and marketers want to know is, does this kind of advertising actually increase brand recognition and sales? According to lifestyle blog She Knows, it does. She Knows surveyed 628 women about the “fem-vertising”, campaigns targeting women, and 52% of respondents said they had bought from female driven brands and follow them on social media because they liked the messaging and the way the company portrayed women in the ads. 56% of those surveyed were millennial females. When SheKnows asked which brands women think are on target with femme empowerment messaging, the top ten included: Nike, Hanes, Olay, Dove, Always, Pantene, Playtex, Covergirl, Underarmour, and Sears.
However, how do brands avoid the pitfalls of femvertising? According to Max Lenderman, “femvertising” and/or “social good” campaigns, can sometimes cause more harm than good. Here are a few key points to keep in mind before activating:
1. Make sure your campaign is aligned with your brand’s goals and culture. Microsoft’s “Girls Do Science (http://blogs.microsoft.com/blog/2015/03/13/microsoft-cheers-on-girls-who-like-science-and-the-women-they-grow-up-to-be-weekend-reading-march-13th-edition/) ” campaign comes across as aligned with the brands goals and culture.
2. Must be well-intentioned and persuade people that you come from a place of good rather than capitalism.
3. Make sure your tone is consistent with your brand character. If you are going to speak of being brave in your messaging, then make sure your brand’s values are consistent with ‘bravery”. For example, Brazil’s Cerveja Feminista beer (http://www.eater.com/2015/3/25/8291925/new-feminist-beer-challenges-sexism-beer-industry) is bringing awareness of viewing women as objects in traditional beer and advertising by launching a non-sexist beer culture.
4. Make sure your pop-up’s branding/design is aligned with your message and brand culture. Aesthetics and design elements are key components to attracting the female target. Make sure you are inspiring and engaging all 6 senses including emotion and wonder. Women may be equal to male counterparts, but continue to embrace their feminine side. They are forever attracted to style, color, and beauty. #persuepretty #wowfactor #swagbags 5. Make sure brand ambassadors are fully trained and carefully selected to connect with your target consumers, have a distinct familiarity with the brand, and understand the activation’s ultimate large-scale purpose.
Ask us how we can inspire your female target by creating an instagrammable-femme pop-up for your brand.