From corporate brand short films to digital videos, social media campaigns, and standard commercials, women everywhere are charging onto the battlefield that is video. Slinging avatars and hashtags in place of molten arrows, women have been quick to embrace both sides of the lens. Here we look at some secrets of the most successful female-driven video campaigns and how you can implement them.
BIG BRANDS WHO HAVE LED SUCCESSFUL FEMALE-DRIVEN CAMPAIGNS
No matter what size of business you’re running, you can always glean a thing or two from the big girls. In a video series dubbed “Better For It,” Nike Women focused on identifying a common denominator–women’s shared experiences while working out–then using humour as a vehicle to express it.
Meant to act out the “inner thoughts” women experience while exercising and working out, the video combines hilarious segments for maximum impact. From the young woman silently lamenting the arrival of a group of attractive women to the gym (“Oh good, a bunch of models…”) to a shot of a woman struggling to weight train (“Don’t mind me over here with my baby weights and my baby arms…”), the video ends on a positive note with each woman achieving her individual goal.
Rather than portraying hard to achieve standards, Nike Women found a way to imbue their message with the reality most of us face in trying to achieve a physical goal. And in doing so they were successful at creating an opportunity for viewers to relate and respond to.
Key components: Humour, relatability, and sense of community
HASHTAGS USED IN SUCCESSFUL FEMALE-DRIVEN VIDEO CAMPAIGNS
In honour of this past International Women’s Day, Vodafone undertook an ambitious video and social media campaign. Using the hashtag #ConnectedSheCan, Vodafone expressed its own commitment to the global advancement of women by celebrating women’s achievements.
The ad portrays a number of real women from across the world struggling against the odds to achieve their goals. The vignette includes shots of a woman harvesting her own crop while another works to kick-start start her own business. It even features young women teaching themselves to read against the odds. Vodafone’s own interests come in when displaying text messages used by the women to communicate business needs or social connections.
A key component of its social media campaign was to ask viewers to share the video if they support “helping women globally by connecting them.” With almost 20 million views in the week leading up to the celebration, it was the most watched video celebrating International Women’s Day.
Key components: Used real stories, engaged with social issues affecting women, cemented a commitment to philanthropic action
NON-PROFITS WHO HAVE LED SUCCESSFUL FEMALE-DRIVEN CAMPAIGNS
Non-profits’ can often face an unnecessarily hard time when it comes to creating engaging video content. Historically seen as “unsexy” or “dull,” we have the rising global awareness of social issues and a growing collective interest in philanthropic work to thank in changing these attitudes.
Classified as a non-profit organization, The Girl Effect has a single goal: to help adolescent girls end the cycle of poverty for “themselves, their families, their communities, their countries and the world.” With over 2.1 million views on YouTube, their video ad uses simple animation and text to educate viewers on the root causes of poverty and its effects on girls. Revealed are heartbreaking statistics like when a girl turns 12 and lives in poverty, she faces the reality of being married at the age of 14. Ending with a positive message about how lifting girls out of poverty works to serve us all.
In their video, The Girl Effect made their point by deeply stirring our emotions, but also by educating us. As a result, it makes us want to share this information with others and learn more about what they’re doing to end the cycle of female adolescent poverty.
Key components: Inspirational and empowering, embraced a family-brand dynamic, leveraged their market research
WOMEN’S ADVERTISING AWARDS
The rise of brands using advertising to challenge gender norms and empower women has grown so substantially over the last few years there’s now an award for it. According to Adweek, lifestyle digital media company, SheKnows Media, ushered in the #Femvertising Awards at its BlogHer conference to celebrate “a trend in advertising around female-empowered messaging and creative. With heavy-hitter brands like Dove and Ram Trucks in attendance, winners have a chance to work with the SheKnows creative studio on a new campaign from production to creation.
ELEMENTS USED BY THE MOST SUCCESSFUL FEMALE-DRIVEN CAMPAIGNS
Below are some of the elements used by the most successful female-driven campaigns.
• Powerful storytelling with authentic emotional messages
• Not afraid to poke fun of themselves or their brand
• Maintain a consistent tone and core message
• Often use a family-brand dynamic that appeals across demographics
• Work to make product social and build a sense of community
• Identify social norms & then deconstruct them
• Honest about the challenges we face
• Open about our individual flaws
• Use a light, playful tone
• Portray a diverse audience (ethnicity, age, religion, style & body shape)
• Explore gender dynamics
• Explore and portray gender myths and stereotypes
• Focus on widely unexplored issues (e.g.: gender dynamics in the workplace)
CONNECT WITH A PROFESSIONAL
If you would like to speak about creating a successful female-driven video campaign, feel free to contact us. We are a diverse hub of creative minds who love meeting new people and challenging the norms.