Every March we acknowledge Women’s History Month—a month devoted to acknowledging and celebrating the challenges ladies have confronted and, regardless of these challenges, the achievements they’ve been in a position to accomplish. According to the National Women’s History Alliance, the theme this 12 months for Women’s History Month is “Celebrating Women Who Tell Our Stories.”
Because the theme focuses on uplifting ladies who can converse for the unvoiced, this month, manufacturers ought to try to place an emphasis on highlighting particular ladies who belong to underrepresented teams or minorities. This month, particularly with this theme, is all about sharing views and experiences to assist deepen understanding and acceptance.
During Women’s History Month we regularly see manufacturers try to embody these objectives via their advertising and marketing communications. Some succeed, others could fall brief, however right this moment, we’re specializing in the optimistic. Which manufacturers, as of late, have gotten Women’s History Month advertising and marketing proper? What makes them stand out nearly as good examples? Let’s get into it.
1. M&M’s Flips the Status Quo
Spokescandy controversy apart (insert eyeroll right here), M&M’s is embracing Women’s History Month by creating model new packaging. For the primary time, the model is debuting a design that includes solely their female-identifying spokescandies: inexperienced, brown, and purple. In addition, the packaging is the other way up to characterize ladies who’re “flipping the status quo.”
Not solely are they revamping their packaging, however M&M’s additionally created a complete part of their web site devoted to “flipping the status quo.” And, to align with the theme of the month, this web page incorporates a carousel of ladies who’re making a distinction, like Ashlee Muhammed, a streetwear designer, and Ledania, a graffiti artist. They are also donating to the Geena Davis Institute on Gender in Media and the Female Founder Collective.
2. Apt2b Highlights Women Making a Difference
Apt2b, the furnishings model, despatched out an email asking subscribers to appoint a lady who evokes them. There are just a few noteworthy parts of this marketing campaign to level out. First, the timing of the marketing campaign. Rather than ready till March, Apt2b bought forward of Women’s History Month and launched mid-February, giving the marketing campaign loads of time to run earlier than and into March.
Not solely is the timing of the marketing campaign noteworthy, however the focus of the marketing campaign is asking subscribers to appoint ladies who’ve been an asset to their communities and who’ve achievements they wish to acknowledge. This immediately aligns with the theme of “Celebrating Women Who Tell Our Stories.” Lastly, they’re providing a prize to one of many nominees, exhibiting their appreciation for the ladies who make a distinction.
3. Quizlet Offers Women’s History Month Study Sets
Learning and learning web site, Quizlet, additionally despatched out communications that aligned with the overarching theme of Women’s History Month. Their email places an enormous emphasis on studying with the highest module together with a CTA to ladies’s historical past research units. The email continues with a weblog put up targeted on ladies who challenged the established order.
What’s vital to name out about this email is that it intently aligns with Quizlet’s model. Their mission, because it says on their web site, is “we believe that anyone can learn anything. All it takes is a tenacious spirit, the right guidance, and the tools to see it through.” So, by providing research units about ladies’s historical past, they’re encouraging studying whereas additionally supporting the trigger.
How Can Your Brand Support Women’s History Month?
As with all months of recognition, your model shouldn’t converse up only for the sake of being a part of the dialog. It’s not sufficient anymore. Brands have the assets to make a distinction and through these months of recognition—Women’s History Month and others—manufacturers must step up and transfer the needle to create change.
When enthusiastic about advertising and marketing messaging to create throughout Women’s History Month, take into consideration what your model excels in and the way it can supply to help the trigger. In the previous, we’ve spoken lots about authenticity in advertising and marketing and aligning together with your model is a superb place to start out. M&M’s highlighted their female-identifying spokescandies, Apt2b supplied prizes of furnishings or design consultations, and Quizlet created research units to assist subscribers be taught extra about ladies’s historical past. Tying the trigger to the model helps create a extra genuine reference to prospects.
At Iterable, our Women’s Network affinity group is open and welcome to all Iterators. It’s a neighborhood the place we are able to share our experiences, uplift one another, and provoke change at Iterable to proceed to help underrepresented teams.