Written by: Bailey Ludt, Intern
March 1, 2019, marked the first day of Women’s History Month in the United States. In celebration, we’re going to take a look at some of the most memorable ad campaigns involving female representation—including Nike’s “Dream Crazier” campaign and Procter & Gamble’s “Thank You Mom” campaign. Through these successful marketing campaigns, each company has successfully demonstrated diversity among female representation.
Nike, a recognizable household name, developed an outstanding ad campaign to celebrate the 30th anniversary of their iconic “Just Do It” campaign, called “Dream Crazier.” The campaign was narrated by the one and only Serena Williams—an icon of female representation in the sports industry due to her 23 Grand Slam titles. This campaign premiered on television during the Oscars and featured a wide range of female athletes including gymnast Simone Biles, fencer Ibtihaj Muhammad, snowboarder Chloe Kim, and members of the United States Women’s National Soccer Team. The diversity between each and every one of these women shows not only their own personal successes but also the ways in which women have made history in those different sporting events.
The second ad campaign we’re focusing on that demonstrates diversity and female representation is the “Thank You Mom” campaign developed by Procter & Gamble. This campaign was released for the Rio Olympics back in 2016 and featured successful female athletes sharing special moments with their mothers, thanking them for raising them the way that they did, making the sacrifices they made to get them to where they are today, and giving them the encouragement and faith they needed in the moments they felt like they weren’t good enough.
In this campaign, Procter & Gamble demonstrated an advertising technique known as storytelling and through this technique, they were able to build a strong brand rooted in consumer connection with their audience. By giving the mothers of the athletes the recognition they deserve, Procter & Gamble encouraged their audience to turn around and give similar them recognition. In the end, the company’s familiarity expanded by 22 percent, they gained 33.6 billion earned media mentions, and also landed the most successful ad campaign in their company history with 200 million dollars in incremental sales in the United States.
Female representation has the potential to impact the marketing industry in ways that we can only begin to imagine and the two companies above did a superb job in demonstrating that. Consumers want to build a relationship with brands where they can gain trust and loyalty. Consumers remember the companies, brands, and advertisements that stand out from competitors. When working in any industry, but especially marketing, diversity is a necessity. Think about this: equality of opportunity is a fundamental human right and along with that fundamental right, diversity is simply the application of equality.
Nike campaign info: