Fearless Girl|短视频|广告营销案例【ADGuider广告指南】

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无畏的女孩

案例简介：概要这里有一个简单的事实: 年复一年，女性在公司领导职位上的人数仍然不成比例地低。还有一个: MSCI Global 的研究显示，担任领导职务的女性比例较高的公司表现优于不担任领导职务的公司。其含义是显而易见的: 女性在企业领导职位上对企业有好处。这不仅仅是关于性别平等; 这是关于底线的。为了让投资者利用这一事实，道富环球顾问公司开发了 “她” -- 第一个由女性担任领导职务比例最高的公司组成的 ETF。为了纪念国际妇女节，我们想传达一个大胆的信息，以引起人们的注意，并引发关于女性在领导岗位上有多重要的对话。我们想改变公司领导的进程，不是温和的推动，而是强大的推动。我们做到了。和一个无畏的女孩在一起。活动描述在国际妇女节前夕，我们向美国企业的象征 -- 华尔街的充电公牛 -- 提出了一个新的权力象征: 一个年轻女孩的青铜雕像, 恰当地命名为 “无畏的女孩”。 “无畏的女孩旨在代表女性今天和明天的力量。双手放在臀部，下巴很高，她站在一个商界和世界都无法忽视的地方。除了雕像，我们还创造了 # 无畏的女孩，作为全球女性的社会集会口号。通过这次社交媒体活动，我们为无畏的女孩创造了一个机会，让她不仅仅是一个雕像，而是一个超越她在华尔街地位的统一信息。执行在设计无畏的女孩时，我们想确保，尽管她身材高大，但她的存在产生了与冲锋公牛相同的力量。为此，我们引用了公牛简单但引人注目的美感，并使用了相同的青铜材料和包浆。在设计她的姿势时，每一个细节都是为了表达无畏: 从下巴的倾斜到她淡淡的微笑。我们希望无畏的女孩不仅仅是一座雕像，而是世界各地女性的赋权象征。我们开始设计一个妇女和女孩可以效仿的立场，给她们灌输一种力量的感觉。当你对着无畏女孩的位置，双手放在臀部和下巴上，你不禁立刻感到有点勇敢，有点无畏。结果前 12 小时内超过 10亿个推特印象; 5 周内 33亿个推特印象; 6 周内 4.05亿个 Instagram 印象。SSGA 的 SHE 基金在《无畏的女孩》发行后的头三天平均每日交易量增长 384%。SSGA 的语音份额增长了 379% (3/7-3/31; 来源: Radian6)。在六天内，全球最大的资产管理公司贝莱德 (BlackRock) 加入了 SSGA 关于企业董事会更大多元化的呼吁。无畏的女孩到达 128 个国家。要求无畏女孩的在线请愿仍然有效，获得了 40,000 多个签名，导致纽约市长比尔 · 白思豪承认她是城市公共艺术，让她至少度过了 2018。无畏的女孩激励国会女议员卡罗琳 · 马洛尼在《企业领导法案》中重新引入她的性别多样性。无畏的女孩现在是纽约献给女性的 6 尊雕像中的一尊。战略 SSGA 想发表声明: 他们已经证明，拥有强大女性领导力的公司比男性领导的公司表现更好。推出 SHE 基金是该品牌的一个有力举措，但它只对金融内部人士进行了对话。为了获得更广泛的认识，策略很简单: 选择合适的时机 (特朗普时代第一个国际妇女节的前夕), 正确的地方 (华尔街的充电公牛对面)，正确的身材 (一个骄傲的挑衅和熟练雕刻的青铜女孩)。这个策略是关于环境的 -- 文化和身体。

无畏的女孩

案例简介：Synopsis Here’s a simple fact: Year after year, the number of women in corporate leadership positions continues to be disproportionately low.Here’s another: Research from MSCI Global reveals that companies with higher percentages of women in leadership roles outperform those that don’t.The implications are obvious: women in corporate leadership positions are good for business. This isn’t simply about gender equality; this is about the bottom line. To allow investors to leverage this fact, State Street Global Advisors developed “SHE” – the first ETF comprised of corporations with the highest percentages of women in leadership positions.To commemorate International Women’s Day, we wanted to craft a bold message to draw attention to, and ignite conversation about, just how essential women in leadership positions are. We wanted to alter the course of corporate leadership, not with a gentle nudge but with a formidable push. And we did. With one Fearless Girl. CampaignDescription On the eve of International Women’s Day, we challenged the symbol of corporate America— Wall Street's Charging Bull—with a new symbol of power: a bronze statue of a young girl, appropriately named “Fearless Girl.” Fearless Girl was designed to represent the power of women today and tomorrow. Hands on hips, chin high, she stands strong in a place the business community—and the world—couldn't ignore.Along with the statue, we created #FearlessGirl as a social rallying cry for women across the globe. With this social media campaign, we created the opportunity for Fearless Girl to be more than a single statue, but a unifying message that transcended her place on Wall Street. Execution In designing Fearless Girl, we wanted to ensure that, despite her size, her presence yielded the same power as the Charging Bull. To do this, we referenced the simple, yet striking aesthetic of the bull and used the same bronze material and patina. In designing her pose, every detail was crafted to express fearlessness: from the tilt of her chin to her slight smile. We wanted Fearless Girl to be more than a statue, but an empowering symbol for women everywhere. We set out to design a stance women and girls could emulate that would instill in them a feeling of strength. When you mirror the position of Fearless Girl, hands on your hips and chin held high, you can’t help but instantly feel a little braver, a little more fearless. Outcome Over 1 billion Twitter impressions within the first 12 hours; 3.3 billion Twitter impressions in 5 weeks; 405 million Instagram impressions in 6 weeks. SSGA’s SHE Fund saw a 384% increase in its average daily trading volume in the first 3 days following the Fearless Girl launch. SSGA’s share of voice jumped 379% (3/7 - 3/31; source: Radian6). In six days, BlackRock, the world’s largest asset manager, joined SSGA’s call for greater diversity on corporate boards. Fearless Girl reached 128 countries. Online petitions demanding Fearless Girl remain in place garnered over 40,000 signatures, leading NYC Mayor Bill de Blasio to admit her as city public art, letting her stay through at least 2018. Fearless Girl inspired Congresswoman Carolyn Maloney to re-introduce her Gender Diversity in Corporate Leadership Act. Fearless Girl is now 1 of 6 statues in NYC dedicated to women. Strategy SSGA wanted to make a statement: they had proven that companies with strong female leadership performed better than their male-led counterparts. Launching the SHE Fund was one strong action from the brand, but it only spoke to financial insiders. To get broader awareness, the strategy was simple: choose the right moment (the eve of the first International Women’s Day of the Trump era), the right place (opposite Wall Street’s Charging Bull), and the right figure (a proudly defiant and expertly sculpted bronze girl). The strategy was all about context— cultural as well as physical.