International Women’s Day and social media campaigns

International Women’s Day is one of those special dates in the marketing calendar which, in many companies (especially in e-commerce), is worked extremely hard.

In March, brands push especially hard on wellbeing, on supporting emancipation and on raising difficult subjects concerning women. They are not doing anything wrong — everyone wants to earn, and everyone would like their company to be among those that support women and the ideas close to them.

In this article we will not focus on e-commerce campaigns, but on awareness campaigns meant to have a positive effect on how a business is seen. That matters just as much as increasing sales. But what if your industry is engineering, IT or any other field heavily dominated by men?

In many industries men make up the larger part. That does not mean women do not belong in those places. How do we approach this with our clients? Here is how you too can plan your communication for Women’s Month.

Let us start with why you should begin this kind of communication at all.

• it increases recognition of the brand as women-friendly, and it has a positive effect on how your company is perceived overall
• you want to show that roles in every industry (all the more in yours) have no gender
• you want to encourage more women to apply and to develop in this direction (campaigns like this can have all the more influence on young women starting degrees in “typically male” subjects)

You know why you want to do it. Now comes the question of “how”.

Over the past few years we have had the chance to try several approaches to this subject. We have run campaigns that lasted a whole month, and also single messages that struck a positive chord.

The growing number of women in engineering has had a positive effect on employment figures in many IT and engineering companies. Try showing how the demographic make-up of your company has changed over the years, with particular attention to gender. You can do it with an infographic, which illustrates the key data in an easy way.

Another excellent way to raise the subject of women in these industries is to create a series of interviews with them, in which we recommend asking about what drew them to industry X and who inspired them. Let them shed new light on the problems young women encounter at school or at university. It matters to make people aware that those problems exist, because awareness alone will help erase these invisible and unnecessary divisions.

At infoBrand we believe in the power of film, because film can tell beautiful stories. Beyond showing everyday tasks and challenges, you can go a little deeper and venture into something more personal. You do not have to make a film about women on the scale of YES or Dove — your company’s own material can still carry a deep message. Education and awareness have enormous power. Add your own brick to that wall.

How do we do it at infoBrand?

On 1 March we begin women’s month. We want to use our voice to tell you at length about femvertising, the pay gap and women in popular culture. You will be able to hear us on Spotify, YouTube and TikTok. LinkedIn and Instagram will be our pensieve, where we will post hard data and our own reflections.

Plan long-term work with us today. Write 👉🏻 czesc@infobrand.eu