Female-Oriented Brands: Success Stories and Lessons
During Women’s Month, we express respect and appreciation for women’s leadership and the outstanding achievements they’ve showcased in society. Some female-oriented brands have designed promotions and campaigns to showcase their inspirational initiative and strength. Some brands have missed the mark and serve as a lesson in what not to do. In this blog post, we will feature female-oriented brands that are undoubtedly winners as well as digital marketing fails, proving why understanding and connecting with women, and your audience in general, is so crucial to businesses.
Notable Female-Oriented Brands
- Nike’s “Dream Crazier” Initiative
Nike, a female-oriented brand, posted the “Dream Crazier” ad. Narrated by Serena Williams, the ad honours athletes who have shattered barriers and defied biases. This advertisement resonated with viewers by highlighting the idea that having dreams and pushing boundaries is not just permissible but actually encouraged. Its success stems from its powerful portrayal and emotional impact setting it apart as an instance of effective digital marketing aimed at women.
Serena Williams for Nike / Source: Wieden Kennedy
- Dove’s “Real Beauty” Movement
Dove has played a major role in revolutionising beauty marketing. Their “Real Beauty” campaign is one example of what they do – it challenges the existing standards of beauty in society and it brings different women’s body shapes, sizes, and cultural differences into the same room. Diversity is crucial for any campaign and Dove, a proven female-oriented brand, understands this.
Dove ‘Real Beauty’ Campaign / Source: AdWeek
Digital Marketing Mishaps: Valuable Lessons
- Bic’s “Think Like a Man” Pen Campaign
Bic faced criticism for marketing pens aimed at women with a campaign that was seen as patronising and propagating gender stereotypes.
Bic’s “Think Like a Man” Pen Campaign / Source: The Guardian
2. Audi’s Advert Comparing a Woman to a Car
In 2017, Audi made the decision to liken purchasing a car to finding a spouse. This served to further the notion that women are property, that men have the right to “buy” any one of us they think deserving, and that women’s dignity and self-worth are entirely based on outward beauty. The advertisement, which debuted in China, shows a bride’s mother-in-law objectifying and abusing her on her wedding day. The final line of the commercial has a man’s voice saying, “An important decision must be made carefully,” while a red Audi travels down a road. Since then, Audi has faced harsh criticism for the advertisement, which has been called a “disgusting” instance of misogyny. There have been calls for a boycott of the company.
Brands that invest in knowing their intended audience, like the above-mentioned female-oriented brands, are able to develop messages that resonate, thereby nurturing loyalty. On the other hand, those who ignore this danger, risk damaging their brand reputation. Understanding your audience’s values, preferences, and issues is critical for creating relevant marketing communications.
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Wrap up
Women’s Month is an opportunity to reflect on achievements and lessons in female-focused marketing. By celebrating successful initiatives and learning from female-oriented brands and marketing mishaps, brands can forge stronger connections with their female audience and champion empowerment. Grasping your audience’s preferences, like the audience of a female-oriented brand, and crafting messages, like Nike and Dove did, are fundamental to effective digital marketing strategies.
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