With the awakening of women's consciousness, more and more women are seeing, bravely expressing themselves, and striving to improve themselves and love themselves firmly!
From the Women's Day theme activities in recent years, we can see that more and more brands are focusing on women's growth, gender issues, and women's power when planning brand and product marketing activities. Combined with products and services, while conveying brand values, it also adds important emotional value to products and services at the emotional level, and establishes contact with consumers from multiple levels such as culture, emotion, and value identity.
Today, we will share some interesting cases of women's day marketing activities of brands in the past few years.
1. Proya [Gender is not a boundary line, prejudice is].
In February 2021, Proya and China Women's Daily launched a series of activities entitled "Gender is not a boundary line, prejudice is", using common words in life as an incision to question prejudice in the name of gender.
What's special is that Proya's perspective is interesting, it is not limited to female bias, but also includes society's prejudice against men. Break the so-called "what women should be" and "what men should be", break through the shackles of gender stereotypes, and discuss the true meaning of gender equality - before becoming a woman or a man, we should first become people.
In 2022 and 2023, it has planned and launched the theme short film "Lion Dancing Girl" and the short film "Handsome Female Male Soldier" adapted from the true story, telling the courage and stories of women, encouraging everyone to discover their own strength and gain the courage to move forward.
He also planned and produced a special documentary "The Same Sky - How We Carry Out Gender Education", standing under the same sky, calling on everyone to no longer divide individuals by gender, but to respect the beautiful characteristics of each person.
In addition, Proya joined forces with Babycare, Dresscode, Kidsland, Kuaishou, Maiaactive, Meituan Takeaway and Little Swan to participate in the theme of "Gender is Not a Boundary Line, Prejudice is Anything", and placed print advertisements in landmark buildings in six cities to present diverse images of women and men and break prejudice.
2. The seven-dimensional space is born free and does not need a black bag
The brand attitude of "Freedom Without Limits" has been well practiced on Women's Day in 2023, and this time, the "Born Comfortable Without Black Bags" event united a number of female brands, KOLs, and users to participate in the voice, aiming to support more Chinese women to be free without limits, which has aroused heated discussions and widespread attention.
From March 1st to March 2nd, the brand released a warm-up** and promotional poster on its official Weibo, which triggered a heated discussion among netizens about whether to use black bags of sanitary napkins. Among them, is black bag sanitary napkins bias or concern This topic soared to the top 1 of the real-time list, and the harvest reached 2400 million views and 310,000 discussions.
At the same time, Seven Degrees Space opened a three-day black bag space art exhibition on the CBD World Trade Center in Beijing, where giant sculptures of daily necessities broke through the shackles of black bags, expressing the view that "sanitary napkins, like all other daily necessities, do not need to be hidden", and the visual impact effect is full. At the same time, the exhibition content will be sent to major platforms, feeding back online content, and once again expanding the overall voice of the brand.
This idea of Seven Degrees Space is very good, accurately focusing on the problem of shame when women buy sanitary napkins, and loudly telling everyone: menstruation is not shameful, and sanitary napkins do not need black bags! Women are at ease with themselves. Real touching, so touching.
3. The people's big pharmacy Huahong Pharmaceutical's "spend a little effort to love yourself".
On March 8, 2023, the creative Women's Day marketing campaign launched by Lao Baimin Pharmacy and Huahong Pharmaceutical in Changsha with the theme of "Spend a little effort to love yourself" became a hot topic for a while.
On the one hand, they have created a flower wall in Guojin Street, a popular place for shopping in Changsha, to take photos and check in for free. Participate in the photo commemoration and get a free bouquet of flowers. No woman can refuse beautiful flowers, let alone an entire wall. The activities of this shopping mall quickly aroused people's enthusiastic participation and spontaneously spread on the **, becoming a hot topic for a while.
On the one hand, in the Wanjiali Road store of the people's pharmacy, flower decorations were also made to suit the occasion. There is a beautiful flower check-in point in the store, and health consultation, free health testing and other services are provided to remind female friends to pay attention to their health. This realizes the closed-loop marketing from the scene activity of "spending some time to love yourself" to the store.
On the other hand, they also chartered the entire Changsha Metro Line 6, and the "Huahua Metro" made a stunning appearance, with its flowery design, popular copywriting and romantic lottery activities, making Changsha Line 6 a new check-in train, and quickly appeared on Weibo hot search.
It is also an important tool throughout the campaign. Whether it is the flower wall check-in site in the shopping mall or the poster in the subway, you can see all kinds of ***People can scan the code to participate in the activity, scan the code to enter the mini program to buy medicines, scan the code to pay attention, etc. This helps to improve everyone's event experience, and also improves the efficiency of drainage.
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Fourth, inside and outside [no body is nobody].
Starting from 2020, Neiwai, a sports lifestyle brand of underwear and home furnishings, has launched the "No Body is Nobody" project, focusing on diversity and focusing on a series of in-depth content and topic discussions, focusing on showing Chinese women who are full of confidence and strength and dare to break the stereotype.
The 3 creative short films released by Neiwai for 3 consecutive years, "To My Body", "Micro and Foot, No Distinction Between You and Me", and "The Road of Body and Mind, See the Subtle Knowledge", convey the true voice of Asian women, affirming every beauty, every body, skin color, and age! Echoing the theme: no body is nobody, it resonated widely.
It can be said that the inside and outside are very bold.
Under the mainstream aesthetics of white and thin, hold high the banner and raise your arms and shout:
Flat-chested, there really won't be a burden!
less is more
Admit big-chested and oppose brainlessness!
gifted body, gifted mind
I'm 58 years old and I still love my body!
i've loved this body for 58 years, and still do.
After becoming a mom, I didn't lose myself!
partt-time mom, full-time me
I love my belly and people who like me love it!
i don't call it a belly, i call it extra charm
Scars, complete my lifeline!
scars are life's bruning kisses
No figure is insignificant!
no body is nobody
The internal and external calls for women to be able to recognize the unique and respect the different by facing up to their bodies. When the body is healthy and comfortable, external evaluations and standards are meaningless. The concept of "no body is nobody" has helped win the recognition of many female consumers inside and outside, and has increased the brand's favorability and popularity.
5. UKISS x Doctor Lilac: It's red makeup and arms.
On Women's Day in 2021, Ukiss and Dr. Lilac gave away 1,000 expiring lipsticks, calling on everyone to erase the egg donation advertisements around them.
In the bathrooms of universities and hospitals, there are often some small advertisements dressed in the cloak of public welfare, which are destroying women's bodies, that is, "egg donation" advertisements. There are many young women with no social experience and no knowledge of medical physiology who are easily impressed by these advertisements.
In response to this phenomenon that endangers women's health, Dr. Ding Xiang gave full play to the brand's medical knowledge advantages, with the theme of "Gambling Transactions for Deceiving Young Women, I Hope It Never Happens to You", using medical physiological knowledge to popularize the dangers of egg donation to the majority of women, and calling on women to bravely say "no" to egg donation.
First of all, anyone who engages in egg trading, whether it is an individual, an intermediary, or a medical institution, is illegal.
Secondly, a woman has 400 500 eggs in her lifetime that will mature, and usually only once a month has the opportunity to release one mature egg. Egg donation usually involves taking dozens of eggs at a time, and the possibility of achieving this lies in the early maturation of eggs. This is very harmful to the female body.
Therefore, Dr. Lilac joined hands with the beauty brand ukiss to launch an egg donation advertising campaign to smear off lipstick on the occasion of Women's Day, giving away 1,000 temporary lipsticks to readers, and asking readers who got lipsticks to paint off the egg donation advertisements they saw around them. The event sparked heated discussions and led to a lot of action.
Someone described it this way: they pick up lipstick and change the world a little bit better.
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