The annual International Working Women's Day is approaching, which is not only a carnival for all women, but also the "main battlefield" for various brands.
With the rise of "her economy", the influence of female consumption has gradually deepened, according to relevant data research shows that nearly 75% of family consumption decisions are dominated by women.
In this festival belonging to women, a successful marketing can not only show the corporate culture, but also attract more women's attention. Therefore, all brands will not miss Women's Day this node marketing. But many times, female marketing is a difficult to grasp the node, too conservative to stir up waves, too avant-garde and may be offensive. So how should brands speak up this holiday season? After reading the marketing cases in recent years, I summed up three directions.
Play with social media
For brands, getting positive attention is the main purpose of marketing. Social media is the main way for female consumers to discover products, and many female consumers buy an item while browsing social media. Therefore, social media is an important position of current brand marketing.
Social media marketing for female consumers needs to take life scenes as the center, disassemble products to refine selling points, dig deep into the needs of fans, lock KOL labels, and then combine different forms of content to match delivery, so as to improve the product mention rate in interaction, which will be a more complete social media marketing logic.
First of all, build the user's awareness of the brand, track the potential user groups, and tap the consumption motivation. Brands use social media platform algorithms to select targets and reach them, and visual content is easy to leave an intuitive impression on potential consumers. Then find a KOL that conforms to the tone of the brand, and use its influence to further promote it, fresh and gimmicky.
Earlier, to mark International Women's Day, women's jewelry brand Purelei launched its "International Women's Day" collection in conjunction with its "Women Core" design-based product and launched the #TYBON(No Negativity) campaign on TikTok. At the same time, Purelei invited female singer Nina Chuba to cooperate and completed an excellent Influencer Marketing, which not only promotes the feminine spirit, but also highlights the charm of the brand jewelry.
Second, remove the label
Since ancient times, women's bodies have been attached too many labels, "women should be at home to care for their husband and children", "women should be gentle and virtuous", "girls don't have to fight so hard, marry a good man on the line"... With the rise of women in the new era, more and more women hope to break the shackles of such stereotypes and be free to be themselves. Because of this, calling for gender equality and breaking prejudice has become the theme of brand marketing. When marketing, brands should think about whether they really stand in the perspective of gender equality and whether they really think about the problems encountered by women.
For example, Seven Degrees Space created a "Black bag space" exhibition in Beijing's World Trade Center Tianjie, advocating "born at ease, no need for black bags". By tearing a piece of giant daily necessities wrapped in black bags, I told everyone that sanitary napkins are just ordinary daily necessities, just like a bottle of water and a bag of paper. It has no shame, no need to hide it in a black bag.
Burger King offers the opposite. Burger King, a British branch of the fast-food chain, has sparked outrage after Posting on social media on Women's Day that women should stay in the kitchen.
Burger King's tweet was seen as "disrespectful" and "misogynistic" on International Women's Day. Despite Burger King's explanation, many people didn't buy it, with many calling for the company to delete the tweet and apologize. Some people pointed out that Burger King, which released this tweet, has brought a bad example to the public, which is really a very stupid move.
Third, demand-oriented
Women should not be defined, but they need to be understood. Women's Day marketing needs to start from women's needs, closely follow the theme of women's Day, tap women's voices, and commit to meeting their individual needs.
Among women's needs, "independence", "power", "purchasing power", "inclusiveness", "temperament", "growth" and "improvement" have increasingly become important keywords. Mintel's relevant report shows that the lifestyle habits of urban white-collar women in 2021 are preferred to learn new knowledge during business time, and weekly fixed sports, the use of high-end cosmetics or skin care products, attention to financial information, and hobbies that are willing to spend money have become more daily.
For example, the Cotton Times jointly launched the original documentary "She Changed" with China Women's Daily and the New Era, telling women's stories such as female navigation drivers and female scientists, using real stories as prototypes to show the struggle of women in different fields, which has aroused wide resonance.
CCTV News launched "Their Shining Moments" H5 to recognize contemporary female representatives who have made outstanding contributions in various industries, learn about their personal stories, and learn and pass on their fighting spirit.
