2020 New Year Marketing: How Brands Can Take Advantage of March 8th Women's Day

Due to the impact of the epidemic, many people are stuck at home in a daze, and many brands and businesses have suffered economic blows. But with the arrival of spring and the epidemic under control, various industries gradually resumed work, and people and the economy began to recover like all things in spring.

Brands are also welcoming their first real big sale at the beginning of 2020 - the upcoming International Women's Day on March 8th. Women are constantly working hard to improve their social status and prove their charm and strength, which has earned them more respect and love. It also gives Women's Day more names, such as "Goddess Day", "Queen's Day", "Queen's Day", etc.

Women are a major consumer force in the market, so naturally, many brands will launch Women's Day advertisements and corresponding marketing activities on this day to convey the brand's recognition of women's values ​​and promote relationships with female consumers.

There is a lot less marketing for Women's Day this year, but there are still excellent works worth seeing.

Apple

As 3.8 approaches, Apple introduces many outstanding women to us.

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We teach girls to think less of themselves

Make them feel small

We told the girls

You can be progressive

But don't be too aggressive

You should pursue success

But don't be too successful

Otherwise others will be threatened

Wake up, we are born perfect

Posing, flawless

Walk around, flawless

Show off, flawless

I was born perfect

The girls told them

I was born perfect

…

This advertisement continues the theme of the "To You Behind the Scenes" series launched by Apple in 2018. This series of advertisements uses black and white static images to show the stories of Macs and users, paying tribute to the creators behind the Mac. The first issue of this series of advertisements introduced the life creators from all walks of life behind Mac, the second issue introduced college student creators from major universities, and this time the focus will be on those outstanding women who are silently working hard to change the world.

The characters featured include influential women from all walks of life who have made contributions to society and fully demonstrated their self-worth:

Malala Yousafzai: Shared the 2014 Nobel Peace Prize with Kailash Satyarthi "for their campaign for exploited children and young people, and for the right of all children to education." Ava Duvernay, director of the biographical film "Selma" and the American TV series "When They See Us", which are about fighting racial discrimination and the civil rights movement. Marie Kondo: Listed on Time magazine's list of the world's 100 most influential people, the queen of tidyness, best-selling author, and Emmy-nominated TV star. Gloria Steinem: Women's rights activist who helped launch second-wave feminism. Lady Gaga: Grammy and Oscar winner, founder of the Born This Way Foundation.

Accompanied by Beyonce's song "Flawless" in the background music, the black and white photos make people see the colors, and this advertisement without lines makes people hear more voices and feel greater power.

At the same time, Apple also held the "She Creates" event at the Apple Store to showcase the style of women in their exclusive fields. The homepage of the App Store in China has also updated three columns on women’s power to help everyone understand the mental journey of Chinese female developers.

It also shares various content such as applications, TV, books, music, etc. created by women. For example, the game area has launched the editor-selected "Women Don't Have to be Lower than Men" theme, which recommends to players excellent mobile games with women as the protagonists or main perspectives.

On Apple Music, the homepage has also been updated with a special topic celebrating women, showcasing many female vocals, feminism in music, representative works of pop divas, and representative works of several powerful female singers in the Mandarin pop music scene.

Levi’s

It seems that when girls come into this world, they are defined and they should look like girls. But Levi's said that a girl's identity is just the initial shape, and every girl will have her own shape.

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We are in the shape of a girl

Come into this world

Start exploring your own boundaries

When we break some rules

Go at your own pace

When we are no longer afraid to lead

Dare to pursue your own happiness

As we push the limits further and further

Every step we take bravely

We all have our own shape

Wear Levi's and you will be stylish

This advertisement takes the girls' individual perspective and is based on the development trajectories and emotional appeals of contemporary Chinese women in the workplace, family, etc. It tells the stories of six pioneering women who dare to break definitions, transcend boundaries, and pursue limits, inspiring more women to express themselves bravely.

Maizi is a pioneer director, ballet dancer, and drama actor. Qiu Ming is a skateboard, tennis and basketball enthusiast, fitness expert and part-time model. Zhong Shengzhen is not only a print model but also a national motorcycle champion. With her wild and unruly image, she broke into the male-dominated world of riders and won the National Snowmobile Championship twice in a row.

Every girl has a different growth story and life experience, just like every pair of jeans is unique. Levi's used this idea to propose the theme of "Pants Follow Your Style". In addition to the commercials, Levi's also launched exclusive customization for "Pants Girls" on the mini program, and initiated the #裤女孩型动# topic interaction to inspire female consumers to think about themselves.

When faced with doubts and challenges, do you choose to follow the routine or go at your own pace? It's all up to the girl to decide. A healthy and correct state will not restrain the body and soul. Only by choosing a lifestyle that suits you can you find your own shape.

As a pioneering brand with a strong sense of individuality, Levi's has always been committed to encouraging and helping women to shape themselves from the inside out.

In 1934, Levi's created the world's first pair of women's jeans - Lady Levi's 701. These jeans were originally designed to provide working girls with sturdy work wear, proving that they could be just as capable as men. In its subsequent development, Levi's continued to work hard to create more comfortable and fashionable jeans for women.

Levi's global design team has traveled to more than a dozen countries around the world, collected tens of thousands of female body samples, and designed jeans that are more suitable for women with different styles. This not only brings changes to women's appearance, but also encourages women to pursue physical and spiritual breakthroughs and freedom.

A brand's Women's Day marketing is actually the brand's understanding of women. It can be seen that advertisements that flatter and praise women nowadays seem particularly empty, while advertisements that truly understand, respect and highlight the power of women are more likely to be accepted and recognized.

Author: Brain Burning Advertising

Source: Brainburning Ads