International Women’s Day 2019 with Very.co.uk

International Women’s Day is an annual opportunity to champion female empowerment, and celebrate the variety of women doing great things in their everyday lives. It is also the perfect opportunity for companies like Very – who champion women daily – to truly celebrate their customers and influencers who are constantly engaged in everything they do, by allowing them the chance to share their wonderfully diverse and personal stories of empowerment.

Challenge

International Women’s Day is an occasion celebrated year on year at Very, so after the success of last year’s events and the incredibly positive feedback from their community, Very wanted to step up their campaign this year and truly get to the heart of celebrating sisterhood. We wanted to call on women with amazing stories who Very hadn’t necessarily worked with before and give them a platform to share their stories of empowerment. One of the women chosen had worked with Very in the past, but never before had we given her a space to tell her extremely inspiring and powerful story, The challenge was simple, invite everyday women to tell their stories – driving an emotive connection to Very and their general customer base.

Approach

We identified four aspirational and inspirational women, who are loyal to the Very brand, and invited them to share their stories with the Very community. Each woman had a powerful, personal story of empowerment to share; for example, Kelly, was chosen to be celebrated as part of our campaign, spends her free time hard at work raising awareness for Huntington’s disease because her mother was diagnosed with it when she was younger. Each woman chosen was multifaceted in the way they lived their lives, each inspiring in their own way. All of the women were asked to share their everyday mantras, and were shot in clothing sold by Very that made them feel strong and beautiful. To ensure that not only the audiences they were speaking too, but the women themselves felt empowered and supported, they were covered across Very’s website homepage, raising awareness of their profiles, while simultaneously connecting real women with real stories and creating a surge in traffic from likeminded customers.

Results

The four women involved went above and beyond the campaign’s call of duty, created huge amounts of content that went way above the contracted agreements. This was due to the emotive connection they had brand with the brand as Very gave them the platform to speak about what they were most passionate about. We saw:

– 109 pieces of content (808% increase on what was planned)

– 8k engagements

– 01p cost per engagement

– 75% engagement rate

The feedback from the influencers was overwhelmingly positive, with all of the women commenting on not only how empowering the campaign as a whole was, but also how the filming day itself being surrounded by one another was so supportive and inspiring, and how the group of women involved were genuinely diverse and not obvious or generic choices for such a high-profile campaign.

 

Watch the campaign video here

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