Best of the Bowl 2017

It’s a tough job, but we’re happy to sacrifice our time watching The Super Bowl (and stuffing our faces w/food) in order to bring you the commercials we thought won with women.  Here’s our list of the Best of the Bowl 2017:

 

Audi #DriveProgress Big Game Commercial – “Daughter”

Gender equality told beautifully through the eyes of a father leaving us all thinking: What do we tell our daughters?

 

84 Lumber Super Bowl Commercial – The Journey Begins

There was some controversy regarding this ad with the full version being viewed on the 84 Lumber website (which was overloaded with users).  But, what we love is that this is a story about a mother and daughter–letting us see a different face in regards to immigration.

 

Inside These Lines

Okay, we really would have liked to see more women represented in this piece. But, we give props for including NFL line judge Sarah Thomas and the message of inclusion.

 

Coca-Cola | It’s Beautiful

It’s beautiful.  Seriously, a simply beautiful ad about the beauty of diversity.

 

Airbnb Super Bowl Commercial 2017 (We Accept)

Another ad themed with diversity and inclusion (seeing a trend?). A very balanced representation of gender, race and culture.

 

2017 Ford Go Further | Ford

First of all, we love the idea that nobody likes to be “stuck” and this ad also does a great job of building a story behind the brand’s tagline: Going Further.  However, our favorite moment is in the middle, when the child who is stuck in the Big Wheel simply yells “Mom”.  After all, who is the one who helps us get “unstuck”?

 

What were your favorite Super Bowl 2017 commercials?

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A Kinder, Less Sexist GoDaddy?

Total disclosure: We are customers of GoDaddy.

So no one is more happy than us to not see a bikini-clad girl in their latest Super Bowl spot.  Matter of fact, we are giving them props for a “don’t-blink-or-you’ll-miss-it” shout out to Grace Hopper Celebration of Women in Computing (GHC), the world’s largest gathering of female technologists–it comes in the form of a #GHC17 button pinned to the backpack of the spot’s main character “The Internet.”

Do not read anything into the fact that the #GHC17 moment is quick–the whole spot moves fast, just like the real internet. According to a recent Fortune article, the “button and other internet culture shoutouts are intended to zoom by” and are designed to be semi-hidden references that will encourage viewers to watch the spot again.

Actually, GoDaddy is a big fan of GHC–online and offline: they sponsor students to attend GHC and have recruited and hired a number of conference attendees.  “We’ve been partnering with them to have this public conversation about how important women in technology is to us,” says GoDaddy CMO Barb Rechterman.

Here’s a sneak peek of the spot:

Click here to read the entire article. 

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Bank Marketing? Time to Get Personal with Moms & Millennials

mom-moneyOne in two Americans who have a bank are open to receiving marketing communications and personalized advertising from their financial institutions, and that proportion increases among millennials and parents, according to newly released survey results from Segmint.

The survey found that Millennials are willing to see ads about financial products that will help them reach life milestones. According to the results, 67 percent of Millennials (ages 18 – 34) who have a bank would be willing to see a personalized ad from their bank to help them reach their personal finance goals for life events (e.g., paying for college, buying an engagement ring, saving for a down payment on a new home). This is compared to only 42 percent of those aged 45 and older. Similarly, parents of children under 18 are significantly more likely than those without children to be willing to see a personalized ads from their bank to help reach financial goals: 67 percent vs. 46 percent respectively.

“Now more than ever, savvy banks have an enormous opportunity to forge stronger relationships with current customers and attract new ones through a broad mix of hyper-targeted online marketing campaigns,” said Rob Heiser, CEO of Segmint. “Millennials in particular are in a stage of financial growth and planning, so they are more receptive to receiving guidance.”

The new report suggests that financial customers are open to ads that reach them in new and different places. In fact, more than half of bank users in the U.S. (57 percent) report that they never see online advertisements from their bank outside of the company website and mobile app. Furthermore, just under half of bank users (49 percent) wouldn’t mind seeing online advertisements from their bank on webpages outside of their bank’s website and mobile app, if those offers were relevant to their financial goals.

“Personalization can take many forms but digital personalization is where most investment is taking place today,” according to a recent report by Mick MacComascaigh, analyst at Gartner. “Master data management — particularly when coupled with a digital personalization engine — can lead to a better online customer experience by indicating an understanding of the customer and the context of the interaction, typically leading to more online sales, whereas better knowledge management can increase the number of first-call resolutions. Customer loyalty, brand recognition and profit can all be increased.”

 

To explore additional results from the Segmint Consumer Bank Marketing Report: Part I, including an infographic and breakdowns by gender and financial institution type, visit https://segmint.com/Media-Resources/Consumer-Report-2016.

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Second Biggest Retail Holiday? Back-to-School

I love this inforgraphic from The Shelf.  Yes, it’s long (seriously, you will scroll down for quite awhile), but it is packed with great information–including when the “first day of school” is for each region of the country.  Timing is everything, people.

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Get Ready for National Family Meals Month

GGC_FamilyDinnerThe Food Marketing Institute (FMI) Foundation is sharing tips for retailers and suppliers on how they can celebrate National Family Meals Month (NFMM) this September. NFMM is an industry-wide movement that raises awareness of the benefits of frequent family meals and supports families to share one more meal at home each week. Over 60 retailers and 30 suppliers participated last year.

To help you prepare for this September, the FMI Foundation has created new National Family Meals Month toolkits for both retailers and suppliers. These kits are filled with resources to help you jumpstart your family meals programs. Here’s how you can get involved:

  • Like Vegetables, Weave in Family Meals Month – The same way moms sneak vegetables onto kid’s plates, NFMM can be woven into your existing September plans. Be creative and incorporate NFMM into your current communications and marketing programs by utilizing FMI Foundation resources or taking a new spin on an old program. Think about how you can help customers celebrate coming to the table as a family during September.
  •  Set the Table – Get tools and tips to make your NFMM celebration a success. With customizable logos, images, social media posts, messaging and more, FMI Foundation turnkey toolkits can help you prepared for September. Toolkits are available at www.fmi.org/toolkit.
  • Pass the Dinner Rolls – Share your plans to participate! Use the hashtag #FamilyMealsMonth to share images of your employees and customers celebrating NFMM. A common photo of this movement is raising your oven mitt to commit to one more family meal per week. Everyone’s interpretation of the family is slightly different, so it is exciting to see what ideas come forward.

The FMI Foundation will once again be collecting stories of what retailers and suppliers are doing for National Family Meals Month this September. E-mail them familymealsmonth@fmi.org with your plans for in-store and online promotion of family meals during September.

 

 

image courtesy of flickr CC/More Good Foundation
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JCPenney’s New Back-to-School Campaign

alicia aThis back-to-school season, JCPenney is launching a new multimedia marketing campaign to help make the shopping season even easier for parents and kids. The company has launched a redesigned JCPenney mobile app as well as expanded its ‘Buy Online, Pick Up In Store Same Day’ option to all stores nationwide. “Our marketing campaign and promotions will be aimed squarely at the modern American mom, who will be planning multiple shopping trips to take advantage of great savings, must-have styles and convenient digital experiences that make JCPenney worth shopping the entire back-to-school season,” said Mary Beth West, chief customer and marketing officer for JCPenney.

In addition to the new digital offerings, the retail brand will also be offering more in-store promotions such as “Power Penney Days” and coupons and is partnering with popular vloggers Alisha Marie, Niki & Gabi DeMartino, Alyson Stoner and Jessie Paege on a 24-city “Girls Night In” national tour.

The combination of digital and in-store marketing should hit the back-to-school mark for moms.  While moms use retail websites for product research and comparisons, a recent study from Crowdtap found the majority of back-to-school shoppers still favor physical stores for making actual purchases–with both value and convenience topping their list of purchasing decision factors.

Read more about JCPenney’s campaign here.

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Women vs. Men on Defining a Life Well Lived (Infographic)

We love this infographic from Ketchum–it gives a great snapshot of the differences between men and women when it comes to their definition of a “life well lived”.

 

GGC_KetchumInfographic

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The Changing Role of Dad

With Father’s Day just around the corner, we wanted to add a little testosterone to our marketing-to-mom insight.  Experts agree that today’s Dad plays a more active role in parenting and in making family purchasing decisions, matter of fact, in a recent survey 75 percent of dads say they are more involved in raising their kids than their fathers were. Change in family dynamics also means we are seeing a change in marketing.  Gone are the days when Dad’s role in a marketing campaign was to look incompetent:

Today’s winning messaging shows a more realistic view of Dad’s involvement with the family and the household while also keeping a sharp-eye on the fact that mom is still a major household player as well.  Here are three things you can do to make sure your marketing messaging works with Dad and Mom:

 

Talk to Dad — this seems obvious, but it is often missed. Many marketers wrap their marketing-to-dad efforts in pure marketing-to-mom moments. While some strategies cross over (storytelling, humor, etc.), a conversation with Dad needs to resonate with, well, dads. The beauty of this campaign from Gillette is they hit those moments where Dad feels at his absolute parenting best — a win/win with both dads and moms.

 

 

Recognize Dad’s Involvement — The latest campaign from Dove Men+Care shows that dad has an active role in parenting. What we especially love about this spot is that while it shows Dad as being a parent who can get things done, it also shows the fun side of Dad–proving once and for all that dads (and moms) can still be fun while also being responsible.

 

 

Don’t Ignore Mom — Never challenge Mom’s position of authority.  Going back a few years here (2011), but we are still in love with Google Chrome’s “Dear Sophie”.  It is important for a campaign to not only connect with dad, but be something mom can feel good about and appreciate.

 

Your Turn:  How do you think Dad’s role has changed most?

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“For Her” for Women’s Day? Think Again.

If the Bic brand wasn’t already feeling a bit bruised by the backlash of their “For Her” product launch and campaign, they may definitely be feeling the sting now.  Innocent, a UK smoothie company, took to social media to show how their female staff members were using their International Women’s Day gifts.  With signs saying things such as “I wrote this all by myself” and “Watch out Shakespeare”, employees let the world know just how they–and pretty much every other woman on the planet–felt about the sexist pens.  See some of the images below:

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The product itself was actually launched back in 2012 and catapulted into conversation when Ellen mentioned the pens during her monologue:

And now, thanks to Innocent, we are laughing at the absurdity once again.

One of my favorite moments of the viral campaign?  When a social media user (sarcastically) inquired about how she could get a “For Her” pen of her own, Innocent replied:  “You can’t buy these. Women should never be trusted with financial matters. Do you have a man with access to funds who could purchase them for you? Provided you have enough pocket money left, of course.”

Note to all brands:  get the voice of real female consumers in the room when you are considering launching a product “for women”.  It will save you time, money–and embarrassment–down the road.

Read more from this article on Huffington Post.

 

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Under Armour Showcases US Women’s Gymnastics

Yes, I love that Under Armour focused on the strength and dedication of Team USA Women’s Gymnastics in the latest spot for their “Rule Yourself” campaign, but what I love even more is the brand’s statement about it.

“As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness, and we want to showcase and honor their sacrifices,” said Under Armour svp of global brand marketing Adrienne Lofton in a statement to AdWeek.  “By providing this peek behind the curtain of our athletes’ lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals. We truly believe it’s what athletes do in the dark, when no one is watching, that ultimately puts them in the spotlight they deserve.” 

Notice that not once did they mention “female” or “women”-just athletes, showing that the passion and dedication of these professionals transcends gender. Bravo.

In case you missed it, here’s the spot:

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