13 May The Impact of Empowerment Advertising

It is vital for a marketing agency to always stay on top of what’s trending now. Whether it is in creative trends, media buzz, or a combination of the two sectors, relevancy is what fuels an agency.

As of more recently, major corporations, such as Dove, Always, Nike, and Mattel, have rebranded their signature marketing campaigns to surround women empowerment, a currently popular and impactful marketing message. Their advertisements are portraying woman and young girls in a less traditional (and less stereotypical) ways. More specifically, Mattel took its infamous 1959 “I’ll make believe that I am you” campaign of a young girl playing with her Barbie doll in a wedding dress and completely changed its creative message. Now, its “Imagine the Possibilities” campaign shows young girls as college professors, veterinarians, executives, and athletic coaches. At the end of the video campaign, viewers see a young girl playing with her Barbie doll imagining her potential future. Before the ad concludes, the message “You Can Be Anything” flashes in white lettering against a hot pink background. Creatively this was genius for Mattel. They took their already reputable product and capitalized on the demand for creative that empowers, while still staying true to its loyal consumers.

Besides for the uplifting message these ads create, they also have a strong ROI. Empowering advertisements generate strong impressions and CTR’s, but they also leave impressions. According to www.thinkwithgoogle, “women ages 18-34 are twice as likely to think highly of a brand that made an empowering ad and nearly 80% more like to share, comment, and subscribe”. From a media and creative standpoint, it is clear empowerment engages.