Best Practices for Creative Design Campaign
Best practices for engaging female audiences in creative campaigns is to use an empowering tone of voice and invoke emotions that drive decision-making with emotional marketing. Descriptions of these practices and examples of brands using them are provided below.
1. USE AN ENCOURAGING AND EMPOWERING TONE OF VOICE
- Empowering and uplifting tones appeal to women and can inspire purchase decisions.
- An empowering tone of voice is accomplished by featuring diverse strong women in authentic and dimensional ways and using affirmative verbiage that invokes feelings of empowerment, bravery, and self-realization.
- The effectiveness of using empowering tones is evidenced by the 2018 Athena Advertising Awards where The 3% Movement highlighted 4 advertising campaigns that featured strong and bold women. Founder and CEO of the 3% Movement states that every consumer can benefit from showing women in "authentic and dimensional ways".
- Dove's billboard and ad campaigns aim to empower consumers, specifically women, to raise awareness of body positivity and create a "tone of voice that is soothing, inspirational and friendly". Their billboard and ad campaigns featured women of all colors and sizes and their social media and website posts use affirmative language such as “realize full potential" among other phrases that resonates with women.
- The Royal Air Force and Herbal Essences, among others, have also successfully used an empowering tone of voice to appeal to women. The RAF's No Room For Cliches ad uses empowering language and presents women in "strong, empowered and capable" roles to combat the gender stereotypes and gendered language that persist in advertising to females. This campaign was significant for RAF as they historically targeted young men and had faced criticism for not trying to appeal to women.
- Herbal Essences, traditionally known for their sexualized commercials, transitioned to a more meaningful campaign that featured culturally and ethnically diverse women telling stories about how the decision to change their hairstyle impacted their lives. The stories centered around issues of "bravery, deployment and self-realization" and places them in a "position of empowerment" and resonates with the market.
- The 2014 Always #LikeAGirl campaign won an Emmy, a Cannes Grand Prix award, and the Grand Clio award by transforming the historically insulting phrase into an empowering one. T3's campaign for UPS's Wishes Delivered program was called “One Girl’s Future”, and the empowering story of a girl with dreams of becoming a pilot won best Social Media Marketing award at the Athena Advertising Awards.
2. USE EMOTIONAL MARKETING
- Emotional marketing is used to make a memorable first impression of a brand and influences how people make purchase decisions. Studies show that people make decisions based on emotions, and out of 1,400 successful advertising campaigns, the ones with purely emotional content were almost twice as successful as those with only rational content, 31% and 16% respectively.
- An emotional and inspiring ad, “Mama Said Knock You Out” featured Serena Williams and was awarded Brand Visionary at AdWeek's Brand Genius event.
- A campaign ran by Wieden+ Kennedy and Nike Women used an human approach that allowed viewers to bond with the brand and creates a sense of empathy that gave them a leg up on the competition and influences customer preferences. The series uses honest humor while highlighting embarrassing inner thoughts women have at the gym. It is stated that this campaign shows that adding humor to campaigns can lower the barrier between the brand and the consumers and "establish a sense of relatability".
- Dove is also credited with using emotional marketing with their inclusive down-to-earth commercials and positions their product line to invoke many emotions such as "acceptance, serenity, optimism, self-love" and influence women to purchase their products.
We identified best practices from award-winning and well-known brands' advertising campaigns meant to target women. We investigated their campaigns to identify the best campaign practices that inspire women to make decisions and used the commonalities and success of the campaigns to establish it as a best practice.