empowering women to celebrate their triumphs
We were engaged to create a campaign that encouraged women to share their stories and celebrate their personal triumphs. We wanted the campaign to inspire women to ignore labels placed by others, and redefine how they see themselves.
During our brainstorming, one of the pieces of paper taped to the wall read ‘I Am…’. That’s all it said. And that became the campaign theme.
We decided the best way to spark the conversation was to create a video that leverages the stories of recognizable women and encourages others to share and participate. We also incorporated the women's written 'I Am' statements into promotional graphics for the campaign. The rallying cry for the campaign was the social hashtag #IAm.
Because the campaign was executed on social media, a hashtag that captured the essence of the campaign was a key component of its success. The authenticity of the responses posted on social media also supported the campaign’s success. During the campaign, engagement grew by 236%, and fans + followers increased by 350%. The estimated reach of the campaign topped 382,000.
Building on the success of the original campaign, additional campaigns were also created to celebrate the strength of the women of New Orleans after Hurricane Katrina, and the strength of women facing breast cancer.