Events like International Women’s Day are great for social media campaigns, as the increase in related discussion volume means that people are already paying attention – and because women play a role in all business, there’s going to be a relevant angle for your company to take.
To get you thinking, here are some examples of how some businesses have used International Women’s Day to boost their social campaigns – social media activity ramps up significantly around major events like this, so it’s worth considering how you might be able to link into the trending discussion.
1. Ridding the world of gender inequality
In 2012, Oxfam America ran a campaign where they enabled visitors to create eCards with messages about ridding the world of gender inequality, which users could share with inspiring women in their lives.
This campaign is simple, interactive and helps build positive association with the business. While you may not be on Oxfam’s level, it’s worth considering how you might be able to inspire your customers to think about the key themes of the day – and how you can use that in a way that enables them to share those thoughts with others.
2. Highlight key themes
UN Women ran a campaign which highlighted some terrible Google auto-complete phrases that came up when conducting searches relating to women – for example ‘women shouldn’t have rights’. This started a massive online conversation, with more than 24 million Twitter mentions alone.
While, again, it may seem out of your business’ depth to create such a major campaign, focused on such wide-scale issues, it’s important to consider what the key themes of the event are and how they relate to your business. If you can identify a relevant angle and tie it back to your business objectives, it may help you gain traction and boost your brand voice.
3. Promote women
As previously noted, all businesses are influenced by women in some way – all people are influenced by women in some form. That’s an important point to consider on International Women’s Day, and an important element that you can use in your promotions to make your offers more relevant and generate more interest.
It doesn’t always have to be a ground-breaking examination of equality, but it is important to recognise the importance of women in your business – for yourself, first of all, but also for your potential customers, as it provides an opportunity to show that you care about all voices equally, and that your business cares about catering for all clients.
For example, you could offer a ‘women’s only’ special, perhaps post a profile of your female employees and outline the importance of inclusion within your workplace culture.
If nothing else, it’s worth taking a moment to consider the importance of women on International Women’s Day, and to consider the perspective from which they might see your business. If there’s an opportunity to use that in your seasonal marketing, that can be a great way to link into the wider conversation.