It created ‘the Smirnoff Equaliser’ – an API that analysed user data to give them a percentage of the number of female and male artists they streamed on Spotify in the previous six months. It was based on data from Spotify that showed none of the top 10 most-streamed tracks in 2017 were performed by female artists or bands. In 2018, Smirnoff backed a campaign to get more people listening to women. (And remember, Econsultancy offers training and a whole range of market insight reports and best practice guides) 1. Here’s 17 marketing campaigns that depict a positive message about women. That beach body campaign wasn’t all that long ago, was it? Luckily though, many brands are working hard to make it a distant memory. There’s still work to be done, of course. Today, however, we’re seeing a sea-change in the way brands represent and market to women, fuelled by social and political movements. The marketing and advertising industries have historically been more about fantasy than reality, and female idealisation rather than empowerment.
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