By Amal Hussein, Copywriter, Httpool
An Introduction to International Women’s Day
International Women’s Day began with 15000 women standing together in solidarity to march through the streets of New York City in 1908, demanding shorter working hours, better pay and the right to vote. It was initiated by the Labour Movement, to become a recognised annual event by the United Nations.
International Women’s Day (IWD) is now globally celebrated to commemorate the cultural, political, and socioeconomic achievements of women. It is also a focal point in the women’s rights movement, bringing attention to issues such as gender inequality, reproductive rights, and violence against women.
Due the events recognition by the UN, each year a new theme is announced, and this year’s theme is #BreakTheBias.
This opens the door to fantastic opportunities for businesses, especially amongst those targeting Millennial and Gen Z audiences, as these audiences have the highest online presence, and thus expect the most from brands regarding diversity and inclusion. In fact, 76% of Gen Z and 72% of Millennials agree that diversity and inclusion (D&I) is an important topic for businesses to address.
When focusing on Women Empowerment, campaigns typically fall into the following categories: educational, charitable, or purely celebratory. As the understanding and awareness of IWD day grows, as to does the notion of gifting. It is important to bear in mind that not only flowers are considered for this occasion, personalised gifts, spa treatments and do it yourself lessons are also growing in popularity.
Moreover, similarly to Valentine’s Day the traditional myths no longer apply, and it is not only men gifting women as you may have thought. Women are celebrating women, employers are honouring female employees, and of course, women are treating themselves!
The Gift of Giving!
It’s time to leverage the business opportunities, whilst honouring and celebrating women’s rights, start promoting gifts for women, and launch International Women’s Day sales campaigns!
March 8th is a day to celebrate women of all ages, an opportunity for consumer to show their gratitude, love or appreciation to family, friends, colleagues, neighbours, and to themselves. We are seeing a rising trend in women opting to treat themselves, especially in recent years. Women celebrating personal accomplishments by surprising themselves with something they’ve been wanting for a while.
It is important to home in on gifting preferences when planning advertising campaigns, as EU surveys show that more than 40% of women favour massage or a day at the spa. Whilst nearly 1 in 5 would enjoy a personalised photo shoot, or a make-up lesson. Furthermore, it’s worth considering that research also demonstrates 85% of women are loyal to their favourite brands, and that 80% of purchases are also influenced by other women.
The key considerations influencing consumer decisions are the price, discount offers, and the shipping conditions (free shipping). With all of this in mind, lets dive into how you can create a strong IWD advertising strategy.
With the below tools you’ll be able to reward loyal customers, attract new leads, convert prospects, and upsell! The first step is creating a landing page for this occasion, it’s important to pay extra attention here to the product selection, any product that your female customers are usually drawn to, can be specially featured for IWD as limited editions.
This is a time to offer special deals and discounts, solely to female clientele or to all consumers, and get those interest levels peaking. This timeless women’s promotional notion of offering special discounts for IWD will undoubtedly enhance your business, but just ensure that there is a clear timeframe for how long each discount will be valid.
From the creation of personalised codes, offerings of free delivery and next order discounts, to free goodies alongside purchase and buy-one-get-one free advertising, there are a multitude of methods to build up on traffic on your website, app, or store during this global event. One campaign in particular that always seems to be a hit with consumers is the ‘a gift for her’. Now is a great time to keep an eye on buying trends, take note of customer favourites, and build this into marketing tactics to maintain a connection you’re your audience.
If you have launched a new product or service, this is a great time to advertise limited time offers so that consumers can try it out.
Planning for Your Campaign
You must be wondering by now when to actually schedule your campaigns, what objectives to use, and who to target! Don’t fear, our recommendations are here!
Firstly, ensure that you plan ahead and define your core objectives. Keep in mind that no one size fits all, it takes time, preparation, and previous testing. Our tip is to take advantage of the solutions available across the marketing funnel. So, start soon with a campaign that raises awareness, and then a few days before the event switch to driving consideration and action. Now, let’s take a closer look at these actions!
Your first focus will be increasing awareness, your objective here is to boost discovery using brand objectives, or traffic. As for the audience, a broad audience is used for prospecting and value-based lookalikes. When you’re thinking about the audience don’t forget to be inclusive of all genders.
For the second part of the campaign, we have driving consideration and actions. Here focus should shift to conversions and optimisation. Circle back and ensure that previous consumers are targeted, whilst also enticing new engagements. As for the creative, focus on the sales, ensure a strong logo is used, and have a clear call to action.
The Power of Five
If you have your pixel implemented, the auto-advance matching option is something you should already have, check in settings to ensure its enabled. This will undoubtedly help improve results, allowing you to keep track of and report metrics, and providing the ability to connect directly with users who have interacted with your advertisements and later made a purchase. Thus, ensuring results are more effective and trustworthy
This is a good time to take advantage and harness the added effectiveness, especially considering signal loss experienced with IOS. It’s easy to implement and important to keep an eye on, to make sure that the results and statistics you are getting are correct.
Simplified Account Structure
For the most part this is a simplistic task unless you have a very detailed and broad client journey. If you have a smaller business, your account structure can be handled within two or three campaigns and then interacted with additional ads.
One popular method is to create content for the prospecting campaigns, using broad targeting to find users who have previously engaged with your business, and retargeting/remarketing as a final step for users who may have uncompleted purchases, bear in mind however that is only based off the number of clients you have in each of the steps. For example, if you only have a few unfinished purchases, it does not make sense to create a new retargeting campaign.
Previously, from applying limits to ad sets you could gain conversions manually, although still possible, this is not as effective as an algorithm. For example, you can spend the same $30 either manually placing $10 on each of the ads, or you can allow an algorithm to automatically scan and select the ads which perform best.
So, why not save yourself some time and effort and let the algorithm work its magic? This gives you precious time to apply elsewhere.
Automatic placement often goes hand in hand with both campaign budget optimisation and retargeting. This allows delivery systems to make the most of the budget, and ensure ads are automatically delivered to your desired audience in the places they’re likely to perform best.
Remember that when it comes to platforms that don’t align with your business the algorithm will automatically not assign too much of a budget to it. If you give it more opportunities to target broadly, then it will give you better results.
Those of you with a catalogue of products, this one’s for you! In general, when it comes to large e-commerce businesses, it makes a lot more sense to create dynamic ads. This way when a consumer expresses interest in an item from the catalogue, an ad is automatically generated for the person, and delivered direct to their device. Dynamic ads look exactly like other single image, carousel, stories, or collection ads. Thus, a catalogue saves you time and provides flexibility in what you show to consumers.
So, to summarise our campaign tips on how you can best utilise this international Women’s Day; ensure your business is adjusting marketing to target both Gen Z and Millennials during this period. Take advantage of the celebration this event calls for, create ways to engage and attract new audiences using discounts and deals, utilise the events ability to bring women of all ages together. Don’t forget women talk, so give them something to talk about!
Last but not least, make sure you are taking The Power of Five into account at each stage of your campaign. Taking time to see if your campaign has a clear brand objective and implementing sufficient time to check conversions or optimisations. Incorporating all these tips will be sure to see your IWD campaign thriving.
Thank you for reading and make sure to use this International Women’s Day to honour all the women in your life with a truly amazing campaign.