Women in businesses face a range of challenges. For this global campaign, Facebook partnered with Human After All to build a community of women with entrepreneurial spirit.
- Facebook wanted to re-energise and further evolve their global campaign #SheMeansBusiness in time for its official relaunch on International Women’s Day, 8 March 2018.
- #SheMeansBusiness encourages women with entrepreneurial spirit to join forces and help each other start, build or grow businesses.
- The campaign needed an expressive yet elegant new identity to help it achieve global reach and inspire female entrepreneurs worldwide.
- The idea of a community space needed to underpin the entire campaign as it is this that would connect female entrepreneurs from across the world.
- We undertook a detailed review to understand the diverse challenges facing women in business, paying particular care to the contrasting trends and issues of different countries and regions.
- Our findings and initial creative proposals were presented and discussed with key Facebook stakeholders in a series of workshops held around the world.
- The output of these workshops was a “Big Idea” deck. This represented a crystalised creative and strategic approach to #SheMeansBusiness.
- With a globally-agreed approach, we created a Visual Identity, Brand Guidelines and Global Playbook, which established the rules for the campaign’s global rollout.
- This led to the creation of the Community Finder, a bespoke tool within the #SheMeansBusiness website, which helps women with entrepreneurial spirit to find supportive and useful Facebook Groups faster than ever before.
- We also produced a complete suite of assets for activation both online and offline. This included animations, social cards, event collateral and a global anthem video.
- The #SheMeansBusiness website is now live in 18 languages, with a localised Community Finder for each. This helps women with entrepreneurial spirit to find supportive communities wherever they are in the world.
- The project earned global press coverage, including this Mashable article.
- Numerous Live streams were broadcast on International Women’s Day. This featured posts by new business talent and influential leaders, such as Arianna Huffington and Victoria Beckham.
- An ongoing programme of assets and events was established. Human After All remains a Facebook production partner, helping to create additional #SheMeansBusiness content for Facebook teams around the globe.
- 11M onplatform impressions of #SheMeansBusiness content.