Digital Marketing · Marketing
Women Who Inspire
A social media campaign that got people posting with #womenwhoinspire to raise money for Savvy Ladies.
Design brief
Client
Savvy Ladies is a non-profit dedicated to financial empowerment for women through financial education.
Project
For Women's History Month, Transamerica sponsored a campaign to raise money for Savvy Ladies, "empowering women one click at a time." Throughout March, Transamerica donated $1 each time a post featuring @Transamerica and @Savvyladies and/or #womenwhoinspire was liked, shared or commented on (up to $20,000).
Objective
Reach as many women as possible with #womenwhoinspire and inspire them to post using the hashtag.
Solution
Share inspiring women, words and quotes all month, encouraging our audience to post about the women who inspire them.
Design system
To keep every campaign graphic consistent, I created an elegant, bold design system. The Savvy Ladies dark pink is the base color, with a bold yellow as a complementary pop. For type, I paired a heavy header font, Raleway Heavy, with a lighter body font, Montserrat.
Landing page
I created a landing page with content from the campaign, an explanation of the campaign, a link to Transamerica’s page and information about Savvy Ladies. We shared it on the website, on social media and across our network.
Social media content
Inspiring words
Inspiring women
Inspiring quotes
Social media strategy
The strategy for each platform (LinkedIn, Facebook, Twitter and Instagram) was consistent but tailored to each audience. Every post started from one core message:
Post about a woman who inspires you using #womenwhoinspire. For each post using the hashtag, @transamerica will donate $1 to @savvyladies.
On Twitter I ended every post with this direct call to action. It’s the shortest way to get the message across within the character limit.
Facebook & LinkedIn
With no character limit on Facebook or LinkedIn, I expanded the message to explain the mission and give people more reason to take part:
In honor of women’s history month, we are sharing women who inspire us.
Who inspires you?
Share it forward! Post about a woman who inspires you using #womenwhoinspire. For each post using the hashtag, Transamerica will donate $1 to Savvy Ladies.
I also wrote a version people could easily adapt and repost:
In honor of women’s history month, I am sharing women who inspire me.
On Instagram we speak to a younger audience with a different voice, using emojis and several hashtags. Instagram doesn’t allow links in captions, so we pointed people to our link in bio page, which had more about Savvy Ladies and a graphic linking to the campaign page.
In honor of #womenshistorymonth we are sharing women who inspire us ✨
Who inspires you?
Share it forward! Post about a woman who inspires you using #womenwhoinspire. For each post using the hashtag, @transamerica will donate $1 to @savvyladies. Link in bio for more information.
Reach
We spent nothing on ads or boosted posts. Engagement was modest, but reach was great, especially on Facebook. Use of the hashtag on Instagram alone grew by over 4,000 posts during the month, and the campaign raised a lot of money for Savvy Ladies.
Most accounts that saw our posts, across every platform, found them through the hashtag and weren’t already following Savvy Ladies.
