PrimoToys launched a campaign to celebrate Women’s Day (8th of March). PrimoToys has always been on a mission to inspire the world to give girls the power and confidence to aspire to jobs in the science, technology, engineering and maths sector in a bid to bridge the gender gap. The campaign started at the beginning of March and carried over for one month.
#CodingGirls Marketing Campaign
The aim of the campaign was to bring Cubetto on top of mind during International Women’s Day and the following days. In 2017, women made up 23% of the workforce in core STEM jobs in the UK, showcasing the gender inequality in today’s society. There is a positive trend year on year, with 61 more women in tech in 2017 compared to the previous year, but we need to see more of a change worldwide. Goal of the campaign was to raise awareness and to position the brand as supportive of women and girls in STEM.
For the campaign I interacted closely with the in-house marketing team. We decided to use the hashtag #CodingGirls as a thread across all creative content. On that hashtag I started putting together a creative brief, while collaborating with the copywriter in order to keep consistency across platforms. The assets for the campaign consisted of a main video to share on socials, a series of infographics about famous women in STEM and current gender problems in the STEM field, display ads for paid advertisement, a website landing page and short videos for Instagram. I organized and managed the whole video production and editing, while also taking care of the creation of all the other assets. The main challenge was to keep the message coherent between all the different media and platforms.
Landing Page:
https://www.primotoys.com/codinggirls/
Press Coverage:
