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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Fearless Girl, a case study for Creativity!

We all know Fearless Girl took all the headlines, but do you know what she did for the client's business?

13/09/2017
in News
2 min read
Fearless Girl, a case study for Creativity! 1

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

A couple of months ago a statue of a little girl took over the headlines in media across the world. Not a small feat for a little bronze statue, but not much was known what it actually did for the business of the client that ordered this stunt.

Of course, we are talking about the Fearless Girl, which McCann New York installed opposite the Charging Bull in the Wall Street, for their client, financial advising company State Street Global Advisors (SSGA).

Adweek magazine now brings an overview of what this unique marketing stunt did for the client’s business, vividly making a case for creativity.

The Fearless Girl statue quickly went viral online, garnering over 1 billion Twitter impressions in the first 12 hours, and eventually reaching 4.6 billion Twitter impressions and more than 215,000 Instagram posts over 12 weeks. A petition signed by more than 40,000 people demanded that Fearless Girl stay put, opposite the Charging Bull, through 2018.

The fact that Fearless Girl was created on “a shoestring budget” with no paid media behind it made it even more of a marketing marvel, said SSGA senior managing director and CMO Stephen Tisdalle. The effort reportedly generated $7.4 million in free marketing for the company across TV, social and radio, per Apex Marketing. Some sources place the marketing budget for Fearless Girl around $250,000, although SSGA would not confirm.

According to the company, her purpose was not necessarily to become a worldwide icon but to promote the one-year anniversary of the company’s SHE Fund, which invests only in companies that have women in top leadership positions. So did the company reach its goal of putting more women in C-suites?

Following the debut of Fearless Girl, “We reached out proactively to companies we invest in that do not have women on their boards to actually get them to understand that there is greater performance to be gained [by having women in leadership roles],” said Tisdalle. Of those 476 companies, 76  actively worked to promote women. SSGA voted against reelecting the board chairs of 400 companies.

Take a look at the infographic below to see some more interesting stats about the Fearless Girl.

Tags: Fearless GirlMcCann New YorkState Street Global Advisors
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