WOMENKIND

At Womenkind we pride ourselves on being avid readers. Whether it be the daily newspaper, books off our iPads, or simply surfing blogs each morning, our team spends a great deal of our personal time keeping up to date on current events and educating ourselves in the Marketing and Advertising field.

Recently, during one of my morning blog scans, I came across an interesting video on a favorite blog of mine: Kicking Niche. Mary Dean, the blogs creator, is best known as the Creative Director behind Curves and an expert on Marketing to Women. Among other things, Dean articulates her perspective flawlessly and in the case of the 2010 Sienna SE viral campaign, she truly delivers.

Dean came across this video on one of her favorite new blogs, AdverGirl, who used the video to support what she sees as “a bunch of 40-somethings taking over the social mediasphere.” Dean believes that the commercial illustrates the power of a very under utilized emotion: Humor. Though I believe both women bring a unique and completely correct perspective to the table, I want to dive deeper into why this advertisement gained 10,000,000 views.

At a recent Advertising Women of New York (AWNY) Master Class titled Marketing Video Content for Luxury Fashion Brands, speakers Jessica Coghan and Emily Las from Starworks Group outlined the key methods for enriching a YouTuber’s experience. According to Jessica, including influential casting/directors, humor and a risqué tone are the three key ingredients in creating successful video campaigns.

First, it’s important to note that the use of talented actors Brian Huskey and Rachel Drummond are a key ingredient in the campaigns effectiveness. Both actors are serious improvisers with long careers and large fan bases. The idea is simple really. People like celebrities. If those celebrities say that they like a product or are willing to work for them, people will in turn like that product, too.  Celebrity endorsements, whether you believe them to work or not, build hype for video releases and boost interest in the product being showcased. If anything, people will watch the video for the celebrity and unknowingly become accustomed, aware and fans of the product overtime.

The second aspect of video that makes it so successful is the humor used. As Dean noted on her blog, humor is “woefully overlooked.” It’s clear that humor increases your chance of being remembered. When someone laughs or enjoys a viral video like this one, they are more likely to repost or send it a friend. As we know, word of mouth is key to any campaigns success. Advertising is about getting attention and the best way to get that attention is with strong visuals and humor. Just watch the commercial, I’m sure you will find some humor “hidden” in there somewhere.

The last aspect of the video that makes it a true winner is the risqué undertone. Anytime you integrate hip-hop into an advertisement you automatically insert a risqué feel. Even though the rap itself includes PC language, the physical gestures are taken directly from classic rap videos and the lyricist played with swears and women sexuality in a humorous manor. It’s creative, unexpected and draws you in instantaneously. The director was able to reference an intense amount of classically risqué aspects of rap and hip-hop videos, and due to the polar opposite subject matter, you can’t help but watch till the end.

This video is a fantastic find and a perfect example of what Jessica Coghan detailed a successful video campaign to be. It’s a perfect representation of how utilizing humor, celebrity endorsements and a risqué tone can boost your popularity as a brand and guarantee a viral following. Well done Sienna SE!

Watch the full episode. See more Women War and Peace.

PBS’s upcoming 5-part series, entitled: Women, War & Peace, is a look into the roles that women take when violence and war erupts in their countries. The trailer for the series, which begins airing October 11th, describes the circumstances where it is more dangerous to be a woman than a man when war breaks out. Its parts feature the women of Bosnia, Liberia, Afghanistan and Colombia, who have had pivotal roles in their countries’ wars. The 5th part of the series features subject matter experts, including Secretary of State Hillary Clinton and Liberian peace activist Leymah Gbowee, discussing the state of women and war and challenging the notion that war is a man’s domain.

Check out Shout—a brilliant new brainchild from the seasoned Mad Women at SheSays, Alessandra Lariu and Amanda Jaskiewicz. It’s all about female digital advertising professionals collaborating to think up big, game-changing campaign ideas for real clients. This online community enables members to connect virtually and in-person through various events, courses and the occasional happy hour. The best part? Winning concepts are rewarded with cash.

How it works:
•    Register and create a free user profile
•    Scope out current projects and read their briefs
•    Connect with other women to collaborate on a submission
•    Submit an idea and/or explore others’ submissions and provide a rating or feedback
•    Earn prize money for community of client selected ideas or earn credits for participating in the rating process

Pretty neat huh? From our perspective, it’s one of the coolest extracurricular ways for ad gals to express their creativity and meet others who share their passion. So….what are you waiting for? Current projects include Karlsson’s Gold Vodka and Digiday. Let’s go girls!

With so much focus on how the roles women have changed throughout the years, we haven’t paid much attention to those of men.  In her recent article in The Huffington Post, Dr. Peggy Drexler asserts that the 2011 man is drastically different from the 1911 man.  Today, more men are looking for attachment and commitment, whereas more women strive to maintain their independence in a relationship.

Best Friend, Sister, Runner, Dieter, Housekeeper. Could you pick one word to describe yourself? I know I couldn’t. And, we don’t think marketers should either. Women are multidimensional, constantly inhabiting different roles. More often than not, marketers choose to depict one stereotypical version of a woman while neglecting her versatility and multifaceted life.

Accounting is no longer a man's job

Attending a recent training class for QuickBooks (financial management software), we noticed that besides the female instructor, there were 16 attendees who were women, and only one man. After a bit of deeper research, we were pleased to learn that several women’s business organizations (such as the Center for Women & Enterprise and Women in Consulting) are encouraging women to learn QuickBooks in order to enhance their skills in financial management and grow in their careers.

Does the logo make the brand or does the brand make the logo? What are some of your favorites?

At Womenkind we strive to be well-versed in every aspect of a woman’s life.  Throughout the years we’ve read thousands of articles, watched countless videos, and pored over a variety of books.  Over time we have learned a copious amount of facts such as 44% of men vs. 28% of women snore, women’s voices become higher pitched during their most fertile days, and the average social gamer is a 43-year-old woman.

Yes, now you can have your youth and drink it too.

At a posh nightclub in NYC’s Meatpacking District, women can now order specialty cocktails created to provide “undeniable health benefits.” Get rid of wrinkles with a taste of the Raspberry Pepper Heat – in which age-defying tequila is its main ingredient – or stay hydrated as while sipping on the Soothing Cucumber with a shot of refreshing gin.Thanks to beauty vendor Scott-Vincent Borba and Provocateur owners Michael Satsky and Brian Gefter, you can now have your youth, and drink it too.

As the 2012 political season gets underway, we are reminded that politics is, and always has been, a team sport.  An official Presidential “running mate” will of course be selected – based on ideological compatibility, and more likely, electoral math – but as past election cycles have hinted, it just might be the candidate’s spouse who is perceived to be the ultimate running mate.  As presidential hopefuls announce and withdraw their candidacies before the first straw ballet is cast, over the next 18 months, we can expect to learn as much about the “spouse” as we will about the eventual candidates.  Newsweek’s current cover story, entitled, “The Good Wife 2012,” shines a thoughtful light on a trend that has been in place throughout modern American history, but has decidedly become the X factor in selecting the leader of the free world.

Mothers everywhere are worthy of celebration. Here are some ways to show appreciation to mothers other than your own.

Every year a staggering sum of money is wasted on Hallmark holidays like Mother’s Day — $14 BILLION to be exact.  In 2010 this sum was spent in the US on Mother’s Day cards, celebrations, flowers and meals. When you think of the suffering around the world and the many causes this money could benefit this number is even more mind-boggling.