Femvertising - the art of brand communication with a modern woman

There are 24.82 million internet users in Poland, of which almost 11 million are women, according to the Megapanel PBI / Gemius 2015 internet survey. Two types of women's online activity can be distinguished. The first is simply using the Internet to make purchases, while the second is searching for information about products / services or answers to bothering questions. Companies are not indifferent to such results and try to adapt their products and messages to the female gender. And this is how the concept of femvertising arises, i.e. communication to women about women and their needs. But what do modern women expect? We answer (or at least try to find the answer) below!

What is femvertising?

Femvertising is a response to the ongoing social changes. Changes that affect women, their needs and role in the modern world. It is a new trend in communication related to the changing position of women in the world and their expectations towards brands.

Femvertising has been in advertising for some time, and now it is also entering the Polish market. Companies targeting women need to adapt their communication as quickly as possible to the changing needs of women.

Brand vs. female gender - what do modern women expect?

What are the advertisements allegedly targeting women today? Stereotypical and embedding them in subsequent social roles? Or are they boring because they constantly show a woman as a mother looking after children who works full time as a home specialist? Unfortunately, they're a blend of it all, complete with a cult of exterior design. But what about women? Modern women do not want such communication. They don't identify with her. These ads do not respond to their needs, do not speak their language and, as a result, do not sell.

The age-old question arises - what do women expect? According to a report published in 2014 by SheKnows, 92 percent. of ladies remember advertisements presenting them in a positive light, and more than 50 percent. he makes a purchase on their basis! When asked about what they expect from advertising brands, 43% of women replied that they had respect and support in meeting their needs. Moreover, 45% of the ladies said that they are willing to share their opinion with their friends.

Femvertising - examples of Polish and foreign campaigns

Women have not identified themselves with the communication offered by some brands for some time. They do not agree to the stereotypical treatment of gender and considering their beauty only in terms of external appearance. Brands understand that the key to success is establishing relationships and building commitment, so changing the way you communicate was inevitable. Values ​​such as self-confidence, courage, the strength of motivation, and the impulse to act are gaining importance. Below are several foreign campaigns that have long used femvertising in their communication and are changing the way they communicate with women.

Dove - Real Beauty Sketches

Dove - Choose Beautiful

Always - Like a girl

This Girl Can

Courage Is Already Inside - Ram Trucks

Real Morning Report - Organic Balance

Femvertising in Poland

Femvertising is not so popular in the campaigns of Polish brands yet, but new projects are appearing systematically. An example is the campaign of Beauty and Independence of the AVON brand, which presents the consultant's full initiatives. The campaign aims to find or lead to a new, completely different definition of beauty and independence. An interesting and new example is the #lubiesiebie project by Under20. In a 4-minute video, two sisters answer what acceptance and self-confidence mean to them and what femininity means to them.

Avon - Beauty and Independence

Under20 - #lubiesiebie

Communication to women - what to focus on and what to watch out for?

Campaigns behind the idea of ​​femvertising move and engage the recipient. They speak straightforwardly and break taboos on many topics. New spots are supposed to stimulate our imagination and arouse emotions (often extreme). Women make up the majority of consumers, which is why producers turn to them.

When addressing women, the focus should be on:

• values ​​such as energy, motivation and self-confidence that convince more than inscribing in advance into specific patterns and roles,

• do not treat women as a homogeneous group - ladies of different ages, in different positions may have (and often have) completely different interests, so remember to take these factors into account when designing your brand communication,

• emotional communication is often more effective than hard data about a product. If a brand can be attributed with human characteristics and a personality, there is a good chance that a woman will identify with both the brand and the specific product.

What do women expect from a brand? Non-standard communication - devoid of stereotypes or often sexist texts. The era of the woman portrayed in the advertisement as the Polish Mother is over. Campaigns in the trend of femvertising build commitment, evoke real emotions and speak directly. They become liked and remembered - and isn't that what an effective marketing campaign is all about? '