Women’s Equality Day: The Best Empowering Marketing Campaigns

August 24, 2018 Charlene Sterphone

To celebrate Women’s Equality Day on August 26, we’re taking a look at some of the most empowering marketing campaigns we’ve seen. From health products to clothing, brands are producing raw and uplifting campaigns to help women feel comfortable in their own skin, no matter what that skin looks like.

Always: #LikeAGirl

To empower young women and fight stereotypes, Always released their #LikeAGirl campaign in 2014. 80% of girls feel societal pressure to be perfect drives a fear of failure, and half of girls feel paralyzed by this fear. So Always took the opportunity to create a campaign that would boost both morale and business. From young girls to grown women and from athletes to artists, woman of all ages, backgrounds and interests are showcased in the campaign. Any female consumer can connect with #LikeAGirl.

With more than 30 videos crafted to uplift women and push boundaries, Always’ #LikeAGirl has reached millions of individuals around the world. View their first video below.

Dove: Real Beauty

Founded in 1955, Dove has been a consumer favorite for body wash, shampoo, lotion and deodorant. Known for their uplifting marketing campaigns, Dove launched their campaign for “Real Beauty” in 2004 and continues the popular marketing strategy today. The campaign began with billboards in Europe but has since evolved to TV spots and videos. Their Real Beauty campaign is just one of the many initiatives Dove takes to help women reimagine their identities without linking themselves to stereotypical female descriptions.

Dove partnered with Mindshare Denmark to change the way women view themselves and the way the world views women. The duo took over a stock photo library and redefined the results for the search term “beautiful woman.” See what happened below.


Aerie, a lingerie and loungewear brand, first launched their #AerieReal campaign in 2014. The brand, owned by American Eagle, challenged the supermodel body type ideals that many other lingerie brands produce. Aerie began eliminating Photoshop from the creation of their ads and has since featured real women instead of models.

The #AerieReal campaign proudly features stomach rolls, wrinkles, cellulite and many “imperfections” women often feel pressured to diminish. With their body positive campaign, Aerie saw a 20% increase in sales during the first year it ran. This success proves challenging society’s definition of beauty can be beneficial. By promoting all body types, Aerie wants “every girl to feel good about who they are and what they look like, inside and out.”


How do you get a perfect bikini body? Put a bikini on your body. #AerieREAL

A post shared by aerie (@aerie) on

By deleting Photoshop from their computers and using photos of women working and playing sports, brands like Aerie and Always have redefined what it means to be a beautiful woman. They are showing that empowering women leads to marketing and business success.

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About the Author

Charlene Sterphone

Charlene Sterphone, Director of Marketing A focused and highly motivated creative thinker, Charlene Sterphone develops, executes and reports on strategic marketing programs surrounding lead generation, paid search, email, social media, mobile targeting, SEO and compliance as Director of Marketing for Digital Media Solutions (DMS). Throughout her diversified marketing career, Charlene has spent time in both the agency and direct corporate and start-up settings, including positions at Sparkroom, Education Dynamics and CBS Corporation, where she has seen success with digital and traditional marketing campaigns. As an analytical marketer, Charlene enjoys discovering new and innovative tools and techniques and using them to drive growth.

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