[et_pb_section bb_built=”1″ _builder_version=”3.0.47″][et_pb_row _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″][et_pb_text _builder_version=”3.1.1″]<\/p>\n
In recent years, International Women\u2019s Day (March 8)<\/strong> has become a global social and political milestone; around the world, public declarations of feminism rise, citizenship initiatives take place and advertising campaigns focus on gender equality<\/strong>. But why? Is there a true sense of opportunity being created, or is this phenomenon merely opportunistic? In this paper, we examine this question through the lens of brand performance and from a marketing and communications perspective.<\/p>\n If public-facing actions are opportunistic, they will represent a legitimate initiative that tries to leverage the \u201cflavor of the month\u201d to quickly connect with a certain market segment, seeking to gain visibility in the short-term. If, however, there is a true \u201csense of opportunity,\u201d we find brands that consider International Women\u2019s Day a relevant opportunity to connect with those who already share their same values and purposes, both before and after the milestone. It goes beyond any one campaign or visibility activity, becoming instead an effort to improve both relationships<\/strong> with and corporate commitment to customers and other key groups.<\/p>\n The truth is, digitalization has made the path of opportunism more volatile and sterile than the alternative. Never before has news been so short-lived, nor distrust in advertising so widespread. Brands that truly seek to appeal to more and better customers through social communications on networks (which is not the same as communications on social media) know they must make an impression in their audiences\u2019 minds and hearts to turn them into brand promoters. They also know they cannot achieve this through mere declarations or short-lived campaigns, but only by taking persistent, coherent and consistent action<\/strong> in line with their brand purpose.<\/p>\n With this in mind, we sought to answer the question, \u201cDo brands talk to their customers about Women and Equality on social media?\u201d We analyzed digital data across nine countries in Latin America and Spain<\/strong> by:<\/p>\n In short, we tried to determine the degree of each brand\u2019s \u201csense of opportunity\u201d relating to Women and Equality.<\/p>\n Our results and conclusions were very interesting. We found cautious brands working in a context of social, political and cultural effervescence, but we also identified opportunities to manage risks and create valuable connections with current and potential customers<\/strong>. This data should be analyzed with advanced methodologies and, if possible, leveraged to help sincere companies carry out effective marketing and communication strategies.<\/p>\n [\/et_pb_text][et_pb_image admin_label=”Web 2″ _builder_version=”3.1.1″ disabled=”off” disabled_on=”on|on|” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/05\/grafico1_web_ENG-3.jpg” \/][et_pb_image admin_label=”Web 2″ _builder_version=”3.1.1″ disabled=”off” disabled_on=”on|on|” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/05\/grafico1_web_ENG-3.jpg” \/][et_pb_image admin_label=”Movil” _builder_version=”3.1.1″ disabled=”off” disabled_on=”||on” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/05\/grafico1_movil_ENG-3.jpg” \/][et_pb_text admin_label=”Marcas prudentes y activismo femenino” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n Based on an analysis of over 2.2 million social media conversations<\/strong>, in which some 430,000 actors participated and among which we have identified up to 32,000 influential spokespeople <\/strong>in nine countries in Latin America and Spain, we have come to the following conclusions:<\/p>\n <\/p>\n The following LLYC professionals<\/strong> cooperated in this study: Alejandro Mart\u00ednez, Digital Area and Consumer Engagement Director in Argentina; Diego Olavarria, Digital Area Manager in Brazil; Nestor Leal, Digital Area Director in Chile; Diana Isabel Carreazo, Digital Area Director in Colombia; Carmen Gardier, Senior Digital Area Director in the Andean Region; Maria Obispo, Digital Area Director in Spain; Luis Fer Martinez, Digital Area Director in Mexico; Giuliana Venutolo, Digital and Consumer Engagement Areas Director in Panama; and Pamely Hernandez, Senior Digital Consultant in the Dominican Republic.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section bb_built=”1″ _builder_version=”3.0.47″][et_pb_row _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″][et_pb_text _builder_version=”3.1.1″] In recent years, International Women\u2019s Day (March 8) has become a global social and political milestone; around the world, public declarations of feminism rise, citizenship initiatives take place and advertising campaigns focus on gender equality. But why? Is there a true sense of opportunity being created, […]<\/p>\n","protected":false},"author":4,"featured_media":57295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-57294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\n\n
Cautious brands and feminist activism<\/span><\/h1>\n
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