Femvertising: Discover the 6 Most Important Rules for Communicating to Women

It is hard not to notice that more and more ads are being created with women in mind. Marketers are seizing the opportunity, and femvertising is winning the hearts of millions of female consumers. But how do you create an effective ad aimed at the fair sex?

According to PBI research conducted in November 2017, as many as 13.5 million women in Poland use the internet. Companies are not indifferent to such high levels of women's engagement with the online world. To better reach female consumers, companies are adapting their messaging and even modifying products with women in mind.

What is Femvertising?

What is Femvertising?

"The term Femvertising, meaning communication aimed at women, appeared in 2014 and took the advertising world by storm. In Poland it is only slowly gaining momentum, but in the United States we can admire a real explosion of advertising creations that reach women with their message, addressing their problems and building in them a sense of strength and agency. The idea undoubtedly sounds noble, but let us not forget that ads exist to sell. And femvertising has become a money-making machine for many companies that have successfully focused on the fair sex," comments Aneta Głowala from the interactive agency KERRI.

The future is in women's hands

The future is in women's hands

"It should come as no surprise that women eagerly reach for products that portray them in a positive light in their ads," adds Głowala. Research conducted by SheKnows shows that as many as 52 percent of respondents bought a product for this reason alone. The validity of turning to women is confirmed by research conducted by E&Y, according to which, as early as 2028, women will control 75 percent of spending."

What do contemporary women expect from brands?

What do women expect from brands?

The 21st century is a time when women also set the rules. Advertisers should take into account that most contemporary women do not identify with the role of keeper of the hearth. They feel closer to the terms superheroines or simply beautiful people portrayed in a positive light. It is such ads that respond to their needs and, as a result, sell much better.

Many companies decided to use femvertising in their marketing strategies. A great number of ads in step with the times have been created, aimed directly at women. Some were undoubtedly overwhelmed by the task and failed. Fortunately, there are several brands on the market that perfectly understood how to tell a story so that the product would interest female customers.

Can every brand use femvertising?

Can every brand do it?

According to research conducted by SheKnows, as many as 83 percent of respondents believe that every company can authentically establish a presence in the pro-women sphere.

By analyzing commercials that can boast success, it is possible to single out a few valuable tips.

1. Show real beauty

Women appreciate showing their true face much more. Using the image of models does not bring as many benefits as presenting the figures of women encountered on the streets every day. All women have hidden beauty within them, as the company Dove has been convincing us for several years. The Real Beauty campaign confirmed that female consumers are more willing to reach for products in ads promoting people similar to them.

 

2. Do not treat women as objects

Women's nudity contributes less and less to sales quality. According to SheKnows research, as many as 94 percent of respondents believe that presenting women as the embodiment of sex is harmful. Nevertheless, many brands still believe that nudity sells best. The #WomenNotObjects campaign, among others, took a stand against the stereotypical treatment of the fair sex, bluntly showing what women think about such primitive treatment.

 

3. Give strength

Want to win in the eyes of your female customers? Show women that you believe in them. Promote the fair sex as a strong, self-confident species capable of achieving planned goals. A good example of a campaign showing that women can truly do anything is the spot "The Girls Can." It is not without reason that the message used the sports slogan "Sweating like a pig, feeling like a fox." Once again, flawless appearance takes a back seat; fulfilling dreams becomes the most important thing, and the sweat running down the face adds distinctiveness and authenticity.

 

4. Destroy stereotypes

Everyone has surely heard the phrase "Stop, don't be like a girl!" at some point. But what actually lies behind this expression? The #LikeAGirl ad created by the Always brand tries to show the true meaning of this comparison. Always's pioneering spot, fighting against the negative comparison to women, is one of the better examples of using Femvertising in advertising. The excellent combination of product and the issue being addressed hits women's hearts, regardless of age.

 

5. Prove understanding and show the truth

Companies that think the only problem of contemporary women is too few clothes in the wardrobe, and whose main goal is to lose a few kilograms by summer, put themselves in a losing position from the start. The best-performing ad spots are those that show an understanding of the needs of their consumers. The brand Organic Valley met these requirements. The spot "Real Morning Report" humorously shows what the mornings of millions of women really look like - extreme pace, multitasking and irritation.

 

6. Look to the future

The key to success in Femvertising is undoubtedly reaching the right target group. Microsoft created the "Girls Do Science" project with the youngest girls in mind. The ad's creators look to the future and encourage teenagers to recruit in... 2027. The SheKnows report says that as many as 81 percent of respondents believe that positive advertising messaging is extremely important for adolescent girls, while 71 percent believe that brands should feel responsible for creating positive messaging toward women.

 

When addressing women, remember that:

1. Emotional communication is often more effective than dry facts. Give the brand a personality and human traits that women can identify with.

2. The fair sex is not a homogeneous group; women differ from one another in many respects, such as taste or interests.

3. Promote self-confidence, motivate and add energy. Avoid repeating patterns and standard communication filled with stereotypes.

 

Campaigns in the femvertising vein speak directly, which is why they effectively engage female consumers, evoke real emotions, are authentic, and consequently become liked and, above all, remembered.

Summary

Femvertising is not a passing fad, but an effective business strategy appreciated by female consumers around the world. Campaigns such as Dove's "Real Beauty," Always's #LikeAGirl or Microsoft's "Girls Do Science" project show that the key to success is authenticity, respect and understanding of women's needs. Research confirms that positive advertising messaging is of enormous importance: as many as 83 percent of respondents believe that every company can authentically act in the pro-women sphere, and 81 percent emphasize the importance of such content for adolescent girls. Brands that focus on emotions, real beauty and breaking stereotypes not only build loyalty, but also genuinely increase sales.