2020 was a difficult year for everyone, particularly for women who were disproportionately impacted by pre-existing inequities and social dynamics. Despite these challenges, women were ready to show up for one another and they used our platforms to do so.
Relying on others is often seen as a weakness, but women are pushing against this perception and proving every day that they’re stronger when they come together.
The big idea behind this campaign was WOMEN x WOMEN. For Women’s History Month following COVID-19, Facebook wanted to highlight how despite the challenges women face, they were finding each other across Facebook’s apps - collaborating, creating progress and paths forward for generations to come.
Our main objective for this campaign was to demonstrate the collective power of women. In addition to showcasing women who had already found each other, the team agreed it was necessary to inspire more women to come together and collaborate through the work.
We made sure this was manifested throughout every step of the campaign: we tapped into a female director and an all-female post-production team, created a custom bracelet that supported independent female artisans in more than 10 countries, invited 6 female creators who had never met before to collaborate on bespoke content, and produced an original anthem track with a pop punk band whose members are all women of color.
Most importantly, we wanted to make sure that we always left the door open for the women in our audience to participate, from crowdsourced inspiration for song lyrics to hivemind interviews and AR filters.
The production process was complex due to COVID-19 restrictions, resulting in a fully remote shoot and post production. The goal of this campaign was to tell the stories of real women, so we had to make sure our talent was comfortable on set given the unusual circumstances.
As a result, the campaign brought together women of all ages, backgrounds and ethnicities to connect and build community across our platforms and beyond.
The WOMEN X WOMEN campaign achieved 89,070,547 total views between February 12, 2021 and March 31, 2021. Additionally, there were 56,432 engagements on our social content and 73,165 link clicks during this timeframe, demonstrating the relevance of this content to our audience and the collective power of women coming together and supporting one another on our platforms.
