Brawny’s incorporation of influencers in their #StrengthHasNoGender campaign
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By: Liza Peiffer
Female empowerment posts flooded the internet yesterday for #InternationalWomensDay. Many brands were able to take advantage of the event and the high volume of posts that it brought to the world of social media. Brawny capitalized on the conversation with the launch of their ‘Strength Has No Gender’ campaign.
Brawny, a company who represents the strength of their product through a male lumberjack, sought to expand their image by using a female icon on their product. Their website also commemorates strong women in history and explains their vow to have the “Brawny Man” replaced by a woman in honor of Women’s History Month.
In order to share their support for the day, and of course bring recognition to their brand, Brawny used strong female influencers to promote their new campaign. Serena Williams was just one of the women chosen for this campaign. She and her sister Venus shared photos of themselves with a caption using the hashtag #StrengthHasNoGender and a mention the Brawny brand.
Clair Marie, also known as ‘thebasegirl’ on Instagram, shared a video of mentioning Brawny’s campaign and what it means to be involved in the iniative. The video (below) provides her audience with a realistic, empowering post that also highlights the brand.
Brawny is smart to take advantage of International Women’s Day by involving themselves in an important conversation and promoting their porduct in non-traditional advertorial way. By using strong females such as the Williams sisters and Clair Marie, Brawny is able to connect closely with the audiences of these women while showing their support for International Women’s Month.
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