As we watched Emma Watson's U.N. Speech yesterday which promoted the important #heforshe campaign, we were firstly very moved. If you haven't watched it, we encourage you have the experience. This movement should be shared worldwide as quickly as possible.
Our second thought was, "Wow. The power of great branding behind a movement can make a world of difference." By simply searching the #heforshe hashtag online, you will undoubtedly be impressed with the massive impact that this movement has taken in just a few short months. How did this happen? How can one video be viewed by tens of thousands of eyes in a single day? It takes great preparation, and spot-on branding.
So, how did U.N. Women prepare for this massive explosion of a movement:
- Develop a simple, but memorable #hashtag. The hashtag must be one that has not been used before, is short yet still meaningful, and is displayed across all marketing channels. Kudos to the team who chose #heforshe.
- Bring on a well-known, like-able (or lovable, in Emma's case) spokesperson to speak publicly about the movement. Film high quality video of these events, like U.N. Women did.
- Put together a great team of staff and campaign partners. The U.N. Women team are obviously top notch marketers, and they've brought on well-known campaign partners like Barclays and J.P. Morgan. Choosing campaign partners that have substantial followings themselves will help to amplify the movement.
- Create an awesome landing page or full website where visitors can find simple instructions on how to take action. U.N. Women did a great job staying on top of website trends with their #heforshe website here.
- Create a uniform social media presence for the movement in advance, then ramp up excitement for the big reveal. U.N. Women created Facebook, Twitter, Instagram and YouTube pages.
- Give supporters an easy way to share. In this case, supporters are simply writing #heforshe on a piece of paper, taking a photo of themselves and posting it online. See one example of thousands below. U.N. Women representatives even visited some international events during the ramp-up period, like the World Cup. They carried #heforshe signs and took photos of people holding the sign in support. Grassroots efforts like this are usually necessary.
- Lastly, you must have a genuinely thoughtful and empowering movement. You can have all of the other qualities above, but without a message that people will feel good supporting, the efforts won't go far.
Preparing to launch an international movement is not an easy task. Months of preparation and planning are required, along with exquisite team members. In the end, making the world a better place is always worth the work.