In the dynamic worlds of design and marketing, women have been instrumental in shaping groundbreaking campaigns that captivate audiences and drive meaningful change. From challenging stereotypes to championing inclusivity, their creativity and strategic vision have transformed how brands connect with consumers. In fact, some of the most successful design and marketing campaigns are led by women, celebrating their achievements and exploring their impact. 

Top Marketing Campaigns Led by Women

Here are some of the top marketing campaigns that were spearheaded by women:

  1. Dove’s Real Beauty Campaign

One of the most iconic marketing campaigns spearheaded by women is Dove’s Real Beauty Campaign. Launched in 2004 by Ogilvy & Mather and led by Shelly Lazarus, the campaign aimed to challenge traditional beauty standards by celebrating diversity and promoting self-confidence among women. Through powerful advertisements featuring women of all shapes, sizes, and ethnicities, Dove sparked a global conversation about beauty and self-esteem, inspiring millions worldwide, added Shelly to the list of the top 100 TIME finalists of 2008.

  1. Always’ #LikeAGirl Campaign

In 2014, with the leadership of global brand director Fama Francisco, Always launched the #LikeAGirl campaign to combat the negative connotations associated with the phrase “like a girl.” By redefining it to represent strength, confidence, and empowerment, Always encouraged girls to embrace their abilities and defy societal stereotypes. The campaign’s viral video struck a chord with audiences, igniting a movement that continues to empower girls and young women worldwide.

  1. Under Armour’s I Will What I Want Campaign

Under Armour’s “I Will What I Want” campaign, led by former CMO Leanne Fremar, defied industry norms by featuring female athletes who challenged expectations and pushed boundaries. Through captivating storytelling and compelling visuals, the campaign celebrated the resilience and determination of women in sports, inspiring audiences to pursue their goals fearlessly. By showcasing authentic stories of strength and perseverance, Under Armour connected with female consumers on a deeper level, driving both brand loyalty and sales.

  1. HelloFlo’s Period Power Campaign

HelloFlo, a startup founded by Naama Bloom, disrupted the feminine care industry with its Period Power campaign, challenging taboos surrounding menstruation and offering innovative products tailored to women’s needs. Through humorous and relatable content, HelloFlo addressed period-related issues with honesty and humour, empowering women to embrace their bodies and break the stigma surrounding menstruation. The campaign’s authenticity and inclusivity resonated with audiences, establishing HelloFlo as a trailblazer in the menstrual health space.

  1. REI’s Force of Nature Campaign

Building on the success of #OptOutside, REI launched the Force of Nature campaign, led by former CMO Ben Steele and designed to make the outdoors more inclusive and accessible to women. Through partnerships, events, and storytelling, REI highlighted the achievements of female adventurers and outdoor enthusiasts, inspiring women of all backgrounds to explore nature and pursue their passions. By championing diversity and representation in outdoor media, the Force of Nature campaign has played a pivotal role in empowering women to embrace the great outdoors.

Women Leading by Design

Women have always been at the forefront of design, and this is best illustrated by these campaigns that showcased their impactful imagination and eye for detail: 

  1. The “Love Has No Labels” Campaign by Ad Council

Led by Chief Creative Officer Lisa Sherman, the “Love Has No Labels” campaign is a powerful example of how design can promote social equality and inclusion. Through a series of captivating videos and interactive experiences, the campaign challenges biases and stereotypes, encouraging audiences to recognise the beauty of diversity and embrace love in all its forms. By harnessing the power of design to evoke empathy and provoke thought, the “Love Has No Labels” campaign has sparked a global conversation about acceptance and belonging.

  1. The “Fearless Girl” Statue by State Street Global Advisors

Commissioned by Chief Marketing Officer Stephen Tisdalle and designed by artist Kristen Visbal, the “Fearless Girl” statue became an iconic symbol of female empowerment and gender diversity in the workplace. Placed facing the Charging Bull statue on Wall Street, the bronze sculpture embodies courage and resilience, inspiring women and girls worldwide to pursue their dreams fearlessly. With its powerful visual impact and strategic placement, the “Fearless Girl” statue continues to advocate for gender equality and representation in corporate leadership.

  1. The “Change the Ref” Campaign by Alma

Led by Executive Creative Director Michelle Headley, the “Change the Ref” campaign is a poignant example of design activism aimed at addressing gun violence in America. Inspired by the tragic loss of their son Joaquin in the Parkland school shooting, Manuel and Patricia Oliver partnered with Alma to create impactful visuals and installations that demand action and accountability from policymakers. By harnessing the emotional power of design to amplify their message, “Change the Ref” has become a powerful force for change in the fight against gun violence.

  1. The “This Girl Can” Campaign by Sport England

Led by former Director of Business Partnerships Tanya Joseph, the “This Girl Can” campaign challenges stereotypes and empowers women of all shapes, sizes, and abilities to participate in sports and physical activity. Through bold typography, vibrant colours, and authentic imagery, the campaign celebrates the diversity and strength of women in sports, encouraging them to overcome barriers and embrace their true potential. With its inclusive and empowering message, “This Girl Can” has inspired millions of women to actively pursue their passions without fearing judgment or criticism.

  1. The “Unsung Heroes” Campaign by Amnesty International

Designed by Art Director Ana Castro and Copywriter Sara Phillips, the “Unsung Heroes” campaign sheds light on the courageous individuals who risk their lives to defend human rights worldwide. Through striking portraits and compelling stories, the campaign honours the bravery and resilience of human rights defenders, inspiring others to join the fight for justice and equality. Using design to elevate the voices of those often overlooked or marginalised, “Unsung Heroes” has sparked global awareness and support for Amnesty International’s mission.

Final Thoughts

These successful design and marketing campaigns led by women have driven business success, sparked meaningful conversations, and catalysed social change. By challenging stereotypes, championing inclusivity, and empowering women to embrace their strengths, these campaigns have reshaped the marketing landscape and inspired generations to come. As we celebrate the achievements of these trailblazing women this Women’s Day, let us continue to support and amplify their voices, driving progress and fostering a more inclusive and equitable society.

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