Yours Truly Contacts
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|Babak K.||Co-Founder & Creative Director||CA|
Female Media Opps: Girls Who Code launches campaign for International Day of the Girl amid digital increases (Score 62)
Update: Yours Truly for a digital visual album promoting International Day of the Girl (October 11). Sisterh>>d is a culmination of videos appearing on their social media pages and features Lizzo, Tiffany Gouche, Madame Gandhi, Sasheer Zamata and Aparna Nancherla.
Since International Day of the Girl has already passed and all of the videos have released, it's likely too late to secure revenue. However, keep on GWC's radar for similar initiatives that are likely to drop in the future. Women's History Month is March and International Women's Day is March 8, both of which are a lot closer than they seem. Then, focus on securing year round revenue since GWC doesn't have a top spending period. They target young girls who may interested in learning how to code, as well as those who may be willing to give charitable donations.
In early August, for the first time since Q2 2016, GWC began to invest in digital display (per Pathmatics). The effort, one ad placed direct (100%) onto aurorasentinel.com, totaled $400. While that is small, it is likely GWC will continue to invest in the medium under newly-appointed CMO Deborah Singer, so make sure you're keeping on them for revenue.
Agency & martech readers -- Yours Truly seems to have only been tapped for this one project, so keep pushing for work under Singer. It will likely be project-based in a similar vein to this campaign.
Below was originally published 8/3:
Girls Who Code (GWC), the non-profit aiming to increase the number of women in computer science, promoted Deborah Singer to CMO, effective as of July. Singer began working with GWC in September 2015 as VP of marketing and communications, but most recently served as general manager of Girls Who Code Campus. Prior to her tenure at GWC, she was VP of marketing and communications at Lulu.
In addition to Singer, GWC hired Tania Zaparaniuk as senior PR and communications manager, formerly associate at West Wing Writer: Speechwriting to Strategy, effective as of January; Ashley Gramby, formerly global account supervisor at MullenLowe, as senior marketing manager, effective February; and Nicole Daniel as marketing associate, formerly a client staff assistant at Burson-Marsteller, effective June.
Although this CMO hire seems more like a promotion for a job well done rather than a huge sign agency changes are imminent, the other new marketing personnel bolster this account and show the focus GWC is placing on their marketing efforts. Therefore, begin reaching out to see what work you can secure. in 2016, so you may find them among your competition. As far as we can tell, no one is currently on their accounts.
Channels include social media, earned media and experiential. I would not expect much digital because, according to Pathmatics, GWC only ran through digital display in Q2 of 2016 and the spend for only totaled $13,500. Ads were primarily placed direct (75%) and top ad destinations included rivals.com, answers.yahoo.com, finance.yahoo.com, forums.rivals.com and msn.com.
GWC targets young girls who may interested in learning how to code, but it also targets those who may be willing to give charitable donations to support the cause. So, sellers who can reach either of those demographics, or both of those demographics, should have an advantage securing revenue. There is no top spending period.