The campaign we ran at the beginning of this year, Equality Is Everyone’s Business, taught us a lot. Launching a campaign while building out a new brand system while still executing on business as usual is a lot. Here’s what we found out:
🔆 What worked/good on us 🔆
- We kept things interesting and factual; avoided divisive/blame language (only talking about the problem to get to the solution) — Jake (Future Super copywriter)
- We worked on building a foundation that means it makes sense for us going forward to talk to gender inequality — Mariela (Future Super Social Media Specialist)
- This campaign showed it’s possible to launch a campaign where we (essentially) had no creatives in house; we are able to do more as a team than on our own — Amanda (Future Super Head of Creative)
- The EIEB page (1,346) has seen more hits in the past month than our Impact Report (832) has since we published it a year ago: translating our advocacy and impact activities into engaging content gets it out there more —Grace (Future Super Chief Marketing Officer)
- 6 companies changed the way their policies affect employees — that’s thousands of people affected simply because we ran this engagement —Amanda (Future Super Head of Creative)
- The media we spoke to loved it: commended the content, visual appearance; we did a great job of communicating some really complex data — Alana (Future Super Account Executive, Sling & Stone)
⚠️ What didn’t work/what was missing ⚠️
- Barrier to entry was higher because of the nature of the campaign, that meant lower engagement from public — Jake (Future Super copywriter)
- We haven’t done a lot of public work in this space before so it may not have been clear as to why we were speaking on this: people don’t necessarily think of an ethical super fund as advocates for gender equality — Mariela (Future Super Social Media Specialist)
- Advocacy is complex & our strategy tried to be twofold, but multiple CTAs were complicated — Amanda (Future Super Head of Creative)
- Topic was too real and hard hitting for current news cycle (fires, floods, corona virus, domestic and family violence) — Alana (Future Super Account Executive, Sling & Stone)
- Marrying two teams (Impact x Marketing) was essential, but I failed to make my expectations of how we would work together clear — Amanda (Future Super Head of Creative)
💭 What’s possible for next time 💭
- Build up campaign champions to talk about internally and externally — Mariela (Future Super Social Media Specialist)
- Internal launch parties for our campaigns — build the spirit of them among the staff and bring the whole business into every campaign — Grace (Future Super Chief Marketing Officer)
- Look to getting more inclusive data (less binary, less white, less able, etc.) — Mariela (Future Super Social Media Specialist)
- Do a better job of celebrating the work! It felt like the business didn’t know the real impact of this work — it would be great to have daily updates, celebrating, rituals — Amanda (Future Super Head of Creative)
- Work on bridging the gap on the super/gender link and work in an inherent news angle/cultural moment: for “why now?” — Alana (Future Super Account Executive, Sling & Stone)
