Why Representation in Digital Marketing Matters

Did you know that inclusive portrayals of people in advertising can increase brand loyalty and engagement, resulting in a 3.5% boost in short-term sales and up to 16.3% in long-term growth (Valeria Piaggio, 2024). Despite this, women remain underrepresented in advertising and media. International Women’s Day is more than just a celebration, it’s a moment to reflect on how industries, including digital marketing, influence gender representation. Campaigns that highlight women’s achievements and address inequalities drive real change. 

Today, we’re looking at three successful digital marketing campaigns that effectively showcased women’s voices and why representation matters in this space.

1. Nike – “Dream Crazier” (2019)

Serena Williams for Nike via thedrum.com

YouTube link: https://youtu.be/zWfX5jeF6k4?si=0Msq3-XWGu0XKTYL

Nike’s Dream Crazier campaign, narrated by Serena Williams, tackled the stereotypes female athletes face. It challenged the idea that women showing emotion in sports are “too emotional” or “crazy,” while men displaying the same passion are called “leaders.”

Nike’s approach wasn’t just inspiring, it was backed by numbers. Studies show that women’s sports receive only 5.4% of total sports media coverage (Ruh, 2024), despite growing audiences and participation.

2. Mercedes-Benz – “Be One of Many” (2023)

www.mercedes-benz.com

YouTube link: „Be one of many“ | International Women’s Day

In 2023, Mercedes-Benz launched the “Be One of Many” campaign to promote equal opportunities for women. The campaign featured a powerful video narrated by a young girl, emphasizing the importance of gender equality and representation. The narration highlights the journey towards equality, stating, “We are not fighting for a female future. We are fighting for a future where labels don’t matter.” ( Brand Champions, 2024). The video showcases women from various professions, breaking stereotypes and inspiring future generations.

Mercedes-Benz has set a goal to have 30% of women in senior management positions worldwide by 2030, with the current share at almost 26% (Mercedes-Benz Group, n.d.). This commitment underscores the brand’s dedication to fostering an inclusive environment. 

3. Barbie – “#MoreRoleModels” (2018)

Barbie’s More Role Models campaign introduced dolls based on real women in history, scientists, athletes, and activists, to inspire young girls beyond traditional beauty standards. 

The More Role Models campaign generated over 3.9 billion global impressions, surpassing benchmarks by an impressive 290%. It secured coverage in more than 3,300 media stories, with 86% of the sentiment being positive or neutral worldwide. On social media, the campaign video alone garnered 8.49 million impressions across Facebook and Instagram in the U.S (#MoreRoleModels – the Shorty Awards, n.d.).

This initiative reflects a crucial trend in marketing: visual representation matters. Research indicates that 86% of US moms worry about the type of role models their daughters are exposed to (Lockley, 2018), underscoring the importance of inclusivity in marketing strategies. 

Why Representation in Digital Marketing Matters

The impact of these campaigns goes beyond advertising, they shape how people see themselves and the possibilities available to them. When women and diverse voices are authentically represented, it doesn’t just reflect reality, it creates it. Marketing is a powerful tool for change, and brands that embrace inclusivity are not only driving social progress but also building deeper connections with their audiences. Women influence 70-80% of consumer purchasing decisions (Carter, 2024), yet they are often underrepresented in media and marketing. Ignoring their perspectives means missing out on a powerful economic force.

By championing authentic stories, showcasing real role models, and breaking outdated stereotypes, digital marketing has the ability to inspire future generations, shift mindsets, and create a world where everyone sees themselves reflected in the media they consume. 

Representation isn’t just a checkbox, it’s the foundation of a more inclusive and successful future.

Want to create digital campaigns that highlight diversity and equality? Click here to see how we can help amplify your brand’s message.

References

Valeria Piagio (2014.). Inclusive marketing: A challenge worth every effort | Opinion | Research live. Research Live. https://www.research-live.com/article/opinion/inclusive-marketing-a-challenge-worth-every-effort/id/5133133

Ruh, A. (2014). Women’s sports are lacking the attention levels they deserve. Kaneland Krier. https://kanelandkrier.com/opinion/womens-sports-are-lacking-the-attention-levels-they-deserve/#:~:text=A%20study%20shows%20that%20women’s,TV%20stations%20or%20radio%20stations.

Champions, B. (2024, March 29). Driving Diversity: Mercedes’ “Be one of many” Campaign Redefines Success. https://www.linkedin.com/pulse/driving-diversity-mercedes-one-many-campaign-8pmve?utm_source=share&utm_medium=member_ios&utm_campaign=share_via

Mercedes-Benz Group. (n.d.). Women at Mercedes-Benz: More women in senior management positions. | Mercedes-Benz Group. https://group.mercedes-benz.com/sustainability/people/diversity/advancement-of-women.html#:~:text=Management%20positions%20for%20qualified%20women%3A&text=Our%20aspiration%20is%20clear%3A%20We,31%2C%202024).

#MoreRoleModels – The Shorty Awards. (n.d.). https://shortyawards.com/3rd-socialgood/morerolemodels

Lockley, F. (2018, March 8). The response to Barbie’s ‘role model’ dolls on International Women’s Day has been perfect. Canary. https://www.thecanary.co/global/2018/03/08/response-barbies-role-model-dolls-international-womens-day-perfect/Carter, S. (2024, March 7). Who runs the world? Women control 85% of purchases, 29% of STEM roles. Forbes. https://www.forbes.com/sites/digital-assets/2024/03/07/who-runs-the-world-women-control-85-of-purchases-29-of-stem-roles/