NowThis Her celebrates
brave, ambitious women
that inspire real people
to push boundaries and
redefine stereotypes.
CAMPAIGN GOALS
NowThis Her launched on Facebook & Instagram in the weeks before the 2016 election with a clear focus on what it means to be a woman in the world right now.
Our goal is to go deeper than the typical women’s issues in media of fashion, beauty and dating, and instead highlight stories of empowerment, women’s health and reproductive rights, women in politics, confidence, equality and the real challenges women face every day.
We knew these topics resonated with our audience and could sustain a new channel after seeing stories on these topics consistently as high performing content on other channels — plus, they were stories and topics core to our brand that we believe in.
CHALLENGES
— Launch a Facebook vertical targeting women in a highly competitive space with a unique point of view
— Garner an audience with great content that is specific and unique to us.
— Stand out amongst the noise on female-focused issues and topics
— Gain traction around topics and stories that get less attention in women’s media.
GETTING RESULTS
By highlighting topics that garner less attention in traditional women’s media — especially on social — we gave our audiences meaningful, engaging, actionable stories to share which was boosted by the political and cultural climate of late 2016 and 2017.
In 3 months
-
100% growth
-
50M views / month
-
225,000 followers
In 12 MONTHS
-
94M video views
-
1M followers
