Brands like Tiffany & Co. and Nike are promoting women’s empowerment to push their brands forward in China. The recent trend of stars espousing the feminist cause and encouraging a more explicit feminist agenda is something that has sparked debate among young people around the world, and China is no exception.
Artists such as Taylor Swift are adored by teenage boys and girls, evidenced by the fact that she managed to sell out three consecutive nights at the Mercedes Benz Arena in Shanghai this week. Brands like Nike are using messages of female empowerment to launch their multimedia campaigns such as its Better For it Campaign.
Drawing on this theme, Tiffany & Co. has tried to rejuvenate the brand and add a layer of meaning to their campaigns along the way. A company traditionally associated with black and white films and ostentatious jewelry can only survive if it caters to a younger audience. This is precisely what Tiffany & Co.’s ‘Unlock the Possibility’ Campaign was hoping to achieve.
Tiffany & Co. chose three women. The first is Li Na, the first Chinese tennis player to win a major championship. The second was Zhang Ziyi, having appeared in Memoirs of a Geisha and House of Flying Daggers, is a perfect way of cutting across segments of the population. The third one is Li Yuchun, the winner of the second season of Super Girl in 2005, and one of the most popular celebrities in China.
Tiffany launched a full cult of personality variety of media outlets to show off the achievements of these women, featuring microfilms, their bios and portraits painted by Yu Hong.
Global brands pushing the message of empowerment –however cynical and self-promoting this may be – can help reverse gender trends in every corner of the world. Or can they? Let us know what you think. Before you do, make sure to check out the Resonance China report on Tiffany’s marketing strategy in China, it’s worth a read.