brands like beyonce - social media, advertising, celebrity and feminism

Brands Like Beyoncé | #BrandsLikeBeyonce The intersection of feminism, brand marketing and celebrity

@sarahjanecass & @louisedoherty | Bestiversity @ Bestival 2014

#BrandsLikeBeyonce

Being a feminist is cool again!

#BrandsLikeBeyonce

Campaigns create community on social media

Lean In: #BanBossy

#BrandsLikeBeyonce

Community + tech = highlighting inequality

#BrandsLikeBeyonce

Publishers are starting to notice…

#BrandsLikeBeyonce

#BrandsLikeBeyonce

And so are brands. Big brands.

#BrandsLikeBeyonce

Always: #LikeAGirl

#BrandsLikeBeyonce

Under Armour: #IWillWhatIWant

#BrandsLikeBeyonce

Pantene: #ShineStrong

#BrandsLikeBeyonce

Is adland’s brand of feminism helpful?

Highlighting ‘harmless’ language has consequences

Shows skill should be more important than gender

Points out practical changes you can make

Affinity with characters, and awesome role models

Aren’t you just trying to flog me sanitary towels etc?

I’m not allowed to apologise now?

So glad men will still hug me in bed though!

Did I need permission to defy convention?

My own words are the root of inequality?

!

#BrandsLikeBeyonce

Brands’ feminism is flawed, like Beyoncé

#BrandsLikeBeyonce

Do Beyoncé’s feminist flaws matter?

#BrandsLikeBeyonce

Dispute the methods… but REACH

“A word with a complicated history reclaimed by the most powerful celebrity in the world. And then she projected it — along with its definition […], into the homes of 12 million unassuming Americans. Beyoncé would become the subject of two-thirds of all tweets about feminism in the 24 hours after her appearance….

“No, you don’t have to like the way Beyoncé writhes around in that leotard […] but whether you like it or not, she’s

accomplished what feminists have long struggled to do: She’s reached the masses. “Sure, it’s just the VMAs,” says

[Jennifer] Pozner. “… through her performance millions of mainstream music fans are being challenged to think about

feminism as something powerful, important, and yes, attractive.”

http://time.com/3181644/beyonce-reclaim-feminism-pop-star/

#BrandsLikeBeyonce

Flawed, but fantastic

Global brands might be jumping on the feminism bandwagon, with cynical ‘women’s messaging’ ad campaigns flogging

female products, using debatable definitions of feminism and solutions we might not like…

!… But you cannot argue with reach. That brands are putting

significant budget behind these campaigns means more opportunities for non-feminists eyes to be opened to how gender

roles shape society, and disadvantage men and women. !

Whether it’s brands or Beyoncé embracing feminism, it can only be a good thing. !

!Their voices plus our voices multiplied by the unstoppable force

of social media mean that feminism is BACK, in a big way.

#BrandsLikeBeyonce

What can you do?

Check out The Telegraph’s Wonder Women & Guardian’s

Women section !

Hunt down and share these ad campaigns on

your social networks

Follow our #BrandsLikeBeyonce Twitter list of awesome

women

Sign the No More Page 3 Petition (and buy a tee, especially

this one)

Stop saying sorry…!

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3. 4.

5.

#BrandsLikeBeyonce

Reach! We’re BACK

@sarahjanecass & @louisedoherty