Goal
TueNight* needed support with a two-week campaign focused on amplifying stories from Gen X women about ageism and pay inequity in the workplace. Their goal was 200,000 impressions, and a lot of women inspired to share their own stories.
Strategy
We designed a strategy that would meet Gen X women where they are on multiple platforms and through a spectrum of mediums, focused on stimulating conversation between women online.
Authenticity Matters
We elevated existing TueNight* contributors and audiences to share their own stories online and during a live event.
Ambassadors Over Influencers
We focused on bringing people into the work who had a real connection to the campaign. A partnership between TueNight* and Disrupt Aging also engendered trust and credibility.
Use the Right Platforms
Engagement and commenting were strongest within the ambassador posts and TueNight* social media, especially on Instagram and TikTok.
Trust the Experts
Based on the level of sharing and personal stories, it’s clear the content resonated with Gen X women who were enthusiastic about sharing their own, highly-personal stories.
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