With a noticeable increase in ads aimed toward empowering females and challenging gender stereotypes, this could very well be the year of the woman in the eyes of advertisers. So far in 2015, we’ve seen several companies take part in the femvertising marketing approach, connecting with TV audiences while earning brands recognition and massive online attention. These ads prove major success for brands as they land among their most effective spots for the year.
We first noticed this influx a couple months ago when iSpot.tv CEO Sean Muller explained why this method of advertising is so effective in a Forbes guest column. A few months later, we noticed the return of a familiar ad making headlines.
Tuesday night, Proctor and Gamble-brand Always earned a PR Grand Prix award for its “Like a Girl” campaign at the Cannes Lions festival. In late June 2014, Always posted its “Like a Girl” commercial on YouTube where it went viral and later made its TV debut during Super Bowl XLIX.
In addition to becoming newsworthy, femvertising ads, particularly from Lane Bryant and Pantene, stirred up a bit of controversy by challenging societal norms of how women should look and behave.
Here are the top five best performing femvertising ads by online views in 2015 so far:
#5 Dick’s Sporting Goods: “Choices: Who Will You Be”
Where it ranks in 2015: “Choices: Who Will You Be” is Dick’s Sporting Goods’ most effective ad and is the top spot ranked by iSpot.tv’s Digital Share of Voice.
National Airings: 42
Online views: 1.2 million
Social Interactions: 10,800
Ad Effectiveness Rating: 9.5
Industry Rating Average: 5.4
#4 Lane Bryant: “I’m No Angel”
Where it ranks in 2015: “I’m No Angel” is Lane Bryant’s only national commercial in 2015.
National Airings: 600
Online views: 2.1 million
Social Interactions: 37,400
Ad Effectiveness Rating: 9.7
Industry Rating Average: 4.1
#3 Toyota: “How Great I Am: Featuring Amy Purdy”
Where it ranks in 2015: “How I Am” is Toyota’s second most effective ad and is the top spot ranked by iSpot.tv’s Digital Share of Voice.
National Airings: 1,732
Online views: 4.6 million
Social Interactions: 69,000
Ad Effectiveness Rating: 9.5
Industry Rating Average: 54
#2 Always: “Like a Girl”
Where it ranks in 2015: “Like A Girl” is Always’ most effective ad and is the top spot ranked by iSpot.tv’s Digital Share of Voice.
National Airings: 2
Online views: 8.33 million
Social Interactions: 3.1 million
Ad Effectiveness Rating: 9
Industry Rating Average: 4.6
#1 Nike: “Better for It: Inner Thoughts”
Where it ranks in 2015: “Better for It: Inner Thoughts” is Nike’s most effective ad and is the top spot ranked by iSpot.tv’s Digital Share of Voice.
National Airings: 133
Online views: 8.36 million
Social Interactions: 66,100
Ad Effectiveness Rating: 9.8
Industry Rating Average: 7.3
Pantene released a commercial titled “Not Sorry” June 2014, which earned more than 16 million views. Other advertisers also airing similarly themed ads this year include Under Armour, Ram Trucks, Dove, and Starbucks. For more on these campaigns and iSpot.tv’s Ad Effectiveness ratings, check back with iSpot.tv, the leading source for real-time digital, social and national TV analytics.
Written by Andrea Davis-Gonzalez