To underscore Banana Republic's commitment to equality and in honor of International Women's Day, the company made an $100,000 donation to the non-profit CARE. CARE focuses on fighting poverty and helping the advancement of women and girls around the world. CARE is a long-time implementing partner of Gap Inc.'s P.A.C.E (Personal Advancement & Career Enhancement) program, which has provided foundational life skills and technical training to over 500,000 women around the world since 2007.
In tandem with IWD and to further celebrate creative boundary breakers, the brand launched its March Campaign WORK WHERE?, that championed the journey of poet, screenwriter and artist, Chinaka Hodge. To amplify Hodge's voice of female empowerment, product with select phrases from her spoken-word piece were given away on Banana Republic's Instagram channel to fellow boundary breakers on International Women's Day.
Banana Republic is dedicated to amplifying black female voices. For International Women’s Day, we wanted to feature Chinaka Hodge's spoken word and give a voice to female empowerment by telling her story across our channels, optimizing content for Instagram, IGTV and YouTube. The long form spoken word was shot specifically for IGTV and YouTube.
We created a social-first capsule collection with our P.A.C.E product, with some of Chinaka’s most inspiring quotes from her spoken word video campaign. The product was thoughtfully designed in-house—by way of a local, mom-and-pop printing company. It was a small capsule collection—only available through social media giveaways and through gifting to boundary-breaking men and women of influence. Each product featured a postcard explaining Chinaka’s story with a QR code to watch her video.
On International Women’s Day, we shared a powerful snapshot from the film with text overlay quoting her empowering words. On that day we announced our $100,000 to @care in support of P.A.C.E, our female education and empowerment program. In order to share this message, we added a call to action for our followers to tag a strong woman and comment how she is empowering others.
The response to the Banana Republic International Women’s Day donation, March WORK WHERE? Campaign and Instagram giveaway exceeded our campaign goals and was extremely well-received.
The Instagram capsule collection giveaway garnered over 230 entries, while content received 164,430 reach and resulted in 172,927 impressions. Overall coverage of the campaign garnered a total 88,976,849 media impressions.
Our still image with text had a reach of 119,427 and impressions of 133,748.
The IGTV post became our top performing IGTV of all time.
