GirlPowered NZ is a sub-brand of GirlGuiding NZ that began in 2019. It holds one-off events for girls aged 5-17, covering topics like STEM, edible science, Yoga and physical activities. The event planning happens in Christchurch but GirlPowered NZ hosts events in Christchurch, Wellington and Auckland. It hopes to expand to more cities and towns in the future.
When talking to our clients Sneha Pardeshi and Angel Fulljames, they outlined that the key issues are:
1. GirlPowered NZ has zero marketing budget, they haven't been able to put the word out on paid advertising platforms.
2. All its promotional work is on socials, and it hasn’t been able to build the brand recognition or following it wants to. This is partially due to the Instagram password being lost for 30 weeks
3. The public does not know GirlPowered NZ events can be attended by any young girl - they don’t need to be signed up for GirlGuiding NZ. This has meant there have been limited numbers of new girls attending these events.
They wanted to create content that appeals to the parents (age 30-45) using Facebook and Instagram to reach them. The content also had to appeal to the children, if a parent was to show their child promotional material we needed to ensure it looked good to the girls as well.
This campaign has been created to give GirlPowered NZ brand awareness and a suite of content to use on its social media platforms to create traction.