We’ve all heard of a brand embarking on a social media campaign. A lot of times they involve a clever hashtag, and maybe even some sort of prize for the participant with the best post. But how many brands have you heard of that eschew the idea of using social media as a way to increase consumer engagement, and instead use it as a platform to celebrate and empower women? Yeah, probably not that many.
That’s probably due to the fact that very few companies have a leader resembling Ivanka Trump. For those of you who haven’t heard of her, you might as well think of her as the original #GirlBoss. The daughter of real estate magnate Donald Trump, Ivanka serves as Executive Vice President of Development and Acquisitions at the Trump real estate empire. Aside from the family fold, she’s further proven her entrepreneurial spirit by launching her own brand, Ivanka Trump, which has grown to include fine jewelry, shoes, and handbags along with apparel. Not only that, but she’s a doting wife and mother with two young children who loves to spend time in the kitchen. She’s certainly admirable, but you’ve yet to hear the last of it. In true girl’s-girl style, Ivanka isn’t simply relishing in her personal success. Instead, she’s using her platform as a successful businesswoman and public figure to promote the idea of women who, like her, work hard in all areas of their lives. And, how is she planning to do that? The #WomenWhoWork campaign.
What is the #WomenWhoWork campaign? In short, it’s a social media initiative started by The Ivanka Trump Brand that celebrates the modern working woman. The Ivanka team got the ball rolling by posting a compilation of videos staring women who not only have big careers, but know the important of having full lives outside the office as well. In the brief clips, each woman gives her “extended job title” – with the roles shared including everything from daughter and sister to runner and yogi – followed by their full name and their official job title. Below the video, the women each filled a questionnaire, shedding light on everything from their personal mantra to what they consider to be their biggest “flop”. It’s a diverse group of multi-faceted women, with the line-up including everyone from social entrepreneurs like Lauren Bush Lauren of FEED and Shiza Shahid of the Malala Fund to a principal dancer at the New York City Ballet. What’s even better than getting to hear from these amazing female figures? The fact that YOU can get in on the conversation as well.
That’s right, the Ivanka Trump team invites women everywhere to join in the celebration of women who work hard both at work and at home, and post their own #WomenWhoWork video to their social media pages. It’s easy: just film a quick video yourself rattling off all the roles you hold near and dear to your heart, along with you name and job title. Before you post it, however, the initiative encourages you to tag the women in your life who inspire you and get them in on the conversation, as well. Pretty darn amazing, am I right?
As someone who has always looked to women like Ivanka Trump for inspiration, I was thrilled when I first heard about #WomenWhoWork. Although I am still a student and have not yet entered the workforce, I am constantly in awe of women like those featured on the initiative’s home page: women who continue strive for excellence long after the workday ends. I am lucky to have grown up in a world filled with so many of these women, and cannot wait to hear more from them in the years to come.
Head directly to the Ivanka Trump website to find out more about the #WomenWhoWork campaign and see how you can join in. Even if you don’t post a video yourself, I encourage you all to take a look at some of the featured profiles…you will come away truly inspired.