1. P&G - #LikeAGirl
Launched in 2019, Procter & Gamble’s (P&G) International Women’s Day campaign quickly gained global traction and became one of the brand’s most impactful integrated marketing communications initiatives. To date, the campaign video has delivered impressive results in both brand reach and long-term brand equity.
With the message #LikeAGirl, the campaign directly addressed the stereotypes that society—especially adults—often impose on young girls. A seemingly casual phrase like “do it like a girl” can become a subtle insult, gradually eroding girls’ confidence from an early age.
Through this women empowerment campaign, P&G sought to redefine the phrase in a positive light: “Like a Girl” is not a limitation it is a source of strength. The brand encouraged women and girls to confidently pursue their ambitions while speaking out against persistent gender bias and discrimination. This purpose-driven marketing approach helped strengthen emotional connection and brand authenticity.
2. CoverGirl - #GirlsCan
Cosmetics brand CoverGirl collaborated with global celebrities such as Katy Perry, Sofía Vergara, and Ellen DeGeneres to launch an online TVC for International Women’s Day, infused with a youthful, positive, and inspiring spirit.
More than a product promotion, the campaign served as a bold statement about confidence and the right to define beauty on one’s own terms. By strategically partnering with high-impact influencers, the brand amplified its message across digital platforms, generating strong social engagement and positive media coverage.
3. Viettel - “Family or career: which matters more?”
With the slogan “Say It Your Way,” Viettel consistently celebrates individuality and freedom of expression. For this International Women’s Day campaign, the brand explored a familiar yet thought-provoking theme: balancing family and career.
The TVC “Family or Career: Which Matters More?” featuring Song Luân and Kim Xuân resonated deeply with audiences. Beyond telling a heartfelt story, Viettel subtly highlighted the role of technology in bridging distances—enabling those living far from home to stay connected and emotionally present with their families.
The campaign demonstrates a key marketing insight: when brands place genuine emotion and authentic values at the center, trust and empathy naturally follow driving both brand affinity and measurable marketing performance.
4. HAPAS - No flower compares to Hoapas x Quan A.P
HAPAS’ International Women’s Day campaign “Hoa Nào Bằng Hoapas” is a prime example of seamlessly integrating brand identity into a creative communication concept. The clever wordplay allowed the brand name to appear organically in the tagline, enhancing brand recall without feeling forced or overly promotional.
The collaboration with Quân A.P amplified the emotional depth of the campaign, reinforcing the message that “the most beautiful flower” is a woman herself. Within this narrative, HAPAS was positioned as the accessory that empowers each “flower” to shine with confidence and individuality.
The campaign stood out for its creative execution and thoughtful integration of music, visuals, and brand positioning—an effective example of content marketing aligned with brand storytelling.
5. Biti's - Step toward the sun
Biti's faced significant challenges before staging a strong comeback through emotionally driven marketing campaigns, particularly during International Women’s Day.
“Step Toward the Sun” delivered an inspiring message about women’s growth journey and aspiration to rise above limitations. The presence of H’Hen Niê further highlighted the spirit of resilience and confidence that the brand sought to promote.
Throughout the narrative, Biti’s shoes symbolically accompanied women on their journeys—celebrating their achievements while subtly reinforcing the brand’s role in every confident step forward.
6. Fanpage.it - Slap her
“Slap Her” is a powerful social awareness campaign addressing gender-based violence in the context of honoring women. In the video, young boys are introduced to girls their age and then unexpectedly asked to slap them.
The boys’ hesitation, confusion, and refusal conveyed a compelling message: violence against women is not innate—it is shaped by environment and education. This minimalist yet deeply human approach created strong emotional resonance and widespread social sharing, making it a benchmark in purpose-led digital campaigns.
7. L’Oréal Paris - Because you’re worth it
With its iconic tagline “Because You’re Worth It,” L’Oréal Paris continues to affirm women’s value: you deserve recognition, respect, and pride in your achievements.
The brand taps into a timeless yet highly relevant insight: modern women hold increasingly important roles in society, yet still face biases—such as expectations to prioritize family or avoid outshining men. Encouraging women to recognize their self-worth makes the message even more impactful within contemporary gender equality conversations.
From this case study, businesses can learn how to refresh their brand image during International Women’s Day: revamp websites and social media with a cohesive campaign concept, integrate promotional offers strategically, and invest in distinctive video marketing to leave a lasting brand impression.
8. Dove - Real beauty: you’re more beautiful than you think
Dove made a powerful impact with its International Women’s Day campaign by addressing a common truth: many women tend to underestimate their own beauty.
In “Real Beauty – You’re More Beautiful Than You Think,” the contrast between self-described portraits and those drawn from others’ perspectives highlighted a profound message: you are more beautiful than you believe. The campaign delivered a human-centered message about self-love and authentic beauty, reinforcing Dove’s long-standing brand purpose.
9. Barbie’s International Women’s Day campaign - Imagine the possibilities
Barbie’s playful TVC delivered an uplifting message: girls can become anything they aspire to be. Through this campaign, parent company Mattel encouraged children to nurture creativity and boldly pursue their dreams—from football coach and university lecturer to veterinarian.
The message is simple yet powerful: never limit imagination—the future is shaped by your own choices.
10. Verizon - Inspire her mind
“Inspire Her Mind” portrays the coming-of-age journey of a curious, inquisitive girl whose passion for discovery is gradually constrained by cautious remarks from adults. Through different life stages, the video reveals how seemingly harmless comments can influence girls’ confidence and future orientation—particularly in science and technology fields.
The campaign delivers a strong reminder: our words shape perception. By encouraging and inspiring girls especially in STEM we can help unlock their full potential. It stands as a compelling example of socially responsible brand communication.
Conclusion
An effective International Women’s Day campaign goes beyond meaningful messaging it lies in how brands translate that message into real impact. When ideas are clear and executed with the right marketing strategy, campaigns can simultaneously evoke emotion and drive measurable business results. At SmartAds, creativity and data go hand in hand to help your brand reach the right audience and optimize communication performance. Start building your International Women’s Day campaign with SmartAds here.
