Brand Tracker

Welcome to the automated Brand Tracker diaries.

Chile

Premiere: VML Chile and Ladysoft accompany girls in their growth

Brand: Ladysoft

Campaign: You are still a girl

Source: https://www.adlatina.com/publicidad/preestreno-vml-chile-y-ladysoft-acompaa-a-las-nias-en-su-crecimiento

Goal: To remind girls they have the right to grow at their own pace and enjoy their childhood

Claim: You are still a girl

Summary: The campaign 'You are still a girl' by Ladysoft and VML Chile aims to change the narrative around menstruation, emphasizing that it does not mean girls have to transition into womanhood abruptly. It encourages girls to embrace their growth at their own pace without feeling pressured to leave childhood behind.

Saudi Arabia

Hyundai puts Saudi women’s wellbeing in the driver’s seat with ‘She Drives the World’

Brand: Hyundai

Campaign: She Drives the World

Source: https://campaignme.com/hyundai-puts-saudi-womens-wellbeing-in-the-drivers-seat-with-she-drives-the-world/

Goal: Recognize women's roles in society and promote health and well-being.

Summary: Hyundai Motor Company has launched the 'She Drives the World' campaign in Saudi Arabia to acknowledge women's roles as drivers, decision-makers, and contributors to the Kingdom's transformation. This initiative, aligned with Saudi Vision 2030 and launched during Breast Cancer Awareness Month, emphasizes women’s health and mobility.

health awareness Saudi Vision 2030 women empowerment

Japan

Why SNs Posts by Influencers in Their 50s and 60s from the Women’s Magazine ‘HALMEK’ Are Supported

Brand: HALMEK

Campaign: HALMEK up Ambassador

Source: https://www.advertimes.com/20260929/article558394/

Goal: To create a service that initiates trends among women in their 50s and 60s

Claim: Showing how products can be integrated into daily life

Media: Instagram

Summary: HALMEK, targeting women aged 50 and above, has initiated the 'HALMEK up Ambassador' program to leverage the growing presence of social media among this demographic. The campaign involves recruiting influencers from within their readership, focusing on authentic daily experiences with their products rather than traditional promotional methods. This strategy aims to enhance engagement and establish deeper connections with the target audience, resulting in significantly increased reach efficiency.

influencer marketing senior marketing social media women empowerment

United Arab Emirates

Top 70 CEOs – Communicate Online

Brand: Publicis Groupe

Campaign: Ra’idah

Source: https://communicateonline.me/top-list/top-70-ceos/

Goal: Empowering women-led SMEs

Summary: Publicis Groupe Middle East & Turkey, led by CEO Bassel Kakish, launched Ra’idah in March 2025 in partnership with the Abu Dhabi Businesswomen Council. This year-long program aims to enable women-led SMEs. Kakish emphasizes a 'talent-first' culture and advocates for leadership through empowerment rather than authority, highlighting the importance of trust and collaboration.

leadership SMEs women empowerment

Czech Republic

Intimate Hygiene and Gaming? Chilly’s Campaign Surpassed Goals by 400%

Brand: Chilly

Campaign: Chilly Gaming Campaign

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-09/intimni-hygiena-a-gaming-kampan-chilly-prekonala-cile-o-400/

Goal: Engage women aged 18 to 44 through gaming.

Claim: Intimate hygiene should be a joyful and uncomplicated part of daily routine.

Media: POGGERS platform, articles, display formats, RECAP news show, DUNGGEON Podcast

Summary: The intimate hygiene brand Chilly collaborated with agency WPP Media to target women aged 18 to 44 through an innovative gaming campaign, surpassing goals by 400%. The campaign was centered around sponsoring the VRUM Championship, a popular go-kart race involving female influencers, indicating that women are an active part of the gaming community. Following the success of the initial phase, which exceeded expectations with over 1.2 million impressions, the campaign aims to continue with a focus on empowering women in gaming.

gaming influencer marketing women empowerment

Portugal

Vodafone Takes Young Girls to Experience a Day as Professional Footballers

Brand: Vodafone

Campaign: Vodafone Primeira Supertaça

Source: https://www.imagensdemarca.pt/artigo/vodafone-leva-jovens-raparigas-a-viver-um-dia-como-futebolistas-profissionais/

Goal: Encourage young girls to pursue a future in football.

Media: Digital platforms

Summary: Vodafone launched the 'Vodafone Primeira Supertaça' initiative in partnership with the Portuguese Football Federation to provide young girls with an immersive experience inspired by professional football competitions. This action aims to combat the trend of girls quitting sports during adolescence, offering personalized equipment, official officiating, and a celebratory atmosphere. The initiative also aims to impact the confidence and development of young female athletes by showcasing the importance of recognition and opportunities. The experience will continue with an invitation for participants to attend the Vodafone Women's Super Cup.

Football women empowerment youth development

Norway

Race Against Nordea’s Advertisement: – Thought It Was a Joke

Brand: Nordea

Campaign: Celebrating Norway’s Powerful Women

Source: https://www.kampanje.com/reklame/raser-mot-nordea-reklame-trodde-det-var-tull/1020645

Goal: To highlight the importance of good advisory support for successful women.

Claim: Behind every powerful woman stands a good advisor.

Media: Finansavisen, Kapital

Summary: A Nordea advertisement in Finansavisen has sparked controversy for transforming a well-known expression about successful men and women into a campaign promoting strong female advisors, intended to support women's empowerment. Critics argue that while the campaign aims for humor, it reinforces stereotypes about finance being complicated for women. The campaign is linked to the celebration of Norway's most powerful women and showcases Nordea's female advisors.

advertising controversy financial advisory women empowerment

Saudi Arabia

Athar Voices on Campaign: ‘You attract what you are, not what you want’

Brand: Wetheloft

Campaign: Maheerah

Source: https://campaignme.com/athar-voices-on-campaign-you-attract-what-you-are-not-what-you-want/

Goal: Empower women leaders through internal growth and self-awareness.

Summary: The Maheerah program focuses on empowering women leaders in Saudi Arabia by fostering internal clarity and self-awareness rather than external skill development. The initiative emphasizes personal growth and transformation through small cohort interactions, helping women recognize their capabilities and build confidence.

leadership self-awareness women empowerment

Italy

Lines Advertising: Matilde Gioli and Giulia Stabile in the New TV Spots

Brand: Lines

Campaign: Le CoinquiLines

Source: https://brand-news.it/brand/persona/cura-persona/lines-in-tv-con-i-nuovi-spot-le-coinquilines-per-rompere-il-tabu-sulle-mestruazioni-testimonial-matilde-gioli-e-giulia-stabile/

Goal: To break down barriers and prejudices about menstruation

Media: TV, Spotify radio, social media, digital

Summary: The new advertising campaign by Lines, titled 'Le CoinquiLines', aims to tackle the barriers surrounding menstruation through the perspectives of two young women living together. With testimonials from actress Matilde Gioli and dancer Giulia Stabile, the campaign will air until June in various TV spots addressing the everyday challenges associated with menstruation. The initiative will also include a multichannel strategy featuring social media and digital content along with a multi-subject radio campaign on Spotify. The campaign emphasizes Lines' commitment to supporting women and fostering open discussions about menstrual health.

advertising health awareness menstruation women empowerment

France

Google’s Marketing Chief Twohill at Cannes: ‘I Am Concerned That Women Will Fall Behind in the AI Transformation’

Brand: Google

Campaign: Winning the AI Discovery Era: Marketing To Minds and Machines

Source: https://www.markkinointiuutiset.fi/artikkelit/googlen-markkinointijohtaja-twohill-cannesissa-olen-huolissani-etta-naiset-jaavat-jalkeen-tekoalymurroksessa

Goal: Encourage women's involvement in the AI transformation.

Claim: Women must be encouraged to take part in the technological change.

Summary: During the Cannes Lions Festival, a panel discussion was held on how businesses should adapt to an AI-driven world. Google's marketing chief, Lorraine Twohill, expressed concern that women may fall behind in the AI transformation and emphasized the need for organizations to actively support capable team members. The discussion highlighted the crucial impact of AI changes across the industry and the importance of women's involvement.

AI transformation Cannes Lions marketing women empowerment

Bosnia and Herzegovina

The Dok region is resting, Sarajevo is living with full advertising lungs!

Brand: L’Oréal Paris

Campaign: Sarajevo Film Festival Participation

Source: https://www.media-marketing.com/tema-dana/dok-region-odmara-sarajevo-zivi-punim-advertising-plucima-6/

Goal: Inspire and encourage women to believe in themselves

Claim: Because I'm Worth It

Media: Social media, digital platforms

Summary: L'Oréal Paris demonstrated its commitment to beauty, glamour, and social values at the Sarajevo Film Festival, showcasing its mission to inspire women. The brand screened a documentary about Ilon Specht, whose iconic slogan became a feminist manifesto. Highlights included a glamorous gala evening and a beauty pavilion featuring makeup trends, all aimed at promoting self-confidence among women.

beauty film festival women empowerment

Global

72andSunny and Female Quotient Give Women Athletes a Path to Their Next Career

Brand: 72andSunny

Campaign: Executive Apprenticeship Program for Women Athletes

Source: https://www.adweek.com/agencies/72andsunny-and-female-quotient-give-women-athletes-a-path-to-their-next-career/

Goal: To provide women athletes with career training and mentorship.

Media: Event and media outreach during SHE Weekend

Summary: 72andSunny and The Female Quotient are partnering to create an executive apprenticeship program tailored for women athletes, which will provide hands-on training and mentorship in various professional roles. The program will be featured during SHE Weekend in Las Vegas, aimed at celebrating female athletes and helping them transition into professional careers post-retirement.

athlete career transition mentorship SHE Weekend women empowerment

Initiative for More Women in the Names of Streets in Bosnia and Herzegovina

Brand: Woman.Comm Club

Campaign: TRGni se za RAVNOPRAVNOST

Source: https://www.media-marketing.com/womancomm/inicijativa-za-vise-zena-u-nazivima-bh-ulica/

Goal: To raise awareness about gender inequality in naming streets, squares, and parks in Bosnia and Herzegovina.

Claim: Stand up for EQUALITY

Summary: The campaign 'TRGni se za RAVNOPRAVNOST' aims to balance the naming of streets, squares, and parks between male and female names in Bosnia and Herzegovina, highlighting the issue of gender inequality. It underscores the contributions of women in various fields and encourages younger generations to learn about inspiring women in Bosnian history. Supported by multiple organizations, the initiative invites citizens to join and sign a petition.

community engagement gender equality public awareness women empowerment