The Economic Times Women''s Forum
Media associated with this campaign
Overview of this campaign
The Women’s Forum took shape about three years ago. This is the time (2017) when women’s participation in the workforce was increasing in India; and so was ET’s share of women readers (around 20% then). We were therefore, gunning for three objectives:
- Increase the brand’s engagement levels with women
- Aggregate this audience with relevant/topical concerns for interested advertisers
- Collaboratively create an urgent, sustainable and national culture of empowering India’s half a billion women.
The Economic Times Women’s Forum is not an activist platform or a networking party for the wannabes. True to the newspaper’s remit, it enables a constructive dialogue among stakeholders – both at the event, and in the build-up to the Forum – with the hope that it finds a place in the minds and desks of policymakers. Featuring keynote conversations, panel discussions, one-on-one interviews, interstitial spotlights and entertainment, the forum is not a talk shop but a fast-paced multimedia pageant. It is a platform for dialogue, learning, networking and empowering women to write the next chapter of India's growth story.
In its third edition, some of the distinguished speakers at the Forum included Stephanie Hill (EVP, Lockheed Martin), Sania Mirza (tennis player), Kiran Mazumdar Shaw (CMD, Biocon Ltd.), Aruna Jayanthi (MD, Capgemini Asia Pacific & Latin America), Rekha M. Menon (Chairperson & Senior MD, Accenture India), Gagandeep Kang (Scientist, Fellow of Royal Society London), Kristine Anvik Leach (MD, Jotun Paints India), Anna Chandy (Chairperson, The Live Love Laugh Foundation), Dr Valli Arunachalam (Murugappa Group Scion), Mahua Moitra (politician), Ritu Beri (Founder, The Luxury League), Anam Hashim (Stuntwoman), Malini Agarwal (Founder, MissMalini), Shaheen Bhatt (Author) and many more…
Results for this campaign
In 2020, the Forum pivoted to a fully virtual event. While translating the experience of a power-packed single day into a virtual event, the intent was to split it over time rather than do a day long virtual event as seems to be the current trend.
Hence, we created a six-week plan, with one-hour sessions each week, and each session curated in a manner that it begins on a high; devolves into meaningful discussions; includes some light notes; and concludes on a high. It ran from Sep 23-Oct 28, 2020.
- The 2020 virtual edition:
- With over 3,800 viewers, attendance grew 8X over 2019 (when the event was held in Mumbai). Registrations tripled this year – 7,108 versus 2,618 last year
- A high decibel eight-week campaign across print (ads, editorial articles), television, and digital (Facebook, Twitter, Instagram, Google ads)
- 40-plus international and Indian speakers, over 7.5 total hours of fast-paced conversations, keynote addresses and pragmatic agenda-setting
- Business leaders (CK Venkataraman-MD, Titan; Sunil D’souza-MD, Tata Consumer Products; Arun Kumar-CEO, KPMG; Vinita Bali-Independent Director) amongst others partnered with the Forum to share their perspective. The videos garnered 4,483 views across Instagram, FB and YouTube
- Over 53,000 unique website visitors over the last few months, leading to 69,500 user sessions and 1.1 lakh page views
- Garnered 14 million impressions and reached 10 million users on FB and Instagram, and 2.2 lakh impressions on Twitter across the entire campaign. Added LinkedIn to the existing repertoire of platforms; garnered 92,000 impressions
- Engagement for posts across platforms (in the form of likes, comments and shares) were 5.7 lakh
- Database marketing to over 30,000 relevant people through emails
- Over 11.5 million impressions across Google network sites via Google ads
- Collaborated with an influencer to create a series of relatable and interesting doodle comics depicting archetypes of women in a WFH scenario; 4 posts garnered a reach of over 1 lakh on FB and 17,954 impressions on Instagram