In honor of International Women’s Day, we placed a statue of a young girl standing defiantly in front of the bull on Wall Street. “The Fearless Girl” is a symbol of female leadership reminding people that companies with women in management positions perform better.
State Street Global Advisors is committed to advocating for women in leadership positions. To prove it, they created the SSGA Gender Diversity Index called SHE: An ETF that invests in companies with gender diverse leadership. On the eve of International Women's Day, we took this commitment one bold step further with our Fearless Girl.
With a budget of around $250,000, Fearless Girl generated $7.4 million in free marketing for SSGA across TV, social and radio. The effort also made a huge impact for SHE Fund. Daily trading volume for the fund shot up 384 percent following the debut of the statue.
Among its many accolades, Fearless Girl received 18 Gold Lions including four Grand Prix trophies, and the coveted Titanium Grand Prix — only the second ad campaign to ever do so. It also won a D&AD Black Pencil, a White Pencil and was the first campaign in history to win 5 Grand Clio awards.
SSGA BRAND WORK
While others portray a false sense of ease, SSGA isn’t afraid to acknowledge that the world of investing may be complicated but opportunities are still there for the taking. “There’s opportunity in complexity” is a campaign that invites audiences to see the world through the eyes of someone working at SSGA. Suddenly, hidden market factors and trends become obvious and lead to innovative solutions that only SSGA can deliver. Put simply, the difference between SSGA and other financial institutions is the difference between black and white and color.