Bibliographic citations
Bazo, V., Velasquez, M. (2023). Caso Sicurezza y su estrategia Femvertising para autoregalarse en Navidad [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670691
Bazo, V., Velasquez, M. Caso Sicurezza y su estrategia Femvertising para autoregalarse en Navidad [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670691
@misc{renati/410758,
title = "Caso Sicurezza y su estrategia Femvertising para autoregalarse en Navidad",
author = "Velasquez Quintanilla, Maria Elena Alicia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
At Christmas 2021, in a society marked by sexist stereotypes, Sicurezza, a women's intimate apparel brand, launched the campaign "The best gift is you" challenging conventional norms. The campaign encouraged women to self-gift and prioritize their well-being, empowerment and self-love, as opposed to traditionally seeking gifts for others. The project's objectives included increasing sales of Sicurezza products during Christmas by 15%, improving interaction on social networks and motivating women to take care of their wellbeing by self-gifting. The strategy was based on Femvertising, highlighting concepts of empowerment, self-love and the elimination of sexist stereotypes. The project will describe the strategies of: planning, creativity and content; whose good articulation resulted in a very successful campaign for the brand. The results obtained during the development of the campaign far exceeded expectations. There was a considerable increase in participation in social networks of 50%, which in turn resulted in a substantial increase in sales of Sicurezza products by 30%, doubling the target figure. In addition, the campaign succeeded in empowering women, thus strengthening the community around the brand. The project seeks to inspire change in the advertising industry and society in general, encouraging brands to promote gender equality and empowering more women to pursue their dreams with confidence.
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