The Challenge
When Phenomenal Woman Action Campaign (‘Phenomenal’) and founder Meena Harris came to Elle in 2018, the organization had seen organic press success since its launch in March 2017, largely centered on Phenomenal’s celebrity supporters, who would often use their platforms to post images of themselves wearing a Phenomenal t-shirt in support of specific initiatives, like Phenomenal Voter in November 2018. Meena’s compelling story of founding Phenomenal Woman was often overlooked in favor of the organization’s notable celebrity unofficial ambassadors/fans and specific identity t-shirts. An overarching, inspiring story of the founder and brand was yet to be told – a story of how the organization’s impetus even more powerfully illustrated the need for its creation. Hand in hand with this effort was the need to elevate Meena as an expert on activism, women’s issues, politics, digital campaigns, and intersectionality. Meena and her team at Phenomenal brought in Elle to take on this important communications effort.
Our Approach
Working strategically and nimbly, our team pursued the following approach:
Work alongside Meena to map out Phenomenal Woman’s key 2019 campaigns and initiatives – including I’m Gonna Win, Phenomenal Mother, and Phenomenally Black – which we would amplify with media relations support, but also seek to utilize these moments as building blocks in telling the overarching Phenomenal Woman story and elevating Meena as a thought leader.
Utilize Phenomenal Woman’s built-in campaign calendar to create a series of media moments and a steady pulse of press conversations that would enable us to grow and strengthen relationships with journalists, particularly in the women’s vertical (several of which covered Meena’s work repeatedly throughout the year).
Craft concise, friendly, and informative campaign messaging for Phenomenal Woman’s celebrity ambassador roster to utilize and more specifically amplify Phenomenal Woman’s mission and impact, with the strategic understanding that many journalists would rely on talent captions in their coverage
Determine the issue areas Meena was passionate in speaking about with press and through op-eds, laddering these back to upcoming/ongoing Phenomenal Woman campaigns
Our Impact
Individuals campaigns, such as I’m Gonna Win, received incredible press coverage owed to a combination of celebrity buzz and our team working alongside Meena to craft the impact messaging that supporting talent used, which ultimately enabled us to share Phenomenal Woman’s mission and work on a larger scale. I’m Gonna Win garnered placements in People, ABC News, Good Morning America, and more, resulting in 467 million impressions.
Another individual campaign, Phenomenal Mother, garnered placements in Newsweek, Parents, People en Espanol, Elite Daily, and more, resulting in 220 million impressions. The Phenomenally Black campaign saw coverage in Glamour, Refinery29, Marie Claire, The Root, and more, garnering 305 million impressions. Elle also secured social media posts from celebrities in support of these campaigns, including Sophia Bush, Jonathan Van Ness, Connie Britton, and more.
Meena’s issues-based thought leadership has had her speak at conferences like INBOUND, and her writing has been featured in The Hill, Marie Claire, and Glamour twice, where she has been able to reach and inspire women looking to harness their inner activist – a key cross-section of the ideal Phenomenal Woman audience.