The Challenge
In the latest chapter of e.l.f. Beauty’s “Change The Board Game” initiative, e.l.f. Beauty wanted to tackle corporate board inequity with diversity and profitability taking its rightful place at the head of the boardroom table. The “So Many Dicks” campaign, created by Oberland, features eye-popping statistics like: “There are twice as many men named “Dick” on publicly-traded boards than all Hispanic women by any name.” It pays the messaging off with a landing page where people can learn about the correlation between boardroom diversity and better business performance.
The Solution
OBERLAND created over 100 assets spotlighting this issue and the “So Many Dicks” ad buy includes a massive Wall Street takeover with station dominations across the Financial District including, among others, the Fulton Street Station, and the Oculus for 4 weeks starting on May 13, 2024. The enormous out-of-home presence will be hard to miss for the thousands of analysts, brokers, bankers, and other financial industry executives who pass through the stations every day. The provocative messaging also invites everyday consumers to consider the importance (and disparity) of an issue they may have otherwise overlooked.
The results
The “So Many Dicks” campaign generated 2.3 billion media impressions, and became the most talked-about campaign on LinkedIn. And people loved it: 98% positive sentiment in media and 81% net sentiment on social. But more importantly, it made an immediate impact for good. As part of the campaign, e.l.f. sponsored a group of diverse candidates through the National Association of Corporate Directors. And 10% of those candidates have already been placed on boards.
