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Monday, Dec. 17, 2007 at 4:17 pm

The 2007 Marketing to Women Awards

By Holly Buchanan
December 17th, 2007

Every time I see a great marketing to women effort, I do a little happy dance. Literally. My dogs give me a concerned look — afraid, perhaps, that I’m having a severe muscle spasm — but it does my heart good. This year I’m starting a new tradition. I want to congratulate all the companies and marketers who have prompted my happy dances. So, here they are…

The First Annual Marketing to Women Awards

Best TV Commercial — “Maxx Moments” by TJ Maxx. It’s funny, it’s creative, but more to the point – it’s on target. The commercial is all about the main benefit of shopping at TJ Maxx: Saving money on designer clothes. This commercial gets extra points for being a wonderful breath of fresh air (especially after’s, how shall I put this, bizarre commercial, featuring a woman walking into her dinner party naked.)

(If video doesn’t load, click here.)

Best Original Online Video ContentIn The Motherhood. I’ve written about them before. This is a series written for, about and most interestingly, by mothers. Real, humorous, engaging content, with characters women can relate to. I’d rather watch this than most TV shows. What’s more interesting to watch, tips for how to keep your best babysitter or a video of women trying to bribe a babysitter? (Unfortunately, to see the video, you have to click on “IT Moms,” then select “Keep the Babysitter.”) It’s funny and insightful since you get to hear from the babysitter’s own lips what she actually cares about and how you can help her do a better job. Just one clip of many on this website.

Best Discussion Forum — “Ask A Midwife” on Real Savvy Moms realized there was a huge unmet need for mothers-to-be. These pregnant women (often first-time pregnancies) needed advice, support, and answers. Yes, they have their OBGYN, but do you really want to bother a doctor every 12 hours with some new — and often scary — change in your body? Is what you’re feeling normal? “Ask a Midwife” is a wonderful forum where readers can write in to Cathy Collins-Fulea MSN, CNM, FACNM (the Section Head, Midwifery and Medical Director, In-Patient Obstetrics for the Henry Ford Health System in Detroit). Not only can moms write in with their questions, they can see what questions other moms are asking. It’s a wonderful way for expecting mothers to get answers to questions, gain support, and know they’re not alone.

Runner-Up — The discussion forums for Dove’s Campaign For Real Beauty. So much has been written about this campaign, there’s no need for further comment on my part. It’s simply brilliant.

All winners will receive a free copy of my new e-book, The 7 Biggest Mistakes in Marketing to Women. If you’d like to read more about “Ask a Midwife” and other successful online marketing to women examples, pick up a copy for yourself.

Looking back on the year, what were some of your favorites in these categories?

There are more Marketing to Women Awards to be handed out in the coming days, so I’ll continue to do my happy dance, despite the disapproving looks from my pooches…

(If video doesn’t load, click here.)

Oh, but there’s more… Don’t forget to check out Part 2, Part 3 and Part 4 where we continue to give shout-outs to some of this year’s best marketing to women efforts.)

[Editor's Note: Holly Buchanan is co-author of The Soccer Mom Myth: Today's Female Customer - Who She Really Is, Why She Really Buys, which comes out in early 2008. Holly will also be teaching our Persuasive Online Copywriting seminar on January 14th in sunny Orlando, Florida, where there will be plenty of time to discuss ways to improve your online copy and branding. Sorry, Holly will NOT be giving dancing pointers at the seminar. ;) ]

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Comments (9)

  1. I’m glad you highlighted the runner-ups like Maybe their videos aren’t all as humorous as the winner but they cover a great range of tips that I have found so useful! Great recipes and decorating ideas that are so easy and really impress people!

  2. Hey Holly, GREAT post. I have to disagree with the TJ Maxx commercial…it just made me shake my head. All I can see is a woman being portrayed as caring more about her designer dress than her best friend’s feelings. Clothes are dressings to our inner self, and not all that important — I like to look nice, just as much as the next person, but this commercial convinced me I’m not a TJ Maxx customer. Their recent one with a teacher going on and on about the wrap she bought her mother, rather than praising her little ones in their Christmas play… is just as bad. It makes women look uncaring and selfish.

    Not my idea of how I want to appear to friends and family.

  3. Dear Holly,

    A quick note on the Dove campaign for real beauty:

    I used to be a real fan of the Dove campaigns. Effective, socially responsible marketing that appealed to women all over the world, regardless of age or culture. The key here however, is ‘used to be’.

    Dove’s award-winning campaigns – and associated initiatives such as the ‘real beauty’ TV shows, pro-age calendars, etc convinced us (‘us’ being women) that the brand really cares about women. That it wants to correct, protect and educate us and our daughters about realistic expectations of beauty, a healthy self-esteem, about self-worth. I was impressed by what I thought was one of the very few socially responsible brands who shouts out for what it believes in against the stream of cosmetic brands toting airbrushed, Photoshopped perfection above all else.

    But it seems I was wrong. Dove actually isn’t a very socially responsible brand. It just developed some good marketing campaigns. So what’s my problem with Dove you wonder?
    Simply this: it tests its products on animals. (Dove belongs to the Unilever group, which is black-listed by many animal rights activist groups for testing on animals.)
    I wonder how many of Dove’s female consumers know this…

    If Dove really was a socially responsible brand; if it really wanted to take its ‘campaing for real beauty’ to the next level, it would also take a stand and stop testing its products on animals.

    If only Dove realised the opportunity it is missing. It could become The Bodyshop of the 21st century, the vanguard of all the values we hold dear privately but miss so often in this age of want-more-for-less globalism.

    So don’t believe Dove just yet. They may have an ethically responsible approach to women and beauty, but behind the scenes they do not accord the same principles of ethical behaviour toward animals. So until Dove stops using animals to test and develop the products that pamper, cleanse and moisturize our bodies into a ripe (and hopefully beautiful) old age, they are nothing more than just another brand that has some great advertising campaigns.

    It’s time to get real, Dove!

  4. [...] Buchanan announced her picks for the 2007 Marketing to Women Awards and I am proud to share that Kinetic Ideas was one of her picks.  I’m also flattered to be [...]

  5. [...] should also check out Awards Part 1, Part 2, and Part 3 for more on books and websites that really rocked in marketing to women. Good [...]

  6. Holly,

    Luv your Happy Dance. LOL!!!

  7. The TJ Maxx ad was hilarious! I remember it even though it got taken off youtube already.

  8. There is lot of things for those newer in marketing and it will be enough to compete in market.

  9. Please check the videos has been removed. Thanks.

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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