Adweek Interviews Devika Bulchandani on how Fearless Girl “Stole the World’s Heart”
Adweek’s special feature does a deep dive into the now iconic Fearless Girl statue, which was placed on Wall Street on the eve of International Women’s Day, and went viral in the first 12 hours. Adweek interviews our Managing Director Devika Bulchandani about how Fearless Girl became an international sensation and details the challenges, goals, execution and insights from the campaign, which was created to promote State Street Global Advisors’ SHE Fund and the company’s core value of gender diversity.
Some excerpts from the piece:
- Devika on the execution: “It’s not a defiant stance. Forward leaning means ‘I want to participate in the American economy in this notion of American prosperity that Wall Street represents.’”
- On communication: “Keeping the lines of communication open throughout the whole creation process of Fearless Girl was key to its success, according to both McCann and SSGA. The name “Fearless Girl,” for example, wasn’t finalized until three days before her unveiling because the two parties continued exchanging suggestions and ideas up until the final deadline.”
- On business impact: “Fearless Girl ended up making a huge impact for SSGA’s SHE Fund. Daily trading volume for the fund shot up 384 percent in the three days following the debut of the statue, and 170 percent over the next 20 business days.”
Read the full article in Adweek here: http://www.adweek.com/brand-marketing/fearless-girl-stole-the-worlds-heart-but-what-did-it-do-for-the-clients-business/