Beauty brands like NYX and e.l.f. are pioneering this trend, catering to Gen Z and millennial women by launching football-inspired product collections during live Super Bowl spots this year, while generating excitement within their fanbase through supporting teaser content on TikTok and Instagram.
This strategic intersection of beauty, fashion and lifestyle trends not only captures attention but also aligns with the evolving interests of these viewers, contributing to a more inclusive and engaging game day experience.
Speak up on the convos that matter
Super Bowl advertisers are entering an era where female consumers are no longer just a checkbox in diversity and inclusion efforts; they are rightfully becoming integral to marketing strategies.
Marketers can take a pivotal step forward by actively engaging in conversations that champion gender equity and inclusivity within the context of sports in their branded content. Taking part in social campaigns and partnerships that encourage participation from fans, athletes and influencers holds the power to deeply resonate, particularly among younger generations who prioritize these values.
A noteworthy example is Dove’s #KeepHerConfident campaign, which brings attention to the alarming statistic that 45% of girls drop out of sports due to low body confidence. Through strategic partnerships with female athletes like Venus Williams and Ali Krieger, and the launch of an impactful video campaign on TikTok and Instagram, Dove effectively amplifies this message across its social media channels, raising awareness about the significance of nurturing women’s self-confidence in sports from a young age.
This powerful initiative underscores the brand’s dedication to championing gender equality and inspires positive change and thoughtful discussion on social media and within the sports industry.
Pivot to the right platforms
A noteworthy shift is underway among advertisers and users as they pivot away from X toward platforms where Gen Z and millennial women thrive. Notably, TikTok and Instagram are the primary arenas where women-led trends and conversations are finding new life.
According to Morning Consult Brand Intelligence, a considerable portion of Gen Z spend time on Instagram (75%) and TikTok (69%), making them priority platforms for engagement. For marketers aiming to connect with this influential audience, the key lies in prioritizing video content on these platforms and developing social media strategies agile enough to respond to real-time emerging game conversations. These platforms offer fertile ground to amplify women-driven topics, reach broader audiences and engage young women authentically.
