E.l.f. Beauty faced challenges with data and direction to promote board diversity, enlisting Oberland for assistance. They analyzed 35,000 data points and drew inspiration from the infamous 'John study,' leading to the campaign "So Many Dicks." This campaign highlighted that more men named Dick serve on corporate boards than underrepresented groups, aiming to provoke change and draw attention to the necessity of diversity. The initiative, 'Change the Board Game,' reflects the link between company success and diversified leadership, culminating in their celebration of sustained sales growth.
We said, 'What if we modernize this? What if we think about this in terms of boardrooms?'" recalled Kate Charles, Oberland's chief strategy officer, speaking at Fast Company's Most Innovative Companies Summit in New York last week.
We had to break the malaise. We wanted to do it in a way that had a shocking statistic like the 'John study,' but also carried a clear call to action."
And that's exactly what happened," added Laurie Lam, E.l.f.'s chief brand officer. "We had to do something sticky, something memorable, something disruptive-and it caught fire.
The campaign also connects how embracing diversity in a company and boardroom is the profit.
#corporate-diversity #marketing-campaign #data-analysis #boardroom-representation #business-strategy
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