Apple and Girls Who Code Team Up For New Campaign

Here’s how Apple and Girls Who Code are handling virtual event promo in 2020.

Girls Who Code, a nonprofit increasing the number of young women in STEM careers, partnered with Today at Apple to offer a multidisciplinary week of free virtual programming leading up to Day of the Girl on October 11. 

Here’s how the partners are handling virtual event promo:

User-generated content (UGC): The nonprofit asked young women to share their #SisterhoodStory—a tribute social post to the supportive women in their lives. 

  • In a May 2020 Sprout Social report, 30% of internet users wanted to see more UGC, and 41% of social media marketers planned on trying it out.

Influencer marketing: Girls Who Code enlisted celebrities such as Becky G and Madame Gandhi to headline event sessions. These celebs also function well as influencers, as they’re especially popular among the nonprofit’s Gen Z target audience.

My takeaway: Centering the event around Day of the Girl and #sisterhood among both cis and trans girls is integral to Girls Who Code’s values, which should drive interest. Studies show consumers respond well when brands express consistent values.

Via Morning Brew

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