Success Story
A powerful woman is…
$4.2m
Raised to fund over 37,000 women on Kiva’s platform
1,400
New users in a week
48
Pieces of coverage in online, broadcast and influencer channels
Discover
Kiva asked Hotwire to showcase its funding of women entrepreneurs (80% of its loans go to women) to stand out on International Women’s Day. Less than a month before #IWD2020, we began work to build awareness and ultimately drive Americans to loan to women on Kiva’s platform.
1 Plan
Studying the cultural conversation, we found that while the term “Girl Boss” was widely used to represent successful women, it led to stereotypical content. Given that a successful woman means much more, we developed a campaign around the statement “A powerful woman is…”
2 Deliver
We arranged for 10 diverse, empowering female influencers to share their answers to the statement “A powerful woman is…” and create new social content, brought to life by an artist. Giveaways and tracking links encouraged community participation across social.
3 Prove
Through an integrated, digital-first strategy, we helped Kiva raise $4.2 million to fund over 37,000 women. Henrique Saboia, VP of Growth, Kiva says Hotwire’s creativity in developing an idea that cut through the noise of #IWD2020 drove “tangible success for the business.”
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