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Behind every sales - #3 Sometimes, No matter how big is the campaign idea - if it is well-planned, It will be blow up, Can you believe that placing a statue on the wall street resulted in triple the income for a company? Yes!, just a statue - Even I was fascinated too. Ok Let's jump into the campaign. State Street Global Advisors (SSGA) - Is a asset management company managing trillions worth of assets known for ETFs (Exchange-Traded Funds). There is a Particular ETF held by SSGA called 'She', which invested in gender-diverse companies. But it was underperforming. They need to create the spark in this niche product. In 2017, only 16% of S&P 500 companies had female CEOs. So They need to find a way to make a financial product (SHE ETF) resonate emotionally in a male-dominated industry. And #metoo movement was spreading like rapid fire, So they decided to utilize this chance. Campaign theme : To invest in women leadership On International Women’s Day 2017, SSGA installed a bronze statue of a defiant little girl facing Wall Street’s iconic Charging Bull. These were this Plaque text in it, “Know the power of women in leadership. SHE makes a difference.” and “Why are we celebrating a bull? Where’s the girl?” This simple idea blew up like crazy. You see, the statue was placed without further permits, So the next day morning Media outlets were going crazy by seeing this viral visual. And here's the thing that I noticed, Wall Street’s Charging Bull symbolized aggressive capitalism. The girl’s defiance flipped the narrative - The location they chose was on point. #FearlessGirl was flooded social media with stories of female leaders and petition urged companies to add women to boards. They targeted institutional investors and the public by creating a financial movement. And can you guess what's were the results ? - SHE ETF’s assets tripled in 6 months (from 250 Million to 750 Million) - 1,500+ Companies added women to their boards by 2020 due to SSGA’s shareholder activism. - Won Cannes Lions Grand Prix, PR Week’s Campaign of the Decade. Sometimes guys, Even a boring B2B industries can create cultural moments with some bold steps. Fearless Girl - became a global protest symbol. SSGA proved that a financial giant could blend profit and purpose, turning a niche ETF into a $1.5B fund. One of my favorite marketing stunts ever, What's your thought?