SmartCompany pulls advertising for International Women’s Day

Private Media owned small business website, Smart Company, will pull all advertising on its website for 48 hours, freeing its advertising display units to celebrate the 500 women nominated by small business and start ups as being ‘inspiring’ role models.

The initiative is part of Smart Company’s efforts for International Women’s Day, and will also see the publication of a list of Australia’s top female entrepreneurs, the rankings based on revenue of their businesses.

“Every year, Smart Company publishes a list of top female entrepreneurs (ranked according to the revenue of their businesses) for International Women’s Day,” a release stated.

“But this year we decided we wanted to do something different. We didn’t want to just publish a list of extraordinary, successful women – although we’ve done that too – we wanted to give people a chance to tell us about the women who inspire them in their career.

“So we’re pulling all advertising from Smart Company and replacing it with a different kind of ‘advertising’. Over 48 hours, some 240,000 ad impressions will be served showing off the almost 500 women who have been nominated by the small business and startup communities as inspiring influences in their working lives.”

The advertising display units will feature commentary – in 140 characters or less – about each woman nominated. The ‘quotes’ will also feature the name of the person, and the person who nominated them. All advertisements will go through to the main page, where the full list is available.

Smart Company’s list of women in business is annual, but this year it will be coupled with a social media campaign.

The social media element will see ‘cards’ with quotes about women who have inspired, challenged or shown leadership run across platforms, with a call to consumers to tag women who have been this for them.

There will also be a sharing function in the list of women, making quotes about each nominee shareable. The campaign will be supported by Twitter Australia.

The latest efforts aim to extend Smart Company’s coverage of women in businesses and start ups.


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