Step Up has a long history of being a go-to women’s charity for brands looking for a cause marketing partner.
In 2013, we partnered with Gillette Venus on our third cause marketing partnership together. Step Up loves to work with brands as committed to helping build womens’ confidence as we are. At the core of our curriculum helping teens in under-resourced communities reach their full potential is confidence – ensuring they have the belief in themselves necessary to go the distance, overcome their obstacles and achieve the life they want.
Step Up was the charitable beneficiary of the Gillette Venus: Step Up & Step Out Tour, a multi-city event to help women look great, feel confident and give back.
Model Miranda Kerr kicked off the tour in New York City as the first “goddess” to participate in the ultimate Venus experience with her walk down the Venus “blue” carpet. Step Up National Board Member, Wendi Sturgis, EVP at Yext, represented Step Up.
During the events, women enjoyed a Gillette Venus spa-like shaving experience (via a Venus Embrace razor or Venus & Olay razor + Satin Care Shave Gel), trying on the latest spring and summer fashions from Rent the Runway, and showing off their looks on the Venus “blue” carpet, where every step equaled a $1 donation to support Step Up.
In addition to receiving $1 per step on the “blue” carpets, Step Up also received $1 for every tweet using #stepup.
The tour continued to Atlanta and Miami and then wrapped up in LA with special guests model Chrissy Teigen and Step Up CEO Jenni Luke.
The campaign raised $40,000 for Step Up and gave thousands of women in those four cities the opportunity to look and feel beautiful and walk the carpet in confidence.
See photos from each of the tour stops here.
Learn about the tour stops here.
Get a 2-minute wrap-up of the campaign here.
The glamorous events, coupled with social buzz, created impressive results, but don’t take our word for it! Check out this 2-minute Case Study, put together by Resource/Ammirati.
Here are just a few highlights of our campaign:
-694 million impressions
-31,000 #stepup tweets
-35,000 razors in the hands of consumers
-580% growth on Instagram for Gillette Venus
-93% growth on Twitter for Gillette Venus
-14% growth on Facebook for Gillette Venus
-$40,000 raised to help Step Up teens become confident, college-bound and career-focused and ready to join the next generation of women leaders
