This Agency Built a Community of Influencers for Clients Like Drybar and Urban Decay

Women's Marketing aims to deliver insights about female consumers

Women's Marketing CEO Andrea Van Dam and evp, marketing and insights Marlea Clark Courtesy of Glimmer
Headshot of Katie Richards

Marketing and media services shop Women’s Marketing has been working with female-led brands in the beauty and fashion categories for 35 years, but you won’t find the 85-person team reminiscing about the old days of advertising.

For client First Aid Beauty, the agency cut back on traditional media outlets and turned to colorful native programmatic ad units to drive traffic to the brand’s website, and 95 percent of users that clicked were new visitors. The team also relied on paid media to grow its Facebook fans by 82 percent and sponsored posts to add 3,500 new Instagram followers per month since January.

Most recently, Women’s Marketing teamed up with consumer activation company Social Media Link to further its mission of turning indie and high-growth brands—including Urban Decay, Jane Iredale and Skechers—into industry leaders using technology and insights. Together, the two launched Glimmer, a community of female influencers built using Social Media Link technology.

“When I think about what I need to best service my clients, as well as create an opportunity for us as an agency from a thought leadership standpoint, the ability to tap into and potentially engage almost one million women is phenomenal,” Women’s Marketing CEO Andrea Van Dam said.

This story first appeared in the Nov. 27, 2017, issue of Adweek magazine. Click here to subscribe.

@ktjrichards Katie Richards is a staff writer for Adweek.