SheKnows Says 46% of Women Consider Themselves Feminists and It Has the Content to Reach Them

With a little help from HelloFlo

For its first Digital Content NewFronts presentation, SheKnows played up its research to back up a number of feminist-minded online classes and original videos.

To help marketers first get a grip on its audience, the women's media company shared data from 1,622 online participants who answered questions about how they define feminism. Overall, 46 percent of women identified as a feminist. Another 32 percent weren't sure or said it depends and 22 percent of women don't consider themselves a feminist.

Sixty-one percent of all women said that they've had their ideas overlooked, and 57 percent said that they are not paid equally as men for equal work. Another 25 percent of women said that having a child negatively impacted their career, and 30 percent had a tough time getting back into the workforce after staying home to raise their kids.

"The purpose we pursue is equality for men and women, boys and girls—it's pretty simple [and] it's the core definition of feminism," Samantha Skey, president and chief revenue officer of SheKnows, told a packed room today at its presentation in midtown Manhattan.

"We believe that we can make the world a slightly better place by being deliberate about what we create, how we collaborate and how we conduct our business. Pop culture and mainstream media are where we're going to see the change in busting stereotypes."

One of the main video efforts SheKnows is pitching to brands is a series called #Fail that follows women entrepreneurs like SoulCycle founders Elizabeth Cutler and Julie Rice and fashion stylist Stacy London. Brands can sponsor such profiles, and the series will also launch a reality show this year that matches up women entrepreneurs with mentors.

Another reality series called School Lunch Warriors pits parents against each other to make healthy lunches that are judged by a panel of kids. Food brands that pay to sponsor the videos will have their products featured in meals.

As part of its acquisition of viral advertising company HelloFlo, SheKnows is launching a series of online classes that cover parenting, puberty and fertility.

Dubbed Learn From Her, the on-demand series covers at least 10 classes that brands can sponsor.

HelloFlo also launched its second ad—"Leaks Can't Stop Me Now"—today that tackles bladder leaks as part of a year-long deal with Kimberly-Clark's Poise brand.

There's also a slate of other shows, including an animated series called Bad Date Diaries that tells first-hand stories about dating mishaps.

In addition to its own original content, SheKnows also works with advertisers to pair them up with 21,000 influencers to create branded content. Today it's launching a new feature in its Momentum software platform that automatically matches up brands with creators based on a brief and then tracks the campaign's stats.

The company also said that 86 percent of its 81 million monthly unique visitors follow a social media influencer, and pitched media buyers in the room on helping find small niches of women for brands to work with.

For example, a marketer can hone in on millennial moms who live in the suburbs with a toddler and in the market for a new car.

"I get asked all the time about what's the secret to making viral content. The secret, in my opinion, is that it needs to be real," said Naama Bloom, SheKnows' svp of integrated marketing and co-founder of HelloFlo. "My content generally reflects my voice and the way I speak to my friends, the way that I speak to my husband, the way that I speak to my children."

"The other thing that's important is that it needs to move you. You need to either laugh or cry, but ultimately, you just have to feel something."

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