Rebel Girls
The Challenge
The Brand Agency was approached by Rebel Girls during an inflection point after a large round of funding. Rebel Girls was looking to transition from a podcast to a media conglomerate. Although the franchise was wildly popular amongst parent consumers and their children, business press was not educated on the mission or offerings. Our team came up with a strategy that focused heavily on cultivating messaging surrounding Rebel Girls' success milestones. This was done in order to promote, familiarize, and educate both editors and consumers on how the franchise is revolutionizing the children’s media space. In tandem with the larger strategy, The Brand Agency was also tasked with creating executive visibility in the media for CCO and Founder Elena Favilli, promoting Rebel Girls' COVID-19 initiative, the award-winning Rebel Girls podcast, and more.
data-driven results
In order to illustrate Rebel Girls as a more than a publishing platform but rather a media conglomerate, The Brand Agency devised a strategy and messaging that would appeal to parents, children, and educators alike. We utilized our network of media, influencers and gatekeepers to effectively reach the brand's key audiences and shine a light on how the company is spearheading a new genre of children’s media. In doing so, we were able to tell the story of how Rebel Girls has an undeniable track record of achievements and how the company is reaching even greater status and more recognition.
The Brand Agency developed a strategic branding & communications roadmap for Rebel Girls which proved to be a complete success. Our thoughtful messaging was easily adopted by press. As a result of our efforts, the brand secured coverage on top tier media outlets. The Brand Agency’s messaging and editor rolodex was used to secured over 12,800,835,464 media impressions on behalf of the Rebel Girls. Highlights included but were not limited to media placements in outlets including Forbes, PopSugar, Publisher’s Weekly, Good Housekeeping, TODAY, Washington Post, San Francisco Chronicle, and more.
Our also developed brand strategy for the company’s first event, Rebel Girls Digital Book Fair. Our team engaged talent (celebrities and influencers), to read excerpts from the Rebel Girls books to audiences on social media amidst the coronavirus crisis. As part of our strategic approach, we also highlighted the specialness of each episode of the Rebel Girls podcast and drew media attention to its subjects, narrators and discussion topics with a weekly cadence that mirrored our messaging strategy.
