The mission of The 3% Conference is to build the business case for diversity by championing female creative talent and leadership by offering content, community and professional development.
Despite the macho mentality of the Super Bowl, nearly half of all game day viewers are female. Kat Gordon, founder of The 3 Percent Conference, wants to hear those female voices during her live Tweetup on Sunday.
“The Tweetup is a way to showcase — on the biggest ad spend day of the year — the perspectives of women about the ad messages, reminding brands that women do the majority of consumer spending and social sharing,” said Gordon.
Gordon’s group will host four live Tweetups Sunday at ad agencies across the country, where women will discuss the commercials in person and via Twitter. For those who want to participate and can’t make one of the live events at DDB in Chicago, The Hive in San Francisco, R/GA in New York City and Barkley in Kansas City, can join the Twitter discussion by downloading the scorecard and tweeting opinions from home using the hashtag, #3percentSB.
“The fact that the women participating are creative directors or senior creatives at agencies makes their perspectives even more relevant,” said Gordon, who pointed out that of the 20.9 million Super Bowl-related tweets sent during last year’s game, nearly 30 percent were about the ads. “These are media-makers, who know what goes into the making of a spot that costs $4 million to air.”
According to onlineMBA.com, women comprise the majority of Twitter users (59 percent) and BrandWatch found that of those female Tweeters, women out-tweet men by a whopping 60 percent. Gordon wants to leverage this information and beat last years Tweetup impressions of 2.3 million.
Millennials getting in the game
Gordon believes that millennial women will play a large role in the success of the Tweetup this year. “Half of Twitter’s users are under 35 years old, so the platform is primed to get the attention of millennials,” she said. “They are also the most diverse generation in US history, making The 3% Conference’s mission — about upping the diverse perspectives that impact the 3,000 ads we see daily — one that will likely resonate.”
Millennial women have a strong influence in the social sphere. Ninety two percent of Gen Y women consider themselves to be trendsetters and they are twice as likely to use online networking sites to share their recommendations. Tapping into this powerful audience will be key for brands advertising in the Super Bowl this year.
