CompTIA #MakeTechHerStory Creative Campaign | Walker Sands

The Tactics

The Microsite Centers the Campaign

Walker Sands creates a microsite that serves as the centerpiece of the campaign and houses all of the campaign materials including the e-book, video and unique avatar builder for visitors to envision Rosie in their own likeness.

The Avatar Builder Ignites Interaction

A custom coded Rosie the Riveter avatar widget allows site visitors to build their own personalized Rosie for sharing on social media using the campaign hashtag, #MakeTechHerStory.

The Avatar Builder Empowers Everyone

The tool invited full participation by reflecting the diversity of women interested in working IT. With customizable hair, skin, eye, clothing and background options, more than 10 million different avatars were possible.

The E-Book Tells the Story

A 30-page e-book is created, filled with the results of the quantitative and qualitative research, which helps to lay the foundation of the entire campaign.

Lights! Camera! Learn!

Each campaign asset complemented the other. For instance, the e-book leads to a three-minute documentary-style video, which includes footage from focus groups and local educational groups, as well as 1:1 interviews with the girls.

A Direct Mailer Drives the Message Home

To drive campaign awareness and social media engagement, a direct mailer containing a replica of Rosie’s signature red polka dot bandana and a branded postcard is sent to 350 prominent tech industry leaders and influencers such as STEM teachers and community groups like Tech Girlz and Girls Who Code.

Leveraging Social Media for National Impact

The message is primarily aimed toward girls, an unfamiliar audience for CompTIA and a traditionally hard-to-reach group in general. A comprehensive paid and organic social media strategy is developed to reach them.

Facebook, Instagram, LinkedIn and Twitter are all effectively used to encourage sharing of the #MakeTechHerStory hashtag to spread awareness of the campaign and inspire engagement. Targeted communities include mommy bloggers, women working in IT, grassroots organizations, women-centric media outlets and blogs like Brit+Co and PureWow.