How Chappell Roan Promoted Her Single, and Sparked Empowering Dialogue on Women in Male-Dominated Trades.
Chappell Roan, following her last project, and in anticipation of her next album, crafted this promotional material for her new single “The Giver”. Combining old newspaper cutout ad aesthetics and clever double entendres, she crafted an eye-catching campaign that captivated onlookers.
She let her audience spread her message through social media, stemming from the use of guerrilla marketing and street teams posting her signs. Guerilla marketing is based on the maximum use of thoughtful well-placed resources to achieve the best result. The street teams build awareness by posting the ads publicly, building excitement, and directly reaching customers to generate interest.
Making marketing accessible and creating a sense of exclusivity is an effective strategy for encouraging audience interaction. The tangible aspect of these ads makes it all the more memorable, with some people taking the hotline tabs, and in some cases, whole posters off the walls.
In this case, the placement of her billboards in Nashville, New York, and Los Angeles (which are known music production hubs) are ideal locations to jump start the marketing buzz and reach a broader audience. By being in those cities, using the interest in her as an artist, and growing anticipation of her next work, it allowed the public to generate marketing for her by posting photos and videos online.
Since her song, “HOT TO GO!”, was already widely popular and associated with her, the hotline was built around that recognition. When you dial the (620-HOT-TO-GO / 620-468-8646) hotline, you are given a menu for different jobs, and each job type provided a snippet of the song. One menu option even had “she gets the job done” playing on a loop.
Ad Designby Ramisha Sattar | Images source: shadysgf on Reddit
Along with creating a knockout marketing campaign, she also opened up an empowering dialogue around women being able to excell in male dominated fields. Careers like lawyer, plumber, dentist, detective, and construction worker are very male dominated, and the culture around women in trades and higher education is still turbulent at best.
“Even though there are anti-discrimination laws, shortages of skilled workers in the labor force, and unions to provide support, apprenticeship programs lacked quality outreach to women and men of color...and for jobs like plumbers, pipefitters, and steamfitters, 70% of women cancelled their apprenticeship agreements.” [1]
“44.4% of women in these fields consider quitting for a litany of reasons, citing factors like sexism, discrimination, hostile work environment, and isolation.” [2]
Sources Cited
[1] https://pmc.ncbi.nlm.nih.gov/articles/PMC8833840/#:~:text=Onc.e%20in%20apprenticeship%20programs%2C%20women,was%2070%25%20(5).
[2] https://womensmediacenter.com/news-features/new-report-examines-experiences-of-tradeswomen-in-construction-and-why-44-are-considering-leaving#:~:text=Nearly%20half%20(47.7%25)%20of%20respondents%20said%20they,an%20unsupportive%20if%20not%20hostile%20work%20environment.&text=Considering%20the%20report%27s%20findings%2C%20it%20may%20come,left%20or%20seriously%20considered%20leaving%20the%20trades.
[2] https://womensmediacenter.com/news-features/new-report-examines-experiences-of-tradeswomen-in-construction-and-why-44-are-considering-leaving#:~:text=Nearly%20half%20(47.7%25)%20of%20respondents%20said%20they,an%20unsupportive%20if%20not%20hostile%20work%20environment.&text=Considering%20the%20report%27s%20findings%2C%20it%20may%20come,left%20or%20seriously%20considered%20leaving%20the%20trades.