Women-led campaigns aren’t just making waves—they’re reshaping the economy and redefining how brands connect with consumers. A recent study shows that product campaigns steered by women are 62% more likely to be a consumer’s first choice and lead to a 16% increase in long-term sales, underscoring the power of authentic, female-centered storytelling.
From film and music to marketing and beyond, women’s narratives are reshaping PR and cultural conversations, leaving a lasting impact for generations to come. This edition of Muse explores the power of women-led PR and storytelling, focusing on the movements shaping culture, commerce, and connection.
Barbie: A Movement with Staying Power
Barbie is possibly one of the oldest, most widespread, and successful female-orientated brands, and Greta Gerwig’s highly anticipated 2023 Barbie film not only grossed over $1.4 billion, but also launched the ‘Barbiecore’ trend into the world’s cultural conscience. The bold, hyper-feminine pink aesthetic took over fashion, design, and tech, embraced by celebrities, designers, and influencers as the year’s hottest colour.
However, Barbie’s cultural influence extended well into 2024 and beyond. The film’s themes of inclusivity and self-expression struck a chord with audiences worldwide, sparking a broader shift in media representation. In 2024, female protagonists featured in a record number of films, and in the horror genre alone, they dominated box office hits, including The First Omen, Longlegs, The Substance, Smile 2, and Nosferatu, to name a few. These films didn’t just showcase strong, complex female characters; they resonated with critics and audiences, proving that women-centered storytelling is not a trend but a lasting force in entertainment.
From Beyoncé to Taylor Swift: The Forces of Nature in Music and Marketing
Known for being one of the world’s best-loved female artists and any marketer’s dream brand ambassador, Beyoncé continues to leverage the massive success of her 2023 Renaissance Tour, which generated a $4.5 billion economic impact. Beyonce’s upcoming Cowboy Carter Tour is set to carry a bold Western aesthetic, further pushing genre boundaries and expanding her influence; on the day of the Cowboy Carter album release, Vevo reported a 38% global rise in views of country music videos, enabling advertisers to reach new audiences.
Beyond the music, it’s estimated that Beyoncé’s Renaissance tour generated $39.1 million in media impact value for brands like Loewe, Alexander McQueen and Balmain. Beyoncé’s strategic partnerships, such as her collaboration with Tiffany & Co., exemplify how a well-crafted narrative can transcend industries, extending into fashion, branding, and cultural discourse.
Similarly, Taylor Swift’s Eras Tour has become the highest-grossing tour of all time, with an estimated $5 billion economic impact. Swift’s ability to turn deeply personal, female-centric storytelling into a communal experience has fostered an unmatched connection with audiences. Her marketing ethos built on transparency, direct fan engagement, and surprise album drops—transformed the tour into a cultural movement that drove global tourism, record-breaking merchandise sales, and unprecedented digital engagement.
Continue reading our next blog to learn how to apply strategies from iconic Women-Led Campaigns.