LUNA Equal Pay Day
Managed integrated brand campaign project spanning content, media, sales and experiential.
End-to-end integrated project management of LUNA Bar’s “Equal is Equal” campaign combatting the 20% gender pay gap through the power of negotiation.
Developed online negotiation tool, a “Know Your Worth Checklist” with expert advice and insights from entrepreneurial women.
Formulated experiential activation to educate women about negotiation styles and tactics, driving product sales and traffic to lunabar.com
Partners: Golin, BMF, AAUW
The Challenge: The statistics were unbelievable. Less than 40% of women negotiated their last salary during job offer, promotion or review cycle.
The Solution: Create awareness about LUNA’s commitment to pay equality and share negotiation tools with women across the United States. Through strategic partnerships and thoughtful activations, LUNA Bar was able to turn salary negotiation into a point of opportunity, rather than a point of conflict. Campaign resulted in 30% sales increase YOY on LUNABar.com during the week of the campaign; 283% increase in site traffic; 1 billion+ impressions; and a 9 point lift in its Brand Love score.
The AAUW was a standout strategic partner for LUNA Bar. A longstanding organization dedicated to empowering women, we leveraged their research, experts and tools to complement the campaign.