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Fearless Girl, the statue that mysteriously appeared the night before International Women’s Day in 2017 on New York’s Wall Street, was the creation of advertising agency McCann New York on behalf of a client, State Street Global Advisors (SSGA), a financial advisory firm. SSGA is the third-largest asset manager globally, but prior to this campaign there was little understanding of the company in the consumer space. One of its values is creating and promoting gender diversity. The campaign, ranked the most successful one promoting good causes in 2017 by The Good Report advertising website, was created on a shoestring budget with no paid media. The image of the statue – a young girl with her hands on her hips facing down Wall Street’s iconic Charging Bull statue – soon went viral online. Within the first 12 hours the image had more than 1bn Twitter impressions. Within the first 12 weeks this figure had reached 4.6bn, and there had been 215,000 Instagram posts. The campaign garnered fo...

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