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Overview:

One of India’s largest AI-powered platform for women's career growth is looking for a creative agency to conceptualise and execute a hero brand film. The objective is to strengthen awareness, build emotional connection, and positions them as India’s leading platform for women’s career growth and earning potential.

Campaign Goals:

1. Build Awareness: Drive national visibility for them as India’s largest career platform to unlock women’s work-life aspirations
2. Drive Connection: Create a powerful, relatable narrative that inspires women to take charge of their earning and growth potential
3. Encourage Action: Motivate women to sign up on HerKey’s to explore sessions, opportunities, and community
4. Strengthen Brand Identity: Establish a distinct and memorable creative identity that aligns with HerKey’s tone and purpose

Scope of Work:

1. Strategy & Positioning

• Develop a strong brand narrative that articulates the brand's mission and impact
• Identify key audience segments (career restarters, professionals seeking growth, freelancers, leaders)
• Craft the campaign strategy and positioning line that can scale across media and formats

2. Creative Concept & Campaign Development

• Develop the campaign’s central idea and creative platform, including key messaging, tone, and storytelling approach.
• Create the main campaign film (digital-first, adaptable to TV if required) and supporting short-form content for social, digital, and partner platforms
• Develop campaign copy, key visuals, and adaptations across media

3. Campaign Rollout

• Work with the brand's internal teams to plan campaign phases (launch, engagement, sustain)
• Ensure creative consistency across all assets and channels
• Provide performance tracking and post-campaign evaluation

Key Messaging Pillars:

1. Earning Potential — How they help women unlock, grow, and own their financial and professional journeys
2. Personalised Growth — A career path that adapts to her goals, skills, and life stage
3. Community and Connection — A space built for women, by women, where learning and opportunity come together

Tone and Creative Direction:

The campaign must feel:

• Aspirational yet authentic — grounded in real stories and ambitions
• Bold and modern — confident in voice, fresh in visual identity
• Inclusive and relatable — reflecting women from diverse roles, regions, and stages.
• Emotionally resonant — inspires belief, ownership, and pride.

Deliverables:

• Brand campaign strategy and positioning line
• Main campaign film (30 sec)
• 3–5 short digital edits and adaptations (Reels, YouTube Shorts, etc.)
• Key visuals and copy for digital, print, and OOH (if required)
• Campaign toolkit and creative playbook for internal and partner use
• Campaign performance and impact report

KPIs / Success Metrics:

• Increase in brand awareness and recall
• Growth in traffic and sign-ups during campaign period
• Increase in platform engagement (sessions and community participation)
• Earned media and social amplification
• Qualitative brand sentiment uplift