Buick’s “See Her Greatness” campaign debuted March 12 on CBS during the conference tournament games prior to the start of the NCAA March Madness tournament. Women’s Empowerment causes have increased significantly over the past 3 years for company wide initiatives. According to SponsorUnited’s data, from 2019 to 2021 there was over an 800% increase in brands spending on the cause while 2020 to 2021 alone saw a 229% increase.
The top two brands supporting Women’s Empowerment causes are Simmons Bank and Chase. Over the last two years, Chase has been one of the top two brands supporting the cause each year.
Throughout International Women’s Month, Chase had four nights dedicated to Women’s Empowerment with the New York Knicks, New York Rangers, Golden State Warriors and Santa Cruz Warriors.
From 2019 to 2021, nearly 2x more brands participated in cause related content for a total of over 3,000 brands getting involved this year. Financial and Healthcare brands led the way in terms of categories while EverFi and adidas were the top two brands in 2021.
Buick’s campaign generated buzz during the first two rounds of March Madness as the campaign’s goal is to help drive a conversation and visibility around women’s athletics. As noted by Buick, over 40% of athletes are women but they obtain less than 10% of media coverage. Buick and TOGETHXR have teamed up to create content where viewers can see a discussion between female athletes during the NCAA tournaments.