Tory Burch is talking the talk and walking the walk with its new female empowerment campaign.
For the month of March, also known as Women’s History Month, Tory Burch has designed a campaign in support of its new women’s empowerment collection, using the brand’s signature “call to action” hashtag, #EmbraceAmbition. The campaign will be multi-channel, with efforts rolled out on the brand website, social media, and store windows. Called “Walk the Walk,” the campaign is affixed to the Tory Burch Foundation, which has a longstanding history of supporting women’s initiatives including the Tory Burch Foundation’s Embrace Ambition—a movement to power women and challenge stereotypes launched in 2017. This initiative marks the first time Tory Burch is integrating a foundation with its main company through a campaign with 100% of profits from the collection going to the foundation.
Along with several models, Tory Burch herself will star in the campaign ads, which will be highlighted across social media and feature a special filter on Instagram. The brand is inviting fans to share how they “embrace ambition” by tagging the brand and including the hashtag on the platform. As part of its out-of-home advertising, Tory Burch is also displaying billboards across U.S. cities with stereotype-challenging copy, including “Why is ambition not admired in women?” and “Why don’t we say working dad?” This campaign marks the fourth pro-bono initiative done by the brand, effectively connecting education with commerce, according to a Gartner report on the topic.
Tory Burch’s newest campaign is one that hits close to home and celebrates the women that built and love the brand. By donating all of the profits to its namesake charity, Tory Burch could inspire other businesses to be socially altruistic.