Fearless Girl

New York City is known for its iconic landmarks. However, a new face has recently been added to the must see list in the Big City. State Street Global Advisors by creative agency McCann New York created the Fearless Girl statue, who quickly captivated a countless number of individuals attention.

Standing 50 inches tall, with her hands purposefully positioned on her hips, the Fearless Girl stands opposed to the famous Wall Street Bull. McCann selected this particular statue to represent SSGA's gender equality message. Many view the statue standing in defiance to the Bull. However, the creative team wanted to employ the idea that the Fearless Girl is "forward leaning" because she wants to participate in the American economy in the notion of American prosperity that Wall Street represents. 

The Fearless Girl was created on a rather small budget with no paid media behind it. Therefore making this campaign to be considered a marketing marvel. The statue was constructed over night, and debuted on International Women's Day 2017. The captivating new sight gained over 1 billion Twitter impressions in the first 12 hours. In 12 weeks, the new landmark 4.6 billion Twitter impressions, and 215,000 Instagram posts. Individuals were so inspired that a petition was signed by more than 40,000 people demanding the Fearless Girl remains put through 2018.

Although the particular statue became a viral sensation, that was never SSGA's primary intention. The company wished to promote the one year anniversary of their SHE Fund. This fund invests only in companies that employ women in top leadership positions. The Fearless Girl, indeed, made a significant impact on the Fund. Daily trading volume increased by 384 percent within three days of the statue's debut, and continued to increase 170 percent over the next 20 business days.

The Fearless Girl remains poised in New York City constantly reminding individuals to be thoughtful, communicate with partners and most importantly, be fearless.