Case Study: Fearless Girl

Last year, State Street Global Advisors (SSGA), the world's third largest asset manager, along with its agency, McCann New York, created an overnight viral sensation with the sudden appearance of the Fearless Girl—a bronze statue of a defiant girl facing Wall Street's iconic Charging Bull.

The campaign aimed to spark the conversation on women's equality issues in the US and did so by:

• Earning one billion Twitter impressions within the first 12 hours
• Being featured in 4,122 broadcast news segments in the US alone
• Reaching 128 countries 
• Increasing the size of the SHE fund, SSGA's Gender Diversity Index, by 374%

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