Made with Code
It started with a dress.
But this dress was different. It lit up the runway--literally--thanks to teenage girls combining ingenuity with code.
It was the beginning of our 5-year partnership with Google’s Made with Code, whose mission is to shift the paradigm that says girls and tech don’t mix.
Dressed in Code
With a consistent drive to show girls that the things they love are made with code, our work spans multiple campaigns—delivering everything from strategy to event activation to social content to community management.
Runway Ready.
To show girls the direct link between code and their passions, we collaborated with fashion icon Zac Posen and Google technologist Maddie Maxey to create a couture dress inspired by the stellar designs girls built on madewithcode.com.
To spread the word and get more girls coding, we sent pop-up coding trucks on the road and created content building up to the big day.
In fall 2015, 50 code-happy girls got to see the awesome places code can take them as VIPs at Posen’s New York Fashion Week show. The first-of-its-kind LED dress was the final piece shown.
“Being able to sit in the audience at a Zac Posen fashion show and see your design, along with your classmates’ designs, on a physical dress was incredible. It’s one thing to have an imagination and it is another to make those dreams a reality.”
Naome S. coder
Something to strut about.
The campaign boosted awareness and coding project completions, earning coverage in Adweek, InStyle Magazine, Mashable, Teen Vogue and The New York Times.
Digital dynamite.
240M
Earned impressions.
30K
LED projects completed.
6%
increase in Instagram community.
Change is Made with Code
Going Global.
In 2016, we looked at a new question: How do you inspire girls to use code for social change?
New York’s music-meets-activism Global Citizen Festival offered a massive platform for delivering the message that Change is Made with Code.
We zeroed in on relatable mentors whose innovative thinking makes lives better and shared their stories on social and in a film at the festival main stage.
Pioneering women coders ignited a new generation of women to use tech to shape their future.
Wonder Woman
We crossed magic bracelets with Wonder Woman, YouTube and Google Play to create a campaign showing girls that coding is a superpower.
Our goal?
Inspire girls to unleash their own superpowers through a multi-level video game-style coding challenge.
Wonder Woman’s visual effects producer reveals the real-life code behind movie magic.
The stats don’t lie.
(We used the lasso of truth)
The Wonder Woman campaign outperformed past activations by 126%, with 68 million impressions.
My Future Me Challenge
Most “jobs of tomorrow” don’t exist today.
Which leaves teen girls uncertain about their way forward. To shift how they envision their future selves, we teamed with Made with Code and Snapchat on the #MyFutureMe coding challenge.
From tech consumers to tech creators.
#MyFutureMe motivated girls to imagine and share how they see their future by creating their own Snapchat lens.
We delivered a powerhouse campaign
with high-performing Snapchat ads, organic social content, and extensive partner promotion with phenomenal women like education activist Malala Yousafzai, Olympic athlete Laurie Hernandez, and Google CMO Lorraine Twohill.
“3 life-changing days and a tweet can’t contain my gratitude to @madewithcode @Snapchat @google for SEEING and believing in us!”
Zoe #MyFutureMe Challenge Winner
We blew the submission goal into next year.
40%
Entry goal exceeded
9x
Average swipe-up rates for Snapchat.
Emojify the Holidays
1 million projects down.
We helped Made with Code cross the finish line to 1 million coding projects in 2017 with a holiday campaign promoting their Emojify project.
The campaign focused on driving traffic to a project that let people program their own mini-me emojis.
Using Instagram Stories polling, we created the first-ever crowdsourced emoji, and orchestrated a Twitter conversation between the Google family of social handles that became one of our biggest drivers of coding completions.
