She arrived in the middle of the night, seemingly out of thin air. Her arrival was quiet but calculated. The following day— International Women’s Day—millions would know her as the Fearless Girl.
Standing roughly 50 inches tall, hands triumphantly placed upon her hips and facing Wall Street’s iconic Charging Bull statue, she took the world by storm. Created for financial advising company State Street Global Advisors by creative agency McCann New York, the Fearless Girl statue quickly went viral online, garnering over 1 billion Twitter impressions in the first 12 hours, and eventually reaching 4.6 billion Twitter impressions and more than 215,000 Instagram posts over 12 weeks. A petition signed by more than 40,000 people demanded that Fearless Girl stay put, opposite the Charging Bull, through 2018.
The fact that Fearless Girl was created on “a shoestring budget” with no paid media behind it made it even more of a marketing marvel, said SSGA senior managing director and CMO Stephen Tisdalle. The effort reportedly generated $7.4 million in free marketing for the company across TV, social and radio, per Apex Marketing. Some sources place the marketing budget for Fearless Girl around $250,000, although SSGA would not confirm.
She was indeed a viral sensation, but how did a statue of a young girl help SSGA’s business, if at all? According to the company, her purpose was not nece