Good Girl Gone Bad: Valentine's Day Campaign

The Good Girl Movement

The Good Girl Movement
The Good Girl Movement
HOW DO BLACK WOMEN DEFINE A GOOD GIRL?

Chelsea Nycole
Kayla Hawkins
Skylar Mccurdy

Public Affairs and Management 

Howard University
Spring 2020
MISSION

Dedicated to encouraging young women of color to embrace

their own beauty standards while also establishing an outlet to

rediscover and reclaim their identity.

BACKGROUND

Founded by Hampton University's Alumna Brooklyne

Baker; The Good Girl Movement (GGM) is a platform that

strives to redefine what it means to be "good" as a woman in

society.

By creating a safe haven for black women to have a voice,

establish connections, and take up space GGM is committed to

changing the negative stigmas and limitations placed on black

women.
CAMPAIGN

Good Girl Gone Bad: Valentine's Day Campaign

Partnership with Savage X Fenty Lingerie by Rihanna

PURPOSE

Increase the good girl community participation through encouraging

black women to engage in self-love through the means of self

pampering
TARGET AUDIENCE

Black Women

Age: 18-26
GOOD GIRL GONE BAD VALENTINES DAY

When
Valentine's Week
February 10: Contest Rules Release
February 11-13: Contest Open
February 14: Contest Closes

What

My Goodies: Goodie Box that includes Good Girl Movement T-Shir X

Signature Fenty Stunna Lip Paint

How
Follow contest rules that will be released via social

media for a chance to win a free lingerie item from

the Savage X Fenty collection

Three winners will be selected

QUALITATIVE RESEARCH

Method

Open Coding:
Categorized general themes

Axial Coding:
Underlying messages
connecting to general themes

Selective Coding:
Main message connected to
each general theme

Why

identify major themes within study

CONDUCTED GROUPS | QUALITATIVE

Focus Group 1 Process

Google Form + Google Hangout Focus Recruited individually via message to

Group contacts, friends, and collegues

6 Questions
No incentives necessary to recruit
participants due to interest in topic
Questions aimed to reveal individual’s

thoughts on the depiction and

perception of black women, and reclaim

presence and voice

ex: What does being a good girl mean to

you?
ADDITIONAL QUESTIONS 

Since Valentine’s Day is typically seen as the day of love - how do you show love to yourself?

As a black woman, what stereotypes do you find yourself battling against?

Do you believe it is important for black women to take up space in the media?
CONDUCTED GROUP | QUALITATIVE

Participants

17 Participants Total
11 Google Survey
6 Google Form & Google Hangout Focus

Group
Black Women ranged from ages 20-23

Demographics

2 Midwest
3 Northeastern
1 Southeastern
CONDUCTED GROUP | QUANTITATIVE

Focus Group 2 Process

Google Form
Recruited individually via message to
contacts, friends, and collegues
10 Questions

No incentives necessary to recruit

Questions were designed to ensure the

participants due to interest in topic

campaign is appealing to our target

audience and providing them with an

experience they would engage with

ex: What are some words you associate

with Rihanna and her Savage Fenty

lingerie collection?
ADDITIONAL QUESTIONS 

Do you own any lingerie currently? If not, would you consider adding it to your closet? If so, how does
wearing lingerie make you feel?

What does the statement “good girl gone bad'' mean to you? (i.e. what does feeling “bad” make
you think of)

Would you post a selfie on social media for a gift/incentive?

CONDUCTED GROUP | QUANTITATIVE

Participants

12 Participants Total
12 Google Form

Black Women ranged 19-25

Demographics

3 Midwest
3 Northeastern
4 Southeastern
RESULTS

Focus Groups

Total of 29 Participants

Black Women ages 18-26 from the Midwest, Southeastern and,

Northeastern regions

Conducted two focus groups

Qualitative: via Google Form and Google Hangout

Quantitive: via Google Form
RESULTS
Focus Group

Designed to explore our participant’s interests and beliefs around their perception in the
media and how they define a Good Girl.

Outcome

Confirmed the need for black women to "reclaim" their perception

Confirmed that black women associate Valentine's Day with Self-Love and
pampering

Gave perspective on what black women deem a good girl

RESULTS

Survey

Designed to further explore our participant’s personals interest and preferences around
Fenty by Rihanna, lingerie, and self-love

Outcome

Black women connect lingerie as a confidence booster and act of self  love

Black women have an overall positive perception of the Fenty Brand

Black women are supportive of brands that support their empowerment

RESULTS

Qualitative Themes

Reclaiming vs Redefining the Black Women

Morals & Values

Prioritizing Holistic Health

Quanitative Themes

Practicing Self Love

Feeling beautiful/sexy is important to some degree

GGGB means to challenge the status quo while living freely

RESULTS

Similarties

Empowering one self

Living without limitation

Implementing a lifestyle that works for you

Differences

Qualitative reflects how black women feel about external forces and how
that effects how they feel within (external to interal)

Quantitative reflects what black women do to uplift themselves and their

specific likes (internal to external)
HOW DO BLACK WOMEN DEFINE A GOOD GIRL?

Black women seek to define a good girl as a way of reclaiming their voice

and presence while also defying the media's portrayal of black women.

Black women define a good girl as moral and value-driven. A good girl lives

unapologetically and strives to uplift her community by living by example.

Black women define a good girl as being intuned with her holistic health
and well being. A good girl understands the importance of prioritizing
herself by exercising  self-love
MESSAGES

Lifestyle of a Good Girl reflects good holistic health

Self pampering is a form of self love

Black women have the right to live a liberated life style

All women of color should feel confident in their own skin and truth

Good Girls advocate for black women/ WOC in the media and society
TACTICS

Advocate for black women in the media and society via social media

campaign via contest + user generated content

Valentine’s theme infographic

Utilize promoted tweets

Blog posts

Marketing video

Panel discussion with Good Girl ambassadors and guest appearance by

Rihanna
GOOD GIRlS.
GOOD GIRlS.
GOOD GIRlS .
Take up Space, Unapoligitically