Heat - Sorry Like You Mean It
Women over-apologize. A lot. It has major implications for the way we work and how we communicate with the world, yet we could find almost no existing research on the subject. So we developed our own study, and we called it “Sorry Like You Mean It”.
Words have the ability to either give power or take it away. With “Sorry Like You Mean It,” we wanted to understand the motivations and implications of apologetic behavior, and start a conversation on how everyone (including men) could benefit from tackling the issue together.
Heat developed a first of its kind quantitative study that broke down apologetic behavior and offered thoughts on how to put more intention behind the words we choose. We took our results and turned them into a dynamic site where people could learn about our findings and challenge themselves to change their behavior. To get the word out, we developed short animated teasers with some of our most provocative findings, like the fact that women in senior leadership roles apologize more than their junior male counterparts, and then amplified through social.
- During a short 5-day flight with only $1,500 in paid media, we garnered almost 190,000 total impressions.
- The animated videos we produced reached 11,000 views with only $0.04 cost per view.
- Organically, our posts had 3,300 total engagements on Twitter and was viewed over 1,000 times on Facebook.
- Resulted in hundreds of new followers on social channels including Instagram, Facebook and Twitter.
- Picked up by Adweek and featured on the front page in the Editor’s Picks column, and retweeted by industry influencers such as the 3% Conference and Cindy Gallop.
- Experienced high volumes of traffic from people all over the country and world.