Case study
Feminist Fight Club
New York Times gender editor Jessica Bennett threw a “feminist wedding” for her first book.
Link active · last checked September 22, 2026
The challenge
NYT journalist and author Jessica Bennett wanted to throw a “feminist wedding” to launch her book Feminist Fight Club .
The insight
Be innovative: GIPHY photo booths at the event got over 15m views, extending Jessica’s reach online.
The solution
Grey Horse supported Feminist Fight Club online and in person. At the 450-person launch event, feminist influencers took the theme and “supported their local girl gang” on their social media accounts, telling thousands of girls about Jessica’s book. The event fulfilled the book’s values, with female-owned companies providing gif bags, and GIPHY’s Photo Booth spreading the word with 15m views of GIFs from the event on their platform.
Services
- Event Production
- Audience Engagement
- Digital Strategy
- Book Launch
- Press
- Public Relations
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