Winners & Shortlists

#LIKEAGIRL

Short List
Title#LIKEAGIRL
BrandP&G
Product/ServiceALWAYS
Category A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company LEO BURNETT LONDON, UNITED KINGDOM
Advertising Agency LEO BURNETT LONDON, UNITED KINGDOM
Advertising Agency 2 HOLLER London, UNITED KINGDOM
Advertising Agency 3 LEO BURNETT TORONTO, CANADA
Advertising Agency 4 LEO BURNETT CHICAGO, USA
Media Agency STARCOM MEDIAVEST GROUP Chicago, USA
Production Company CHELSEA PICTURES Chicago, USA
Credits
Name Company Position
Judy John Leo Burnett Toronto Chief Creative Officer
Heidi Philip Leo Burnett Toronto Account Director
Becky Swanson Leo Burnett Chicago Creative Director
Aj Hassan Leo Burnett Chicago Copywriter
Hmi Hmi Gibbs Leo Burnett Chicago Art Director
Annette Sally/Shaina Holtz/Sandy Kolkey/Susan Lulich Leo Burnett Chicago Account Supervisors
Adine Becker Leo Burnett Chicago Agency Producer
Lauren Greenfield Chelsea Films Director
Kathryn Hempel Cutters Editor
Jake Bruene Chelsea Films Participation Director
Milos Obradovic Leo Burnett/Holler London Digital Creative Director
Angel Capobianco Leo Burnett/Holler London Copywriter
Nick Bygraves Leo Burnett/Holler London Art Director
Laura Jones Leo Burnett/Holler London Digital Planner
Rachel Darville/Karuna Rawa Leo Burnett Chicago Brand Planners
Anna Coscia Leo Burnett/Holler London Brand Planner
Gaia Gilardini/Lisa Bamber/Matteo Carcassola Leo Burnett/Holler London Account Supervisors

The Brief

Always wanted to raise brand awareness and popularity, but ultimately find an emotive reason to engage with women. Always is positioned around 'confidence' based on their superior product performance, but we wanted to understand confidence in a more meaningful way. At puberty, a girl’s confidence plummets, being lowest at her first period. Empowering girls during this critical life stage, when confidence is lowest, gave the brand a powerful role. We took on a big confidence killer, the common playground insult, 'Like a girl', and united all women (existing customers and customers-to-be) to redefine it into a positive.

Creative Execution

Always, leaders in feminine hygiene, has sought to own 'confidence' based on their superior product performance and the assurance it provides during your period. At puberty, young girls' confidence plummets; hitting its lowest point during a girl’s first period. This carved out a powerful brand role: stop the confidence drop. The campaign took on a confidence killer; the insult of ‘Like a girl,' seeking to redefine it positively. In a low interest category filled with stereotypes and outdated, patronising communications, the brand went from being 'wallpaper' to our audience to breaking boundaries and re-inventing communications for the category and industry.

Describe the creative solution to the brief/objective.

We created and filmed a social experiment asking adults and young girls what it means to do things ‘like a girl’, in order to spotlight the cultural issue. We created a social movement, asking girls to share all the amazing things they do #LikeAGirl reclaiming a phrase that's generally used as an insult and turning it into a positive, inspiring affirmation of female achievement. The aim was to not only empower our current audience (18-25 women) but also mobilise them in a global movement to inspire and support our future audience (10-12 girls), combatting their drop in confidence.

Results

The film achieved 76million views worldwide (36% earned). The CTA asked girls to share the film and show what they do #LikeAGirl. There were over 1million shares online. There were over 4.5million shares of #LikeAGirl achievements socially (UGC), encapsulating sports, careers, hobbies, arts and 59 videos of re-enactments. #LikeAGirl was mentioned on Twitter at a rate of 1 tweet every 90 seconds. Celebrities also shared the video with Chelsea Clinton, Ivanka Trump, Leona Lewis and myriad Olympians participating. The campaign achieved 99% positive sentiment and increased purchase intent by 92% (UK) through the redefinition of a simple phrase.