Title	#LIKEAGIRL
Brand	P&G
Product/Service	ALWAYS
Category	C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
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

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.