To generate maximum reach and sharing with a limited budget, we needed long-form storytelling outside of TV, and opted for YouTube pre-rolls.
We sparked organic reach through bloggers and the video went viral with 65% of initial views stemming from organic sharing.
As the campaign gained traction, we centralized the media buy for the whole world, increasing views and inspiring a global news story.
We created a #LikeAGirl website for more information on how Always tackles this drop in confidence.
The campaign also included PR/ER activation through e-influencers and top media, as well as media support on YouTube, social and search.
76million views worldwide (36% earned), 1million shares and 4.5million posts of #LikeAGirl achievements socially, encapsulating sports, careers, arts and 59 videos of re-enactments. #LikeAGirl was mentioned on Twitter at a rate of 1 tweet every 90 seconds.
Celebrities like Chelsea Clinton, Ivanka Trump and Leona Lewis shared the film and it achieved worldwide top-tier media coverage featuring on Good Morning Britain, The One Show and Good Morning America.
The campaign achieved 99% positive sentiment, with 81% of women saying they'd support Always in a movement to reclaim 'Like a girl' as a positive statement and 92% increase in purchase intent.
Feminine care is a low interest category; consumers just reach for the cheapest deal. Always wanted to raise brand awareness/popularity, but needed an emotive reason for women to engage socially.
Always positioning is 'confidence' based on superior product performance. A girl’s confidence plummets during puberty, reaching its lowest point during her first period. Empowering girls during this life stage gave Always a powerful role.
We took on a big female confidence killer; the playground insult 'Like a girl'. We challenged its use and redefined it to a positive.
We filmed a social experiment asking adults and young girls to do things ‘Like a girl’, spotlighting the cultural issue. It lived on YouTube and was seeded with influencers to ensure early views/shares. The social movement asked girls to share the amazing things they do #LikeAGirl on Facebook, Twitter and Instagram while PR drove wider discussion around this age-old gender prejudice.