| Title | #LIKEAGIRL |
| Brand | P&G |
| Product/Service | ALWAYS |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
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Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
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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
|
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Production Company
|
CHELSEA PICTURES Chicago, USA
|
Credits
| 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 |
| 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 |
Results and Effectiveness
76million views worldwide (36% earned), 4.5billion earned impressions, 1million shares and 4.5million posts of #LikeAGirl achievements socially, encapsulating sports, careers, arts and 59 video re-enactments. #LikeAGirl was mentioned on Twitter at a rate of 1 tweet every 90 seconds.
Celebrities 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. 92% increase in purchase intent.
Creative Execution
To generate maximum reach and sharing with a limited budget, we needed long-form storytelling outside of TV, and opted for YouTube pre-rolls to deliver the #LikeAGirl message.
We sparked organic reach through a strong influencer and blogger outreach program and the video went viral, with 65% of the views in the first week resulting from organic social sharing.
As the campaign gained traction, we centralised the media buy for the whole world giving us maximum leverage, increasing views and inspiring a global news story.
The film CTA encouraged girls to share the film, visit the website or share their #LikeAGirl achievement on social creating more and more online buzz. 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 media and search.
Insights, Strategy and the Idea
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.