Winners & Shortlists

#LIKEAGIRL

Short List
Title#LIKEAGIRL
BrandP&G
Product/ServiceALWAYS
Category A07. USE OF SOCIAL IN A MEDIA 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
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.