| Title | #LIKEAGIRL |
| Brand | P&G |
| Product/Service | ALWAYS |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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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
|
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Advertising Agency 3
|
LEO BURNETT TORONTO, CANADA
|
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Advertising Agency 4
|
LEO BURNETT CHICAGO, USA
|
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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 |
| Judy John |
Leo Burnett Toronto |
Chief Creative Officer |
| Heidi Philip |
Leo Burnett Toronto |
Account Director |
| Heidi Philip |
Leo Burnett Toronto |
Account Director |
| Becky Swanson |
Leo Burnett Chicago |
Creative Director |
| Becky Swanson |
Leo Burnett Chicago |
Creative Director |
| Aj Hassan |
Leo Burnett Chicago |
Copywriter |
| Aj Hassan |
Leo Burnett Chicago |
Copywriter |
| Hmi Hmi Gibbs |
Leo Burnett Chicago |
Art Director |
| Hmi Hmi Gibbs |
Leo Burnett Chicago |
Art Director |
| Annette Sally/Shaina Holtz/Sandy Kolkey/Susan Lulich |
Leo Burnett Chicago |
Account Supervisors |
| Annette Sally/Shaina Holtz/Sandy Kolkey/Susan Lulich |
Leo Burnett Chicago |
Account Supervisors |
| Adine Becker |
Leo Burnett Chicago |
Agency Producer |
| Adine Becker |
Leo Burnett Chicago |
Agency Producer |
| Lauren Greenfield |
Chelsea Films |
Director |
| Lauren Greenfield |
Chelsea Films |
Director |
| Kathryn Hempel |
Cutters |
Editor |
| Kathryn Hempel |
Cutters |
Editor |
| Jake Bruene |
Chelsea Films |
Participation Director |
| Jake Bruene |
Chelsea Films |
Participation Director |
| Milos Obradovic |
Leo Burnett/Holler London |
Digital Creative Director |
| Angel Capobianco |
Leo Burnett/Holler London |
Copywriter |
| Milos Obradovic |
Leo Burnett/Holler London |
Digital Creative Director |
| Angel Capobianco |
Leo Burnett/Holler London |
Copywriter |
| Nick Bygraves |
Leo Burnett/Holler London |
Art Director |
| Nick Bygraves |
Leo Burnett/Holler London |
Art Director |
| Laura Jones |
Leo Burnett/Holler London |
Digital Planner |
| Laura Jones |
Leo Burnett/Holler London |
Digital Planner |
| Rachel Darville/Karuna Rawa |
Leo Burnett Chicago |
Brand Planners |
| Rachel Darville/Karuna Rawa |
Leo Burnett Chicago |
Brand Planners |
| Anna Coscia |
Leo Burnett/Holler London |
Brand Planner |
| Anna Coscia |
Leo Burnett/Holler London |
Brand Planner |
| Gaia Gilardini/Lisa Bamber/Matteo Carcassola |
Leo Burnett/Holler London |
Account Supervisors |
| 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 are 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; reaching its lowest point during her first period.
Empowering girls during this critical life stage, when confidence is at its 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 and future customers) to redefine it as a positive.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
76million views worldwide (36% earned), 4.5billion earned impressions. The CTA asked girls to share the film and what they do #LikeAGirl. There were over 1million shares of the film. 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.
Explain why the method of promotion was most relevant to the product or service
Always, leaders in feminine hygiene products, have sought to own 'confidence' based on their superior product performance and the assurance it provides during your period.
At puberty, young girls' confidence plummets; being lowest at their 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,' and seeked 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.