Title	LIKE A GIRL OLYMPICS
Brand	PROCTER & GAMBLE
Product/Service	ALWAYS
Entrant	MSLGROUP New York, USA
Idea Creation	MSLGROUP New York, USA

Name	Company	Position
Mark Tutssel	Leo Burnett Worldwide	Global Chief Creative Officer

The Campaign

Audience To reach girls directly, Always continued to focus the message on millennial women, younger girls, and their parents. A partnership with the International Olympic Committee (IOC) widened the global reach of the campaign, with 41 markets activating during the Olympic Games and 14 athletes being leveraged globally. Primary Research MSLGROUP conducted a fourth-wave study on the topic of confidence at puberty with Research Now to identify insights to shape the campaign: • By age 17, at the end of puberty, more than half of girls (51%) will have quit sports • 7 out of 10 girls who quit sports during puberty felt they did not belong in sports • Only 1/3 of girls feel that society encourages girls to play sports • Three of the top benefits of staying in sports girls reported are increased confidence (62%), teamwork (64%) and leadership skills (54%) The Insight 7 out of 10 girls who quit sports during puberty felt they did not belong in sports, leading half of them to quit playing at puberty – a time when sports could benefit girls most. Because of the critical role of playing sports in building confidence, Always wanted to urge all girls to keep playing. Based on this insight, we determined that "keep girls playing" would be the theme of this mission. Leveraging the Research MSLGROUP leveraged insights and data from the Research Now study to bolster the campaign credibility and news value and drive content, as well as messaging across program assets and tactics.

Creative Execution

• Premium partnerships: o The International Olympic Committee (IOC) and National Olympic Committee: Supported the he campaign and provided access to Games assets and athletes to drive credibility o UN Women: Always committed its support to the UN Women & IOC initiative “One Win Leads to Another,” benefitting 2,500 local Brazilian girls, giving them access to sports and a confidence-building curriculum as part of a pilot program. These organizations also co-created a new #LikeAGirl Toolkit, which offers parents, coaches and teachers the tools needed to encourage girls to keep playing sports. o Walmart: Always and Walmart are working together to help keep girls in sports across the U.S. by giving one girls team in each state sports resources through the “50 Teams, 50 States” program. • Credible Spokespeople: We leveraged Alex Morgan as a key spokesperson; her participation was featured in 70+% of coverage. Dr. Jen Welter provided academic insight into the role of sport in helping build girls confidence. • Spark interest: We enlisted key athletes and influencers including Alex Morgan, Ariana Huffington and Mia Hamm to break through media clutter and kick start conversation on social and to share the video at launch • Strategic media outreach: We secured launch exclusives in multiple markets; with top-tier placements in Huffington Post, CNN, and Mashable. This approach, combined with influencer and social support, ensured extensive coverage throughout traditional and social media and drove consumer and media conversation. • Supplemental materials: We worked with Always to develop unique content for social and traditional outreach, including a behind-the-scenes video with director Nanette Burstein, and athlete profile videos with Alex Morgan. • Influencer engagement: We developed a global influencer strategy, including teen vloggers, mom bloggers and “on the ground” influencers who drove awareness and popularity of the video while encouraging participation in the CTA. • Real-time social: We actively engaged with key Olympic moments for women during the Games, allowing the brand to insert itself into this topical conversation.

The Always #LikeAGirl – Keep Playing program and Olympic partnership was a success - exceeding all of Always expectations and more. To date, the campaign has received 2.02 billion impressions in the U.S. alone – far exceeding our goal of exceeding our impressions from the previous Always #LikeAGirl Unstoppable campaign (1.7 billion impressions). 99% of coverage had a positive sentiment, and 79% of coverage included the Always #LikeAGirl – Keep Playing video within the article – which helped to increase video views of the video on YouTube. The campaign video received positive feedback from media outlets, influencers, consumers and athletes, who were all eager to share the video link and join in the mission to keep girls playing #LikeAGirl. We secured strong media opportunities during our media day with spokesperson Alex Morgan and Dr. Jen Welter, including brand-priority outlets CNN, The Huffington Post and Mashable. Coverage was garnered by hundreds of media, especially those popular with parents and teen girls, like SELF, Shape and Refinery29. Top tier coverage also included FOX & Friends, Yahoo!, SiriusXM, and UsMagazine.com. Highlights included: • 27.7MM total video views on YouTube • More than 2.02 billion media impressions to date in the U.S. • 770+ earned media placements in NA alone • 99% of coverage was positive, with more than 75% of coverage including a mention of the video and over 70% referencing our spokesperson, Alex Morgan. 2/3 of coverage referenced our key insight, 50% of girls quit sports by age 17, therefore driving credibility of the campaign. • Notable media buzz: o Social engagement from key athletes and influencers at launch, including Ariana Huffington, Mia Hamm, Dr. Jen Welter, the USOC, Orlando Pride, and Megan Rapinoe o Top tier coverage including, Huffington Post, CNN.com, Mashable and Yahoo! • Garnered a social reach of over 195 million • Garnered 42,838 social mentions with #LikeAGirl • Overall CPM of $0.33

Always embarked on the #LikeAGirl campaign after uncovering the insight that more than half of girls experience a drop in confidence during puberty, and many never fully recover. The first #LikeAGirl social experiment video was a huge success, with nearly 100 million views online worldwide and hundreds of thousands of positive social posts. More recently, this past March, Always tackled the subtle biases that girls’ favorite language, Emojis, convey and the way all types of communication can reinforce stereotypes for girls. With each campaign, Always #LikeAGirl has continued its mission to stop this drop in confidence – and this summer, the brand aimed to raise awareness about the link between confidence and sports.

Our strategy was to capitalize on the high-profile nature of the Olympic Games and surrounding media and consumer touchpoints to align with credible partners, organizations and ambassadors to fuel a conversation around keeping girls in sports and amplify the overarching Always #LikeAGirl mission to help stop the drop in confidence girls experience at puberty. This idea was brought to life through a new social experiment video showing the ways girls feel about whether they belong in sports, including stories of why they quit or kept playing. Always partnered with award-winning director Nanette Burstein to capture their responses. This video and its insights would become the focal point of the campaign, supported by a partnership with the International Olympic Committee (IOC) during the Rio 2016 Olympic Games. The brand aligned with credible partners, organizations and ambassadors to show action and fuel engagement around keeping girls in sports and the impact of helping to stop the drop in confidence. In the U.S., the brand enlisted spokesperson and Olympic athlete Alex Morgan along with Dr. Jen Welter, MS Sport Psychology & PhD, to provide both personal and professional points of view on the important role that sports plays in building girls’ confidence. To help spread the #LikeAGirl message and encourage girls everywhere to keep playing, Always built a strategy that maintained conversation around the campaign across three months, from the launch in June through the end of the Olympics in August. The initial announcement included a U.S. exclusive featuring Alex Morgan, followed by a national media day with additional support from Dr. Jen Welter. In July, the brand sustained campaign conversation via influencer engagement, and in August, activated an on-the-ground event at the Rio 2016 Olympic Games in partnership with the UN Women and the IOC, as well as engaging in real-time social posting throughout the duration of the Games.