Always, a feminine products brand from the Procter & Gamble Family, ran a social media campaign to change society’s gender stereotypes. According to a survey, 72 percent of girls feel that they are limited by societal expectations. The campaign was developed to break these negative ideas about being a girl and develop confidence in females everywhere, especially those on the verge of puberty.
The first installment of the #LikeAGirl campaign was launched on YouTube. This video achieved over 85 million global views from more than 150 countries. Six months later, the company aired a 60 second version of the video during the Super Bowl. According to CNN, this championship game attracted an average of 114.4 million viewers, which provided a record-breaking audience for the ”Like a Girl” ad. The advertisement also broke another norm; it was the first time that a feminine care product was advertised during the Super Bowl. It spurred a hash-tag #LikeAGirl that saw tremendous response. By utilizing both traditional marketing and social marketing, Always created a campaign that resonated with women everywhere. In fact, it was deemed the top digital campaign of the Super Bowl based on an Adobe ranking system of social network mentions.
The creative strategy behind the video is marvelous. Documentary filmmaker Lauren Greenfield joined Always to produce the “Like a Girl” ad. Throughout the brief commercial, she asks individuals to perform a task (run like a girl, fight like a girl, throw like a girl). How the older generation displays these activities differs drastically compared to the young girls who are asked the same thing. Whereas the post-pubescent people are shown tossing their hair and light-heartedly committing to tasks, the young girls do the complete opposite. They run at full force, aggressively throw punches, and use all of the strength in their tiny bodies to toss an imaginary ball. Throughout the short ad your heart melts. You resonate with the older generation and start to ask yourself when you learned this behavior. When did “being a girl” translate to “half-assing” activities? When did it become an insult? Most importantly, why do we accept this derogatory language?
As a marketer, I would deem this campaign as the best of social media because it received such a huge following. It was able to show heart and encourage change for the good of society. I think that this is what most marketers strive for but they often fall short. Thanks to Always, women around the world now feel empowered. Not only did the campaign boost the confidence of females, but two out of three men that have watched the “Like a Girl” video report that they will reconsider using the phrase as an insult. This campaign was successful because it showed that everyone has the power to break negative views. Regardless of race, gender, sexual orientation, or age, every individual can change perceptions and this was documented by the countless social posts using #LikeAGirl.
Always has released a new video to add to their campaign. It plays off of the previous idea of breaking negative female perceptions. Check it out here: https://www.youtube.com/watch?v=VhB3l1gCz2E