Case Study 10: Always’ “Like a Girl” Campaign

 


Overview: Always’ “Like a Girl” campaign, launched in 2014, was a powerful marketing initiative that sought to challenge gender stereotypes and empower girls. The campaign addressed the negative connotations associated with the phrase “like a girl,” which is often used as an insult, and aimed to redefine it as a statement of strength and confidence. The campaign struck a chord with audiences and became a viral sensation, sparking a broader conversation about the impact of language on girls’ self-esteem.

Strategy: The strategy behind the “Like a Girl” campaign was to address the damaging impact that gender stereotypes can have on girls’ self-esteem, particularly during puberty. Always recognized that the phrase “like a girl” was often used as an insult, and the brand saw an opportunity to challenge this narrative and promote a more empowering message.

By aligning the brand with a social cause that resonated with its target audience, Always aimed to create a deeper emotional connection with consumers. The campaign also sought to position Always as a brand that cares about the well-being and confidence of girls and women, going beyond just selling products.

Execution: The “Like a Girl” campaign was launched with a powerful video that featured a group of young girls and women being asked to perform tasks “like a girl.” The video highlighted the stark difference in how younger girls and older participants interpreted the phrase, with younger girls performing the tasks confidently and older participants often mimicking stereotypes. The video ended with a call to action, encouraging viewers to redefine what it means to do something “like a girl.”

The video quickly went viral, amassing millions of views on YouTube and sparking widespread discussion on social media. Always further supported the campaign with additional content, including interviews with girls and women about their experiences with gender stereotypes. The campaign was also integrated into Always’ broader marketing efforts, with the message being featured in commercials, print ads, and social media posts.

Results: The “Like a Girl” campaign was a major success, not only in terms of brand engagement but also in terms of its social impact. The campaign’s video generated over 90 million views on YouTube and was widely praised for its positive message. The campaign also led to a significant increase in Always’ brand awareness and favorability, particularly among younger consumers. Additionally, the campaign won several industry awards, including a Grand Prix at the Cannes Lions International Festival of Creativity.

Visual Aid Suggestions:

  • Before and After Word Cloud: Show the difference in how people interpret the phrase “like a girl” before and after the campaign.
  • YouTube View Count Graph: Display the growth in views of the campaign’s viral video over time.
  • Campaign Impact Map: Create a map showing the global reach of the campaign and its impact on gender conversations in different countries.





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