The Always #LikeAGirl campaign launched in 2014 with the mission of stopping the drop in confidence that girls experience during puberty. In 2016, we were tasked with continuing the global movement that the initial Always #LikeAGirl film set in motion. Specifically, the brand tasked us to challenge the stereotypes society places upon young girls that ultimately contribute to their drop in confidence. The work had to empower girls to feel limitless and confident, while increasing emotional equity and brand popularity amongst the primary and secondary target audiences. Additionally, the work had to increase measurable household penetration of the Always brand.

The Always #LikeAGirl - Girl Emojis film was launched on March 2, 2016, to rally girls in 22 markets around the world with an additional push on March 8 for International Women’s Day. Paid/earned media support lasted for four weeks post launch in most markets, with an additional three months of support in certain markets. Each market optimized to the places and content formats that were resonating most in local culture.

Placements on YouTube, Facebook and Twitter were supplemented with a public relations push with digital and cultural influencers on YouTube and Twitter. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, we partnered with her Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C.