Branded entertainment, if executed correctly, is the new holy grail of the industry; replacing waning formats consumers have tired of. However the knowledge of its power has spread, and has opened the floodgates to all and sundry - the good, the bad and the ugly, leaving consumers as cynical as ever.

We didn't want to add to the ongoing noise, nor be a flash in the pan - we wanted to uncover a global cultural insight and use it to drive brand equity and engage consumers for years to come. We wanted to create something that adds to and shapes the culture of the world, not just another piece of advertising in a cluttered market place.

Always’ brand purpose and products are rooted in delivering their consumers a lifetime of continued 'confidence.'

During puberty, young girls’ confidence plummets, and often never fully recovers. To combat the confidence drop, we engaged consumers directly to take action and help us redefine the pervasive insult of doing things ‘Like A girl,' and change it to a positive.

We created and filmed a social experiment asking adults and young girls what it means to do things ‘Like A Girl’, to spotlight the cultural issue. We created a social movement, asking girls to act and share all the amazing things they do #LikeAGirl to reclaim the phrase and turn it into a positive, inspiring affirmation of female achievement.

To generate maximum reach and sharing with a limited budget, we opted for YouTube pre-rolls, sparking organic reach through bloggers. The video went viral with 65% of initial views stemming from organic sharing.

The results were unprecedented. The video went viral with 4 million views in the first 24 hours, and was the #1 viral video worldwide the second week. To date capturing 85 million views worldwide (36% earned), 4.58 billion earned impressions. The call to action asked girls to share the film and what they do #LikeAGirl. There were over 1.5 million shares of the film; over 758.9MM mentions of #LikeAGirl, encapsulating sports, careers, hobbies, arts. #LikeAGirl was mentioned on Twitter at a rate of 1 tweet every 90 seconds.

It achieved worldwide coverage in top-tier media (311 stories), plus news coverage on ITV’s Good Morning Britain, The One Show, Good Morning America and others. Celebrities also began tweeting the video with Chelsea Clinton, Melinda Gates and Leona Lewis joining the movement.

The campaign achieved 96% positive sentiment and increased purchase intent by 92% (UK) through the redefinition of a simple phrase.