Cannes Lions

#LIKEAGIRL

STARCOM MEDIAVEST GROUP, Chicago / PROCTER & GAMBLE / 2015

Awards:

1 Gold Cannes Lions
1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

To help the video go viral, we leveraged long-form storytelling outside of TV with YouTube pre-rolls. We sparked organic reach through a strong influencer and blogger outreach program. As it gained traction, we centralized the global media buy across YouTube, social and search, increasing views and inspiring a worldwide news story. To make the film an icon, we aired it after Katy Perry’s Super Bowl half time show in the US with social primed to drop precisely as our video aired. We encouraged girls to share, post their #LikeAGirl achievement on social and visit the website with more information on how Always tackles this confidence drop.

Outcome

#LikeAGirl became a global movement generating 76 million+ views across 150 countries and received 4.5 billion+ earned brand impressions with coverage across 1,100+ mass media placements.

65% of views in the first week resulted from organic social sharing.

#LikeAGirl was mentioned on Twitter at a rate of 1 tweet every 90 seconds and 35 Million Facebook comments were made about the issue.

The Super Bowl execution garnered 5.2 Billion additional media impressions and generated 3.4 Million more organic video views.

Overall, the campaign achieved 99% positive sentiment and increased purchased intent by 92%.

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