Did you grow up listening to, ‘You throw/run/kick like a girl’ intended to INSULT?

Insight: Young girls think they can conquer the world until they hit puberty. During puberty girl’s confidence plummets. It rarely returns; impacting their potential as women.

7 of 10 Indian girls feel pressurised by biased norms by society. They feel:

• Puberty introduces Social limitations

o “When I got my period, I was told-“Be careful about boys & what I wear”

• Gender inequality at centre of constraints

o “Before period we were no different than boys”

• Feeling inferior:

o “Parents imprint in our minds, that we are weak post puberty”

We launched epic battle against this dropping confidence to take a stance, inspire and empower young girls.

We wanted to engage with YOUTH in disruptive ways, on platforms where she is receptive to idea, and advocate the purpose of brand to generate positive equity.

1.) We asked- Why is doing something #likeagirl an INSULT?

Earned media behind survey release and big-bang media event.

o Shocking Nielsen survey released to 100+ media

o Bollywood and social activists participated, invited conversations

o Olympic champions launched campaign to 90+ media

2.) Made ‘LikeAGirl’ mean “amazing”

Video released and relevant content co-created across platforms.

o Awareness with hero video

o 15 short-form content created featuring young stars about their ‘LikeAGirl’ moment and how they achieved amazing things

o In-show integrations in top reality shows and events

3.) Association and co-promotion of cause-synergy content

o 750 girls from top-colleges across 7-cities recruited as advocates to create WOM in social groups

o Celebrities announced #LikeAGirl & Proud Challenge who aced activities, opened the challenge to young girls. This was parallely activated with campus advocates.

o In-store displays and executions across country. Activation zones created to showcase video and give samples.

o Sales increased to 15% over last year

o TOMA increased +8 points

o Ad Recall: 30% increase

o 5.3X consumer engagement on social platforms

o Key emotional equity attributes:

• Champions women: +7 points

• Brand that I trust: +5 points

o Media

• Facebook reach: 19Mn young teens

• 7Mn video views

o Recognised as Most Engaging Campaign on Instagram across Asia Pacific

o 13Mn impressions, 2.5Mn video views among teens on YouTube

o Earned media: 700Mn media impressions worth $4.8Mn

o College engagement: Influencers- 750, User generated posts- 10.4M, Engagement- 138.2M, Organic reach impact- 2.1Mn

o #LikeAGirl & Proud Challenge: Entries- 3M, Engagement- 48M, Organic reach impact- 1.4Mn

o In-store: 30M consumers directly engaged in-store leading to purchase~6% conversion to online engagement