When is a campaign more than just a campaign? When does it become a true organic movement having meaningful impact around the world?

In 2016 Always #LikeAGirl made this transition. With powerful campaigns tied to Olympics and Emojis, the brand was diligent in keeping alive Always’ mission to make puberty a moment that propels girls into confident womanhood, evidence of its impact on the world began to mount.

•The campaign's theme found its way front/center into today's global culture and women's movements and has helped cultivate the confident voices of women:

+#LikeAGirl/"como nina" signs appeared in the Rio Olympic arenas

+The trailer for the Transformers movie drew upon the #LikeAGirl rally cry

+a 'Fly Like A Girl' documentary encouraging/recruiting women pilots did the same

+and a clothing line/The Children's Place was built from campaign themes

+Participants in women's rallies around the world were photographed with posters having the #LikeAGirl message.

PREMIUM PARTNERSHIPS

•The IOC+National Olympic Committees provided access to Olympic assets/athletes.

•UN Women--Always committed support to the UN Women pilot initiative--“One Win Leads to Another"--benefiting 2,500 Brazilian girls with sports access/confidence-building curriculum. A jointly created #LikeAGirl toolkit offered parents/coaches/teachers tools to encourage girls to keep playing sports.

•Retail integrations around the world brought social purpose to point-of-sale--Walmart/U.S., Asda/Tesco/U.K. and Hungary/Slovenia/Croatia/Turkey/APAC/S.Africa--giving thousands of girls access to sports equipment/encouragement/opportunity.

•Always worked w/Walmart to give one girls' team sports resources in each state/U.S.

•Always supported Girls on the Run’s Heart & Sole program teaching girls confidence/culminating in 5k events/U.S.

•More than 90influencers/30 Olympians were engaged. Olympian Alex Morgan provided a spark +29 athletes (incl. judoka Rafaela Silva) and others like Mia Hamm +Ariana Huffington joined in.

STRATEGIC PROMOTION/ENGAGEMENT

•Media outreach led to top-tier coverage and built engagement for the "Keep Playing" video.

•A real-time social campaign was tied to key Games' moments.

CONFIDENTIAL BUSINESS OUTCOMES

Brand awareness/popularity--Since its start, the Always #LikeAGirl campaign has successfully boosted brand love/+12pts. and brand trust/+20pts.

Strategic partnerships--The 'Keep Playing' campaign retail integrations have created business growth:

First-of-its-kind collaboration w/Walmart/U.S. delivered:

•Record FemCare sales week (+8.6% $ Sales vs. YA, $8.2MM) & record share week

•Pads & Liners category growth

•Walmart share of trade +1.2pts vs. YA.

•Feature Lift 2.7 x average (>16%), with sell through 99.2%.

EUROPE: Leveraging #LAG 'Keep Playing' as key point of differentiation helped deliver:

•UK: Asda: Pads value sales/share +8%/+4pts value across promo period

•Russia: Lubimy Khabarovsk: Share of shelf +4pts vs. PP (45%)

•Greece: a) Supermarkets: 1st time front page coverage in all major customers’ leaflets; b) E-commerce: 1st time banners on main page + links to #LAG video; c) Pharmacy: 1st time stands/display in top pharmacies.

•Hungry, Croatia, Slovenia: Placed 5x more display vs. London Olympics execution

2016/2017 saw the original girls’ confidence movement – Always #LikeAGirl – emboldened. Always continued its mission to stop the drop in confidence among young girls during puberty with important initiatives and significant new power. But it also evolved into a vibrant part of the fabric of cultural/societal change, adding to the rise of confident voices of girls/women around the world.

The iconic campaign stayed fresh with meaningful accomplishments that helped propel girls forward into confident womanhood--getting the Unicode Consortium to rethink girl emojis; fueling conversations and actions to keep girls playing sports around the Rio Olympics.

Strategy for the Always #LikeAGirl-'Keep Playing' campaign:

TARGET AUDIENCE--Always continued to target millennial women, younger girls, and their parents.

PARTNERSHIP with the International Olympic Committee & UN Women widened the global reach of the campaign--42 markets activated during the Olympic Games.

INFLUENCERS--90 influencers including 30 Olympic athletes were leveraged globally.

MEDIA--social/women's/girl/lifestyle/parenting/sports/mass media.

RESEARCH included a puberty confidence study with Research Now for insights to shape the campaign:

•By age 17, at the end of puberty, more than half of girls/51% quit sports.

•7/10 girls who quit sports during puberty felt they did not belong in sports.

•Only 1/3 of girls feel that society encourages girls to play sports.

•Girls reported that the 3 top benefits of remaining in sports include increased confidence/62%, teamwork/64% and leadership skills/54%.

A comprehensive influencer/earned media campaign was planned to leverage the research, the athletes, the Olympics and the online brand video.

With tremendous energy, Always continued to challenge stereotypes. In May 2016, after a global campaign led by Always, fueled by encouragement from Michelle Obama and Arianna Huffington, the Unicode Consortium rethought the approach to girl emojis--issuing 44 new ones representing professional/'girl power' roles, now incorporated into mobile operating systems.

Next, with sports being an important driver of confidence, Always #LikeAGirl invited girls to show the world how they kept playing #LikeAGirl instead of quitting--rewriting the rules on sports participation at puberty and beyond. Timing synced perfectly with the moment when sports are celebrated on the world's biggest stage--the 2016 Rio Olympic Games.

The agency was challenged to make this latest campaign the most powerful yet by building on its heritage of enormous success/engaging top influencers in sport and beyond/and giving the powerful message new life among girls around the world.

Objectives:

1)Brand awareness/popularity

2)Societal change/impact

3)Strategic retail partnerships/growth in sales/share.