For Always, empowering girls during puberty, when confidence is lowest, gave the brand a powerful role. We took on a big confidence killer, the common playground insult, 'Like A Girl'. The campaign exposed the insult through the films social experiment, and rallied consumers to change it by sharing and tweeting.

The simple call to action sparked viral sharing and response globally via our Twitter and Instagram hashtags; girls doing amazing things around the world were shared to combat the insult; There were over 1.5 million shares of the film, and 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.

In a low interest category filled with stereotypes and outdated, patronizing communications, the brand went from being 'wallpaper' to our audience to breaking boundaries and re-inventing communications that activate purchase for the category and industry.

Always wanted to raise brand awareness by engaging women in a provocative way. Always is positioned around 'confidence' based on their superior product performance, but we wanted to understand confidence in a more meaningful way. At puberty, a girl’s confidence plummets; reaching its lowest point during her first period.

Empowering girls during this critical life stage, when confidence is at its lowest, gave the brand a powerful role. We took on a big confidence killer, the common playground insult, 'Like a girl' and united all women (existing and future customers) to redefine it as a positive.

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.

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 help stop 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 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.