Feminine care is a low interest category; consumers just reach for the cheapest deal. Always wanted to raise brand awareness, but needed an emotive reason for women to engage socially. Always positioning is 'confidence' based on superior product performance. A girl’s confidence plummets during puberty, reaching its lowest point during her first period. Empowering girls during this life stage gave Always a powerful role. We took on a big female confidence killer; the playground insult 'Like a girl'. We challenged its use and redefined it to a positive, inspiring a worldwide movement to champion confidence in young women.

#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%.

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.

We filmed a social experiment to spotlight the issue. Our hypothesis was if we asked girls pre-puberty to do things “like a girl,” they’d do it in a strong, confident way, but if we asked older girls and young women, they’d perform the actions pathetically. Our hypothesis held true. We started a social movement with girls and women everywhere, asking them to share the amazing things they do #LikeAGirl on Facebook, Twitter and Instagram. Then, we took the movement to advertising’s biggest stage, the Super Bowl, challenging conventions in what’s typically thought of as a male dominated environment.