Feminine care is a low interest category; consumers just reach for the cheapest deal. Always needed to engage women directly on a global women’s issue, particularly effecting young girls, age 10-12.

Always positioning is 'confidence' based on superior product performance. We challenged the gender bias of the common playground insult “Like A Girl” to spark a deeper understanding of confidence and unite women everywhere. The aim was to not only empower our current core audience (18-24 women) but also mobilise them in a global movement to inspire and support our future audience (10-12 girls), by combating their drop in confidence.

Always was a leadership brand looking for a way to create a deeper emotional connection with women.

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'. Our goal became to inspire a movement by reversing the meaning of this common phrase. The campaign exposed the insult through a filmed social experiment, and ended by asking consumers for one thing to join the movement by tweeting and sharing.

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; over 85 millions views, 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.

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 combat 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 all 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.

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, leaders in feminine hygiene, sought to own 'confidence' based on their superior product performance and assurance it provides during your period.

At puberty, young girls' confidence plummets; hitting its lowest point during a girl’s first period. This carved out a powerful brand role: stop the confidence drop. The campaign took on a confidence killer; the insult of ‘Like A girl,' seeking to redefine it positively by directly calling on consumers.

In a low interest category filled with stereotypes and outdated communications, the brand went from being 'wallpaper' to breaking boundaries by re-inventing two-way communications for the category and industry.