To generate maximum reach and sharing with a limited budget, we needed long-form storytelling outside of TV, and opted for YouTube pre-rolls.

We sparked organic reach through bloggers and the video went viral with 65% of initial views stemming from organic sharing.

As the campaign gained traction, we centralized the media buy for the whole world, increasing views and inspiring a global news story.

We created a #LikeAGirl website for more information on how Always tackles this drop in confidence.

The campaign also included PR/ER activation through e-influencers, top media, as well as media support on YouTube, social and search.

85 million views worldwide (36% earned), 1.5 million shares, 758.9 MM mentions of #LikeAGirl socially, encapsulating sports, careers, arts and 59 videos of re-enactments. #LikeAGirl was mentioned on Twitter at a rate of 1 tweet every 90 seconds.

Celebrities like Chelsea Clinton, Melinda Gates and Leona Lewis shared the film and it achieved worldwide top-tier media coverage featuring on Good Morning Britain, The One Show and Good Morning America.

The campaign achieved 96% positive sentiment, 81% of women saying they'd support an Always movement to reclaim 'Like A Girl' as a positive statement, and 92% increase in purchase intent (UK).

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

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.

We filmed a social experiment asking adults and young girls to do things ‘Like A Girl’, spotlighting the cultural issue. It lived on YouTube and was seeded with influencers to ensure early views/shares. The social movement asked girls to share the amazing things they do #LikeAGirl on Facebook, Twitter and Instagram while PR drove wider discussion around this age-old gender prejudice.