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).

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.

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.