The Always #LikeAGirl campaign was launched in 2014 with the mission of stopping the drop in confidence that girls experience during puberty. In 2016, we were tasked with continuing the global movement that the initial Always #LikeAGirl film set in motion. Specifically, the brand tasked us to challenge the stereotypes society places upon young girls that ultimately contribute to their drop in confidence. The work had to empower girls to feel limitless and confident, while increasing emotional equity and brand popularity among the primary and secondary target audiences. Additionally, the work had to increase measurable household penetration of the Always brand. 

After launch, the team reached out broadly to the media, leveraging the video, another behind-the-scenes video with director Lucy Walker, survey data, and ongoing media chatter around emojis. Our efforts bolstered the campaign credibility and kept news value high for more than four weeks.

We also engaged digital and cultural influencers that resonated with young girls and encouraged the girls to create and share their own engaging content.

When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, we partnered with her Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C.