Titanium

For over 30 years, Always brand purpose has been to champion girls’ confidence by educating her during the critical time of puberty. But to most girls, Always was a trusted, familiar brand but one that they saw as their mom’s.

We knew it was time to leverage the social sphere to let our girls and the world know what our true purpose was, so we decided to move beyond just conversation to create a real-life impact that would truly empower our girls.

Committed to helping girls across the globe grow into strong confident women they can be, Always aimed to make “like a girl” mean downright, amazing things and inspire a movement championing girls’ confidence.

Always conducted a social experiment around the commonly used expression “Like A Girl,” often used as a joke or insult, to showcase the role society unknowingly plays in squashing a girl’s confidence.

What started as an online video inspired tens of millions of people across the globe, - both men and women, - to join our rallying cry and to show that doing things “Like A Girl” means doing something with confidence, conviction and pride.

Always #LikeAGirl became the most watched video in P&G’s history, with 85mm views in 150 countries, 4.58 billion earned impressions, and the #1 most viral video (second week). There were over 1.5 million film shares, over 758.9MM mentions of #LikeAGirl during the peak campaign period, with #LikeAGirl mentioned on Twitter at a rate of 1 tweet every 90 seconds.

The film achieved worldwide top-tier media (311 stories) fueling conversation on Good Morning Britain, The One Show, Good Morning America and others.

Celebrities and female leaders like Chelsea Clinton, Melinda Gates, Leona Lewis, Gloria Steinhem shared the film.

More than 20 prominent female organizations; Lean In, Girl Scouts, Amy Poehler’s Smart Girls, Girl Rising and Global Fund for Women joined our mission to create a gender-neutral landscape free from bias.

Remarkably, the UN Women National Committee of The United States also honored the campaign with an Award for Breaking Social Stereotypes.

To generate maximum reach and sharing with a limited budget, we needed long-form storytelling outside of TV, and opted for YouTube pre-rolls in most markets or on similar channels like Weibo in China.

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

The film drove viewers to champion girls’ confidence and participate in the #LikeAGirl cause on Twitter.

As the campaign and the “Like A Girl” hashtag gained traction, we centralized the media buy for the whole world, increasing views and inspiring a global news story.

We created a #LikeAGirl website that gave girls and women the opportunity to engage in conversations around the topic and get more information on how Always tackles this drop in confidence.

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

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.