Creating cultural impact by subverting the language of gender bias to build the confidence of a generation of young girls.
We knew that girls experience their biggest drop in confidence during puberty, and we wanted to change that by reversing the negative connotation of the phrase “like a girl.” In doing so Always fulfilled its objectives to drive relevance, popularity, penetration and create a cultural change.
The campaign KPI’s were to drive positive brand sentiment and engagement. Positive sentiment towards the brand reached 96% in just 3 months. Engagement on social media was exceptionally high and #LikeAGirl was watched over 90 million times, making it the 2nd most viral video globally. It also drove unprecedented earned media coverage with purchase intent and brand preference increasing significantly as a result.