Always - Like A Girl

CAMPAIGN Developing creative, inspiring campaigns is a challenge. Nevertheless, they do exist. One successful example is that of Always.How do you sell feminine hygiene products? Not quite the burner, is it? Procter & Gamble had the problem that their products were only associated with a myopic focus on product quality and were therefore often overrun by the competition. In collaboration with the agencies Leo Burnett and Holler, they developed the #LikeAGirl campaign last year. It achieved a huge international response - with powerful, thought-provoking videos about girls going through puberty.Millions saw the first commercial at the Super Bowl on Sunday, February 2, 2015, giving the campaign a massive boost and spreading the hashtag #LikeAGirl like wildfire on social media. The clip achieved record numbers of clicks.

With simple statements and the positive use of the phrase "like a girl", which is otherwise often used as an insult in the English language, Always won over consumers. The video was shared and commented on so often and the hashtag #LikeAGirl was used so widely that the campaign quickly became a web phenomenon. With numerous original ideas of what "like a girl" means, it reached 150 countries and a sensational media response worldwide. Procter & Gamble were able to extend their reach even further shortly afterwards - with the help of a collaboration with TED. Together with the platform, which offers lectures as short videos, they produce films that boost young people's self-confidence. no figures have yet been published on the media success of the campaign, but a recent survey shows: 76% of 16 to 24-year-olds who have seen the commercial say that they would no longer classify "like a girl" as an insult - a considerable success.