Social Campaign Analysis— Always #LikeAGirl Campaign

The social media campaign I chose to analyze is Always’ #LikeAGirl Campaign. The purpose of this campaign is to encourage girls everywhere to embrace failure as fuel to build confidence & Keep Going #LikeAGirl.

“At puberty, 50% of girls feel paralyzed by the fear of failure, with 80% of girls feeling that societal pressure to be perfect drives this fear of failure,” causing girls to avoid trying new things.

TThe company asks you to join them in helping “to stop the drop in confidence girls experience at puberty by encouraging all girls to Keep Going #LikeAGirl.”

They also ask for you to share how you have tried, failed, learned, and keep going #LikeAGirl in hopes of encouraging others to do the same. Their social media platforms have various videos, tutorials, and posts of different girls doing different things such as sports, music etc. using their campaign’s hashtag.

Seascape Principles found:

The Presentation Value: The entire campaign uses the presentation value. Girls from the age of 14–24 are already scared of how they look to the rest of the world. Because they value the way the world looks at them, this campaign encourages girls and women to keep going when things get hard, specifically. It is trying to fight the stigma that girls can be confident in all the things they do.

Zeitgeist: Always understand that life can be difficult and adding the fear of failure can make things worse. They empathize with their customers that they do not need to be scared of failure and to keep going and keep trying.