Always’ #LikeAGirl Campaign

A Triumph of Marketing, Innovation, and Empowerment

Always is a brand of feminine hygiene products owned by Procter & Gamble. It has been empowering girls globally for over 30 years by providing them with puberty and confidence education. But in 2013, the brand realized that its purpose was not apparent to the new generation of consumers, who were more exposed to negative stereotypes and social pressures. That’s when Always decided to launch a bold campaign that would challenge the perception of doing things “like a girl” and inspire girls to embrace their potential.

What they did

Always created a video that showed how the phrase “like a girl” was used as an insult to imply weakness or incompetence. The video featured people of different ages and genders who were asked to perform various actions “like a girl”, such as running, throwing, or fighting. The result was a series of exaggerated and demeaning gestures that reflected the low expectations society had for girls. Then, the video showed young girls who were asked the same questions, but who performed the actions with confidence and pride, demonstrating their strength and ability. The video ended with a powerful message: “Why can’t ‘run like a girl’ also mean ‘win the race’?”

Credit: Like A Girl Campaign by Always

The video was released online in June 2014, just before the summer break, when girls’ confidence tends to drop the most. It quickly went viral, generating more than 90 million views across 150 countries in the first two months. It also sparked a global conversation on social media, where people shared their stories and opinions using the hashtag #LikeAGirl. The campaign was extended to other media channels, such as TV, print, and events, where Always partnered with celebrities, influencers, and organizations to spread the message and encourage girls to join the movement.

The marketing strategy behind this action

The #LikeAGirl campaign was based on a clear and compelling insight: more than half of women claimed they experienced a decline in confidence at puberty, and using “like a girl” as an insult was one of the factors that contributed to this drop. The campaign aimed to:

• Reframe the meaning of “like a girl” from a negative stereotype to a positive affirmation.
• Empower girls to overcome the challenges of puberty and beyond by showing them that doing things “like a girl” is amazing.
• Engage consumers and stakeholders in a relevant and purposeful conversation that would raise awareness and drive action.
• Differentiate Always from its competitors by positioning itself as a brand that cares about girls’ well-being and supports their growth.
• Drive brand loyalty and sales by creating an emotional connection with consumers and delivering value beyond product performance.

Credit: Like A Girl Campaign by Always

The result of it

The #LikeAGirl campaign was a huge success, both in terms of business and social impact. It achieved:

• A significant increase in brand awareness, preference, and recommendation among consumers.
• A positive shift in brand perception, with more people associating Always with confidence and empowerment.
• A strong growth in market share, sales, and profitability for Always products.
• A lasting influence on culture, with more people using “like a girl” as a compliment rather than an insult.
• A meaningful difference in girls’ lives, with millions of girls feeling more confident and inspired after watching the video.

Credit: Always

The moral of the story

The #LikeAGirl campaign is a great example of how marketing can be used for good. It shows how a brand can leverage its purpose and values to create a powerful and engaging campaign that resonates with consumers and society. It also demonstrates how a brand can use creativity and innovation to challenge stereotypes and norms that limit girls’ potential. By doing so, Always not only strengthened its brand equity and performance, but also contributed to making the world a better place for girls.

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