In the world of digital marketing, every now and then, a campaign comes along that does more than just sell a product – it leaves a lasting impact. Always’ “Like a Girl” campaign is one such rare example. What started as a simple concept to redefine an age-old insult turned into a global movement that reshaped how people think and talk about girls’ abilities and self-confidence.
So, let’s break down the “Like a Girl” campaign – what it set out to do, the strategic approach, the impact it made, and, most importantly, why it worked so well.
The Background: Where It All Began
To understand the success of “Like a Girl,” we need to look at Always as a brand and their positioning in the market. Always, owned by Procter & Gamble, is a brand known for its feminine hygiene products. But they don’t just sell pads – Always has long been focused on empowering women and girls. The company has consistently used its platform to tackle issues affecting women, such as lack of access to menstrual products and period stigma.
In 2014, Always decided to take things a step further by addressing a social issue unrelated to periods but incredibly relevant to their audience: the harmful stereotype around the phrase “like a girl.” They discovered that around puberty, girls’ self-confidence often drops significantly, and society’s subtle (and not-so-subtle) messages play a big part in this. “Like a girl” was often thrown around as an insult, implying that doing something “like a girl” was weak or clumsy.
Always saw an opportunity to change the narrative around this phrase, empowering young girls by transforming it into a symbol of strength.
Here is one of those empowering digital ads of Always:
The Campaign Concept: Flipping the Script
The concept behind the “Like a Girl” campaign was simple yet incredibly powerful. In the initial video, which was the centerpiece of the campaign, director Lauren Greenfield (known for her work on social issues) asked participants – both young and old – to act out activities “like a girl.” The results were eye-opening: Young girls did these actions confidently and energetically, while older participants and boys performed them with exaggerated, weak, or silly movements. This contrast highlighted how deeply ingrained the negative connotation of “like a girl” had become over time.
The goal was clear: to challenge and redefine what “like a girl” truly means. By tapping into a cultural conversation and flipping the script, Always wasn’t just selling products; they were sparking a movement.
The Digital Strategy: Going Beyond Traditional Advertising
The “Like a Girl” campaign was designed to make a splash online. Here’s how Always structured its digital strategy:
The Launch Video
The campaign launched with a powerful video, shared on YouTube in June 2014. With a runtime of around three minutes, it packed a punch. The video was designed to be easily shareable, emotional, and thought-provoking, making it prime content for social media.
Social Media Hashtag (#LikeAGirl)
The campaign introduced the hashtag #LikeAGirl to encourage people to join the conversation. The hashtag allowed users to share their own stories and experiences, creating an ongoing dialogue around the phrase. This hashtag became the anchor of the entire campaign and is still associated with empowerment years later.
Influencers & Celebrities
To boost visibility and credibility, Always enlisted influencers and celebrities who could amplify the message. Their endorsements brought the campaign to new audiences and inspired their fans to participate.
Paid & Organic Reach
Alongside the organic reach from shares and user-generated content, Always ran paid ads on social platforms to ensure that the campaign reached a broad and diverse audience. They targeted users who would be most likely to resonate with the message, such as young girls, parents, and women of all ages.
Website & Resources
Always also dedicated a section of its website to the campaign. Here, they provided educational resources, videos, and ways for people to get involved. This hub ensured that people interested in the campaign could continue exploring the message long after the initial video ended.
Why It Worked: Breaking Down the Key Success Factors
So, why did “Like a Girl” work so well? Here are a few reasons that stand out.
Emotional Appeal
Always tapped into something relatable. Most people, regardless of gender, have heard or used “like a girl” as an insult at some point. The campaign didn’t shy away from making people uncomfortable, which forced viewers to reflect on their own perceptions.
Authenticity & Purpose
The campaign felt genuine because it was rooted in a purpose larger than selling products. Always has long been an advocate for girls’ empowerment, so this was a natural extension of their brand values.
Encouraging User Participation
The #LikeAGirl hashtag was a masterstroke. It encouraged people to join in and share their own stories, which helped build a community around the campaign. This wasn’t just about watching a video – it was about taking part in a conversation.
Skillful Storytelling
The storytelling in the video, combined with Greenfield’s expertise, brought the message home in a way that was both heartwarming and impactful. By using real people instead of actors and letting them be vulnerable, the campaign felt intimate and relatable.
Perfect Timing
The campaign hit at a time when conversations around gender equality and feminism were gaining momentum online. The rise of social media movements and increased awareness of gender stereotypes gave Always the perfect backdrop to launch a campaign like this.
The Legacy of “Like a Girl”
Years after its launch, the “Like a Girl” campaign is still a benchmark in digital marketing. It demonstrated how a brand could leverage social issues to drive meaningful change, blending commercial success with social impact.
In a world where ad fatigue is real and brands are constantly competing for attention, Always showed that a campaign can rise above the noise when it’s driven by purpose and authenticity. The “Like a Girl” campaign is more than just a marketing success story; it’s a reminder that advertising can be a powerful tool for social change.
Final Thoughts: What Brands Can Learn
For brands looking to replicate the success of “Like a Girl,” the takeaway is simple but challenging: authenticity is everything. Consumers today are savvy and can tell when a brand’s stance on social issues feels forced. Always’ campaign succeeded because it felt genuine – it was a natural extension of their commitment to supporting and empowering girls.
With “Like a Girl,” Always didn’t just sell products – they gave people something to believe in. And that’s something every brand should aspire to.
