Always #LikeAGirl

Always #LikeAGirl...

 

The #LikeAGirl social media campaign carried out by Always was one of the top 10 YouTube ads of 2014. The objectives of this ad and campaign was to confront gender norms and raise awareness by using the term 'like a girl'. Always asked a group of people (male and female) to demonstrate what they thought it was like to run/fight/throw 'like a girl' and all made a comedy attempt at the task, showing that the phrase 'like a girl' is used in a negative manner meaning that 'a girl' cannot perform as well as anyone else. 

However, when they asked a group of young girls to run/fight/throw 'like a girl', they all gave it their best effort showing that they did not thing of 'like a girl' as a stigma for someone who does not perform the best. The video/ad was to raise awareness on the harm these sayings can have on a growing girls self esteem and sense of accomplishment and using 'like a girl' as an insult is incorrect and has side effects.

Even during a World Cup Year when most ads were dominated by high profile athletes, Always ad managed to generate 53 million views. The add generated a lot of audience feedback and support as it went viral all over social media, especially Facebook. The Facebook Award winning campaign managed to achieve their goals and increase emotional connection with their audience, raise awareness and boost their sales in the process.

The #LikeAGirl video has since become the most watched video in Procter & Gamble history with 76 million views.

Bibliography

Viddyad. (2016) The top 5 Social media campaigns of all time. Available at: http://www.viddyad.com/the-top-5-social-media-campaigns-of-all-time/ [Accessed 29 November 2016] 

Sales force. (2014) The 30 Most Brilliant Social media campaigns of the last half of 2014. Available at: https://www.salesforce.com/blog/2014/12/the-30-most-brilliant-social-media-campaigns-of-the-last-half-of-2014-152015.html [Accessed 29 November 2016]