Always — "#Like A Girl" (by Leo Burnett and Starcom Mediavest Group) is a social media campaign whose target group is young girls who have just begun their puberty. The campaign aims to deconstruct the idea that acting like a girl is a negative or inferior thing (#LikeAGirl, n.d.). This is why the creators involved both boys and girls to empower young girls to believe in themselves. Due to the women empowering purpose of the campaign, social media influencers like Melinda Gates and Elif Shafak were highly supportive. Their involvement was as a tactic to gain more views and influence more people. Their influence and the powerful message in the campaign have resulted in over seventy-six million views.
The metrics used to explore the success of the campaign include the number of awards that the campaign led to its advertising company. The social media campaign on women empowerment of women received the Blue Award from Facebook. Besides receiving the best Facebook prize, the campaign continues to be relevant and attract more viewers and shares over time (Venzin, 2020, p. 4 ) . The Always producing Company attained a 99% sentiment of its products. However, if statistical analysis could have been used, the success of the campaign could have been shown by the increase in sales of the product.
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I would recommend the advertising company to involve the target audience in its advertisement. For example, invite the audience to create videos of girls showing that they agree that acting like a girl doesn’t show inferiority. The audience can thus create videos of girls dancing, running, and any activity that shows their strength. The campaign aims at the empowerment of girls across all cultures and backgrounds (Marcus, 2016, p.3). It is an ethical campaign as it addresses the confidence problem that many girls encounter. The campaign may be criticized for involving young boys in the video and thought unethical for forcing them to act like girls. However, it aims to instill confidence in girls thus legally acceptable as it promotes the welfare and a secure place for women in society.
References
#LikeAGirl [Video]. (n.d.). AICP Awards. https://www.aicpshow.com/next/likeagirl
Marcus Reker, K. B. (2016). “Why Can’t Run ‘Like a Girl’Also Mean Win The Race?”: Commodity Feminism and Participatory Branding as Forms of Self-Therapy in the Neoliberal Advertising Space.
Venzin, M. (2020). Develop precise campaign metrics, goals to ensure success. The Membership Management Report , 16 (10), 8-8. https://doi.org/10.1002/mmr.31581
