One of the best ways a brand can create an effective marketing campaign is to show things on the audience’s side. P&G/ Always did it in the recent “Like a Girl” marketing campaign. In the #LikeAGirl video, producers ask a group of men and women to perform different actions, such as running or throwing a ball ‘like a girl’ would. The response is predictable and dismaying. The respondents engage in a great deal of hair flipping, wrist flopping, and running as if they are afraid of stepping on the ground. The producers bring out a group of young girls, around ten years old and ask them the same questions. The girls respond with energy and athleticism showing that they have a different perception of what it means to be a girl compared to the previous group.
The campaign targeted millennial women from 13-34 with the aim of encouraging them not to view “like a girl” as an insult. The young women in the video are achieving extraordinary things and excelling in their respective fields. The video aims to encourage young girls that they should act like a girl because they are girls, and this should not deter them from achieving anything they want. Puberty is hard on young girls, and it is even harder to succeed amidst societal pressure and discrimination n. In the campaign, P&G is showing how girls perceive the phrase “Like a Girl” as they grow because the society uses it negatively. In the video, young are impressionable, and they easily succumb to external pressure.
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P&G posted the video on YouTube and social media before using other traditional channels. The video was received well, garnering millions of shares on Facebook and Twitter retweets. Due to the popularity of the video, shares by celebrities, several media outlets engaged in a discussion about the video and what it means for young women everywhere. The video frames the meaning of “Like A Girl” positively, and social media responded to the video positively. The goal of the video campaign was to drive 2million views and 250 media impressions. The video campaign achieved its goals. Brand research conducted after the campaign showed that the video gained over 76 million views on YouTube from 150 countries. Over 1 million people shared the video generating over 35,000 comments. The campaign achieved over 4.5 billion impressions across the globe. The campaign was a success because it was well executed and it showed the realities that young women deal with.
P&G used social media as the primary channel because most of the target market is on social media. The campaign leveraged research data showing that teenage girls struggle with fear of failure and confidence, and yet the society does not make it easy on them. P&G used a catchy hashtag to gain support and invite participation from the target audience. Before launching the video on YouTube, P&G worked with key influencers and bloggers to create a social media buzz. Female celebrities from different age groups responded to the advert well and shared it with their followers thus amplifying the marketing campaign.
In conclusion, “Like a Girl” campaign is an example of a well-executed campaign. The campaign has robust content from real individuals explaining what the phrase “Like a Girl” means to them. P&G utilized the power of social media to support a positive message and well-executed campaign. #LikeAGirl dominated online discussions and news, receiving many organic tweets from celebrities, athletes, and influential leaders.
References
Always. (2019). Our Epic Battle #LikeAGirl. Retrieved from: https://always.com/en-us/about- us/our-epic-battle-like-a-girl
Always. (n.d). Always #LikeAGirl: Turning an Insult into a Confidence Movement. Retrieved from: https://instituteforpr.org/wp-content/uploads/Always-LikeAGirl-Turning-an-Insult- into-a-Confidence-Movement.pdf
