The award-winning #LikeAGirl campaign is a regular feature in our top examples of marketing that works. Originally launched in 2013, the video achieved more than 90m global views across 150+ countries and continues to claim its position as one of Warc 100’s top 10 marketing campaigns.
This month, the P&G brand brought it back with a brand new data-driven creative, carrying on their efforts to shift perceptions around what it means to act #LikeAGirl.
Let’s use our failures as fuel ⚡️Excited to partner with @always to help girls Keep Going #LikeAGirl. #ad pic.twitter.com/M23fUYj1g6
— Yara shahidi (@YaraShahidi) August 16, 2017
The Insight
At puberty, 50% of girls feel paralyzed by the fear of failure. This was the insight uncovered in the Always Confidence & Puberty Survey that led to the campaign, aimed at changing the conversation around failure. According to the survey:
8 in 10 girls report societal pressure to please others and be perfect are key contributors to their fear of failure during puberty, and 75% agree that social media is a key contributor.
Half of those surveyed also proved to be of the belief that society rejects girls who fail. With this in mind, Always set out to speak out about fear, encouraging young girls to accept and embrace failure as par for the course.
Source: Always
The Message
Through a new video featuring actress and advocate Yara Shahidi and a range of creatives, the brand makes the argument that failing is a good thing.
Encouraging girls to embrace failure when it happens and to use it as a tool to build confidence, the message is a simple one: Keep Going #LikeAGirl.
Michèle Baeten, Always’ associate director at Procter & Gamble, explains: “Our goal is to create an environment where girls feel they have full support to try new things, make mistakes, and are encouraged to keep going.”
Source: Always
Why It Worked
In a study conducted in December 2014, 70% of women and 60% of men claimed the original video “changed my perception of the phrase ‘like a girl'”. Their continuous use of powerful insights that resonate universally is why Always keep getting it right.
Ensuring their brand message is consistent across the board with a core focus on confidence, this new campaign is a clever continuation of the movement they first started.
With data playing a leading role in the shape of their creatives, Always is a brand that knows just how to leverage insight in an impactful way.
