Background: Always, a brand of feminine hygiene products, wanted to challenge the negative stereotypes associated with the phrase “like a girl.” They wanted to empower young girls and women to be confident in themselves and their abilities.

Objective: The campaign’s objective was to change the meaning of the phrase “like a girl” from a negative to a positive, and to encourage young girls to be confident in themselves and their abilities.

Target Audience: The target audience for the campaign was young girls and women between the ages of 8 and 25.

Strategy: The campaign centered around a video that showed young girls and women being asked to perform various tasks, such as running and throwing, “like a girl.” The video then showed a group of young girls performing the same tasks with confidence and pride. The video ended with the tagline “Like a Girl – Don’t let anyone dull your spark.”

The video was promoted through social media, and it was also supported by a social media contest and a website where people could learn more about the campaign and the issue.

Execution: The video was released online and quickly went viral, receiving millions of views in the first few days. It was shared widely on social media, and it was also covered by major news outlets. The campaign also included a social media contest where people could share their own stories of overcoming gender stereotypes.

Results: The campaign was a huge success, receiving over 84 million views on YouTube in the first month alone. It was also covered by major news outlets, and it was discussed on social media and in other online forums. The campaign also received numerous awards and accolades, including a Cannes Lion award for PR.

The campaign not only generated a lot of buzz, but it also had a real impact on how people think about the phrase “like a girl.” According to a survey conducted by Always, the campaign helped shift perceptions of the phrase from a negative to a positive, with 85% of people surveyed agreeing that the campaign helped change the meaning of the phrase “like a girl.”

Conclusion: The “Like a Girl” campaign for Always was a powerful and effective campaign that challenged negative stereotypes and helped shift perceptions of the phrase “like a girl.” The campaign’s success was due in part to its powerful message, its creative execution, and its ability to generate a lot of buzz and engagement online.