Always Campaign #LikeAGirl Agency: Leo Burnett By: Kathleen O’Keefe

#LikeAGirl Campaign

#LikeAGirl on being used on Twitter

#LikeAGirl on Facebook Katie Harman Video

Target Audience Demographics Women ages 13-55 This is a big age gap but this is the age range that Always products are relevant in a woman’s life. This advertisements also target women with an active lifestyle that may be involved with sports. Psychographics Always targets women who have been told they have done something “LikeAGirl” and also people who use that phrase to describe other people. In society these people have been personally put down by this phrase or used this phrase to discourage someone else. Empathy/Connecting Emotionally Women who have experienced this type of discrimination in their own lives will experience the most empathy from this commercial. This campaign connects emotionally with more viewers than the target audience because men who view this commercial can relate it back to their sisters, daughters, or wives.

Leo Burnett Size: One of the largest and best know creative advertising agencies in North America with over 9,000 employees Location: 103 Offices all over the world in the US there are offices in New York, Chicago, San Francisco, and Detroit Clients: Allstate, P&G, Fifth Third Bank, Delta, NCAA, McDonalds, Coca-Cola, Hallmark, Purina, GM, Whirlpool, Kellogg’s, United Technologies Reputation: “HumanKind” which is an approach to marketing that serves true human needs and having purpose behind each brand Specializations: Strategic Planning, Design, Brand Navigation, Integrated and Direct Marketing, Digital, Optimization

Campaign Objectives Always is trying to “Rewrite the Rules” by creating a campaign to change the meaning of “Like A Girl” since the phrase has a negative stigma in todays society. The purpose of this advertisement is to show the difference in meaning of the phrase “Like a Girl” between girls and young women. A women’s self-confidence drops during the age of puberty due to people using this phrase is a negative way. Always wants to change the meaning of “Like A Girl” into a positive thing to say. This campaign is building a feminist identity since they have such a strong opinion about the discouragement of women.

#LikeAGirl Campaign and Always Products There is no new product being introduced through this campaign instead it is reintroducing the Always brand. There is also no special promotion used in this campaign to sell Always product by decreasing the price. This reintroduction allows Always to state their views about empowering young women.

Creative Strategy of #LikeAGirl Campaign The “Big Idea” of this campaign is that using the phrase “Like a Girl” in a negative way makes women feel inferior and has a larger impact on young girls. Girls going through puberty are experiencing so many changes in their life that these social put downs hurt their self-esteem. The connection between the brand and the consumer is how the phrase “Like A Girl” makes the consumer feel. If they have felt inferior because of this before then they will feel more connected to the brand. #LikeAGirl is the memorable device in this commercial and consumers can benefit from sharing their personal stories on social media. Always is trying to change the meaning of “Like a Girl” because why can’t “Like A Girl” mean winning the race or doing your best.

Consumer Benefits Rational Benefits: Consumers who agree with the concept of the #LikeAGirl campaign will be more likely to purchase the products. Emotional Benefits: The commercial evokes emotion in viewers since it talks about self-confidence. Viewers can connect to the ad when they think about times they felt inferior or insecure. Reason to Purchase: Always is making the choice to tell consumers not to purchase their product because it is better than competitors. Instead they suggest to purchase this product because they understand how their consumers feel and they don’t agree with the how women are being put down.

Call to Action The call to action for this campaign is asking consumers to share what they do #LikeAGirl. Always is asking viewers to “Rewrite the Rules” by thinking about how they use the phrase “LikeAGirl”. They want viewers to change the way they use the phrase and make it into a positive statement. By creating a hashtag viewers are able to go on social media such as Twitter and share their feelings while using the hashtag in their tweets.

Improvements I think this advertising campaign does a great job of addressing a social issue and promoting change. It displays real reactions of what people think of the phrase “Like A Girl” and it states clear facts about issues of self-confidence in young women. This campaign has a feminist standpoint but I agree with all of the points they are making about discrimination of women. Since this is a brand of feminine products I think it makes sense that they have a feminist outlook on this social issue.

Success In order to determine the success of this campaign I think there needs to be a measurement in social media use of the hashtag and how consumers have responded over all social media outlets. The Facebook page has over 400,000 likes so far and includes comments such as… “I can't explain how much I love to see big companies taking advantage of their platform. I still remember my confidence and self worth dramatically plummeting at a certain age...What if girls could physically grow up without their self worth descending into abyss?” A “dad of two girls” said, “Your video is inspiring and amazing and I hope everyone in the world gets a chance to see it.”

Ethically and Socially responsible? I think this advertising campaign is both ethically and socially responsible because it informs consumers about a problem in society and provides researched evidence to back up its claims. This is an important topic that needs to be discussed more because people don’t realize how the comments they make effect the people they are speaking to.