"Like a Girl"

Hi everyone! Welcome to my second blog post!

Today, I will be talking about a successful marketing campaign that has caught my attention in the past that is very relevant to our society. Social media is such a large aspect of our culture and everyday life nowadays that companies are using it to reach a large number of people within a short amount of time on a daily basis. The campaign I chose is called “Like a Girl” by Proctor & Gamble and it is a brilliant take on the crucial time period between childhood and adolescence that negatively affects girls’ confidence. The marketing campaign was so successful when it first came out that Procter & Gamble have done multiple similar campaigns afterwards geared towards self-image and confidence. (YouTube link for the campaign provided below)

The “Like a Girl” campaign was used to advertise the ‘Always’ feminine-hygiene brand and it featured girls of varying ages. The video shows how girls, when they are younger, are much more confident and not as self-conscious. However, as they become teenagers, they become incredibly influenced by the people around them and our society that they begin to doubt themselves. They start to associate the phrase “Like a girl” with bad connotations and to words such as weak, overly emotional, inadequate, cowardly etc. In the marketing campaign, you can see how different the phrase, “Like a girl” resonates with the girls of varying ages. When instructed “run like a girl,” young girls are seen running as hard and fast as they could while older/teenage girls and the boy mockingly try to run.

The campaign is very powerful in showing how critical it is for us adults to help young girls and boys maintain their strong self-image and confidence throughout their teenage years. I remember when I first saw this commercial I could not stop watching it and I kept showing it to friends and family. Since the marketers did an amazing job creating a social media campaign that emotionally connected with viewers, they accomplished their goal of promoting Always products through it. The marketers successfully raised awareness of the confidence issue whilst advertising their products and increasing sales.

I, personally, loved the campaign so much that I actually use a lot of Proctor & Gamble products now. It was very refreshing and touching for me to see something that many others and I could personally connect and relate to through the campaign. My opinion about the “Like a Girl” video is also shared by millions of other people around world as it has over 60 million views on YouTube. Additionally, when the campaign first came out, the hash tag #likeagirl was trending worldwide on many social media platforms including Facebook and Twitter for weeks straight and it definitely boosted the image of the Always brand and Proctor & Gamble in general. Overall, this “Like a Girl” social media marketing campaign was/is one of the best I’ve seen and it has brought the company a lot of respect and success.

'Like a Girl' by Proctor & Gamble- YouTube link for the video