Always #LikeAGirl

#LikeAGirl Campaign video

#LikeAGirl digital assets & social

When did doing things #LikeAGirl become a negative thing? 

More than half of girls lose confidence during puberty – and a contributing factor to that drop are societal put-downs based solely on gender. The #LikeAGirl social experiment recruited real women, men, boys, and pre-pubescent girls, and asked them to show what it physically meant to run like a girl, throw like a girl, and perform other similar actions. The results were incredible. The young, pre-pubescent girls performed these actions confidently and proudly, while older women, men, and boys performed these actions in a self-deprecating and frivolous manner. It became clear that at a certain point in life, women begin to internalise the negative connotations around doing things ‘like a girl’. This video is an effort to rally people to help #RewriteTheRules and change the meaning of #LikeAGirl to being strong, confident and downright amazing.

I was responsible for the initial big idea behind the hugely popular #LikeAGirl campaign, and all social/digital assets with Art Director Nick Bygraves. The campaign went wildly viral worldwide, reaching 3 million views on YouTube within the first 24 hours. The English version of the campaign video alone reached over 32 million YouTube views, amassed more than 150,000 tweets, received an unprecedented amount of positive support from people worldwide, and has been covered by media outlets across the globe... all within the first 2 weeks of going live. Within 6 moths it'd been viewed more than 80 million times across 150 countries, and shared by more than 1.5 million people around the world. Always Twitter followers tripled in the first three months, and Always YouTube Channel subscribers grew 4339%. The campaign resulted in a higher than average lift in brand preference, with claimed purchase intent growing more than 50% among our target. And in a study conducted in December 2014, almost 70% of women and 60% of men claimed "The video changed my perception of the phrase 'like a girl'".

But the ad's meteoric rise didn't end there. It was so successful that P&G decided to create a 60-second cut that aired during Super Bowl XLIX in 2015. One of the most-watched events in both the US and around the globe, the Super Bowl is considered America's most prime advertising real estate, with XLIX setting an all-time record for viewership of the game, with an average of 114.4 million viewers. In fact, many viewers tune in solely for the commercials. And while more women watch the Super Bowl than the Oscars, Emmys, and Grammys combined (and make up over 40% of the total Super Bowl viewing audience), #LikeAGirl was the first female-centric brand to ever be featured during the program. The ad aired immediately following Katy Perry's Halftime show, guaranteeing an incredibly large, wide, and diverse viewership. It was the most-talked-about Superbowl ad of the year.

#LikeAGirl is the most-viewed video in P&G history and has received over 150 global industry awards including an Emmy Award, 14 Cannes Lions (including the inaugural Glass Lion, a Titanium Lion, and a Grand Prix), 10 D&AD Pencils (including a Black Pencil and a White Pencil), and 7 Clio Awards (including the Grand Clio), among others. It was named marketing moment of 2014, voted the 3rd best ad of the decade on YouTube and was the most-awarded campaign in the world 2015. As of June 2018 (four years after launch), the English version of the video has 65.8 million views on YouTube and counting.