Case Study: Always #LikeAGirl Campaign

The feminine hygiene company, Always, has broken down the barriers between the awkward subject of a "lady products"business by creating a campaign to empower young women.

Always is a company under Proctor and Gable while being known for inventing the first pad with wings and developing new ways to make that "time of the month" a bit better for women all over the world.

The #LikeAGirl campaign debuted in June 2014 with the objective of empowering young women to embrace who they are and rebrand what Always stood for. Working with an agency, the company created a video a little over three minutes long asking adult women, men, young boys and then young girls to demonstrate common acts "like a girl." Most of the adult women, adult men and boys proceeded to take the phrase as an insult and do things in a wimpier fashion while the young girls did the actions to their full potential, for example, running.

After its release, this video has now received over 85 million views worldwide. As of 2015, 76 percent of girls in the age range of 16-24 no longer saw this phrase as an insult while two out of three men said they were think twice before using this phrase as an insult again. The company also released a shorter 60 second version of this video to be shown during the 2015 Super Bowl and had a brand ambassador, 15, represent this campaign at the game.

This is a shortened case study of this campaign, but it is clear that its results were substantial and Always has rebranded themselves due to its success.