Growing up, I never felt that because I was a girl, I couldn’t do anything just as well as a boy. Most of that I owe to my parents, especially my Dad. I was always included in pickup football games and running races against my brother and sister, and when I made the decision to play ice hockey (a sport that wasn’t played by many females at the time), my dad encouraged me.
I will admit that I did hear the phrase “like a girl” quite a bit in the male-dominated hockey world. At the time, it only drove me to prove that just because I happened to be female, my slap shot wasn’t as hard or as fast as the boy winding up to take a shot after me.
Fast-forward to Sunday February 1st, 2015 when, on the world’s biggest advertising stage, #LikeAGirl began trending.
The #LikeAGirl campaign has been around for quite some time – in fact, a YouTube video on the theme first launched in the summer of 2014. It didn’t gain national attention, though, until the #LikeAGirl commercial aired during the Super Bowl. Even though I had already seen the video, I still found myself captivated and inspired, and I was not alone. Seconds after the ad was aired, the hashtag #LikeAGirl began to trend. Everyone got in on the action from moms to female athletes, brands and sports teams.
Proctor and Gamble’s Always brand hit the mark with this campaign, combining a hot topic with a product that isn’t always openly discussed, and placed the campaign on the optimal stage. Their commercial was thought-provoking, and their ad topped the twitter conversation (and is still being talked about today).
A simple campaign such as this that asks the question “When did doing something ‘like a girl’ become an insult?” will go a long way in creating brand loyalty. It is the perfect combination of social commentary, marketing your brand, and letting organic conversation do the work.
As I mentioned in my last blog, millennials want to make a difference. We want to be heard, and we are an “out of box” generation. This campaign plays right into this. So take a bow, Always, for a job well done.
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