By Annabelle Olivier
Today we’re going to talk about periods, sort of – and I don’t mean punctuation. I mean that thing that happens to women once a month for most of their lives.
As if just getting your period weren’t bad enough, women have also been subjected to some of the most ridiculous marketing campaigns ever concocted. Yes I know, men have been subjected to them as well.
Slowly though, feminine hygiene brands have been coming around and some brands have even been able to poke fun at themselves, injecting some much needed humour into their ads.
WATCH: UbyKotex – Reality check
At the core of the campaign is a YouTube video by award-winning director Lauren Greenfield.
The video starts with a question: What does it mean to do something like a girl?
Without watching the video most people already know that if someone tells you: “you run like a girl,” it’s meant as a slight.
So the next question in the video becomes when did doing something “like a girl” become an insult?
By the end of the video, Always hopes that you will join them in making the words “like a girl” mean something awesome and in the process help boost girls’ self-confidence.
Whoa! That’s a pretty lofty goal.
Haven’t seen the video?
WATCH IT HERE: Always #LikeAGirl
So how did they do?
Judging by the number of times the video has been viewed on YouTube – over 53 million views the last time I checked – I’d say they’ve done quite well. Compare that to the 1,635,668 views for the humorous Kotex video and keep in mind that the Kotex video has been up on YouTube for over four years now.
According to Mashable, the #LikeAGirl video garnered 1,482,633 social media shares thus ranking 7th in the top 20 most-shared ads of 2014.
Has Always really achieved the goal of turning around the meaning of the phrase doing something “like a girl?”
Maybe not completely, but by creating the hashtag “LikeAGirl” and promoting the campaign through Facebook, Instagram, Vine and of course Twitter , they have certainly created an impactful conversation, which for the most part has been inspirational.
There are 35, 000 comments on YouTube alone and these Tweets are from November 28, 2014.
It seems incredible in today’s world of information overload and short attention spans, that people are still tweeting about it, 5 months after the campaign launched
The fact that the ad prioritizes engagement over advertising is also key in conveying the brand’s message and ensuring the brand acquires a few new fans along the way.
While the concern for girls’ welfare may very well be at the core of the Always campaign, the strategic intent behind the video was not solely to kick-off a clever social experiment, but to build brand awareness and loyalty.
An online article in Advertising Age states that feminine hygiene products is a category with high loyalty rates, where women often stay with the brand they started using as girls. It makes sense then, that the Always brand would initiate a conversation that would resonate with women and speak to young girls in particular, in order to achieve that goal.
Bravo Always, on a job well done.