Wednesday, July 30, 2014

Always Going Viral #LikeAGirl

A new video has us all asking ourselves, “What does it really mean to run, jump, throw Like A Girl?”

This video, similarly to the success of other branded female empowerment campaigns like Dove’s “Real Beauty” ads, has gone viral with over 34 Million YouTube views to date.  As part of a larger #LikeAGirl campaign, Always is looking to empower females by sharing a social experiment caught on tape. Brands alike can learn from this campaign’s initial success in hope of creating future viral success, online.

Some learnings brands can take from this campaign:
  • Creating Opportunities to Expand Brand Loyalty
o   While this video is advertising to women and adolescent girls, they are also directly talking to younger girls who may not buy their products for a few years. Without calling out their products, Always does a great job creating an authentic and emotional connection with young girls which is critical to brand awareness and affinity for later in life.
  • Work produced from a key consumer insight should be authentic and emotive, so consumers feel connected to the work
o   In a study from Research Now, sponsored by Always, found that more than 1/2 of the girls surveyed claimed to experience a drop in confidence at puberty
  • Integrated Media Campaign
o   As a result of using paid search, paid social, YouTube Ads as well as PR and social sharing to help capitalize on the potential for the video to go viral.
  • Incorporate a hashtag
o   Using an overarching hashtag, #LikeAGirl, helped generate and aggregate conversations around the campaign
  • Using influencers to help spread the word
o   Influencer outreach via earned media played an important role in gaining momentum and exposure around the video being released, including highly viewed publications like The Washington Post.  

When strategically used together, a powerful consumer insight, great work and key influencers, can transform one video into a social movement gaining momentum from consumers who are viewing, sharing and talking about the work.

This culmination of these items can be used together to initially gain exposure and conversation around a creative campaign and increase the potential of going even more viral.

To learn more how this video is making waves, click here.

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