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.
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.
