TO: MARY LEE GILLILAND

FROM: KATHRYN POTTALA

SUBJECT: ASSIGNMENT #2: ALWAYS CAMPAIGN ANALYSIS
DATE: FEBRUARY 9, 2016
This brief gives an overview of the P&G Always #LikeAGirl campaign done by Leo
Burnett. The analysis will give insight into the aspects of the campaign, brand, and agency.
The campaign speaks to women and has substance to it, P&G isnt just trying to sell a
product, but rather trying to share an idea. I chose the campaign because it is more than a
hard sell, and I think the message that it sends is very important for young girls to hear. The
document will include:
Agency Selection
Brand Campaign Overview
Brand Product Information
Personal Insight of the Campaign
Agency Selection
For this audit, I chose to analyze the #LikeAGirl campaign for the brand P&G Always
executed by Leo Brunett Chicago, London and Toronto. Leo Brunett (2016) has a client list
that includes the brands:
Amazon
Allstate
Coca-Cola
Samsung
Kraft
MillerCoors
McDonalds
Kelloggs
Nintendo
Esurance
Leo Burnetts team is lead by:
Rich Stoddart: Chief Executive
Bill Hickman: Chief Growth
Officer
Officer
Nina Abnee: Chief Client Officer
Mick McCabe: Chief Strategy
Officer
Amy Cherois: EVP, Reputation &
Communications
Renetta McCann: Chief Talent
Officer
Barbara Dent: EVP, Deputy General
Counsel
Suellen Ravanas: Chief Financial
Office
Vincent Geraghty: EVP, Production
Leo Burnett Chicago has received numerous awards, the #LikeAGirl campaign in
particular won an Emmy in September 2015 for the best commercial, as well as 14 Lions at
the Cannes Lions International Festival of Creativity. The campaign was so successful Leo
Burnett and P&G decided to continue their mission to stop the drop in teenage girls
confidence with the second phase #LikeAGirl Unstoppable (Leo Burnett Chicago:
Awards, 2016).
According to their website, Rich Stoddart, the former North America CEO was named the
CEO of Leo Burnett Worldwide (Leo Burnett Chicago: News, 2016). The company is also
in news for their advertisements for Esurance, McDonalds, Amazon and Buick in Super
Bowl 50.

Brand Product Information

The #LikeAGirl campaign for P&G Always is promoting feminine products to women,
however, the campaign is also trying to send a message that the lowering of self-esteem
during puberty needs to be stopped. Pads and Tampons are in the consumer packaged
goods industry and the feminine care product category. The target of Always is teenage girls
and young women. Their website has many features to help feminine care and education, but
they are mostly for girls who are going through puberty. The MRI report, created by GfK
Mediamark Research & Intelligence, suggests that for different types of Always pads and
tampons, there are different demographics. For Always Infinity, the typical consumer is a
woman ages 18 to 24 who works in sales and lives in the south region of the United States.
However, MRI data only includes information for adults, and Always targets young girls. Leo
Burnett co-creative director for the campaign, Becky Swanson, said in an interview (2015),
A girl can do anything she wants. Proudly. Enthusiastically. Without apology, this is a large
part of the campaign, and Always targets the Innovators VALS (2016) group, women who
are future oriented. Always wants women to be equal, and to feel equal and the
#LikeAGirl campaign is redefining what it means to be like a girl.
This campaign is not about a hard sell, Leo Burnett and P&G created this campaign to start
a conversation. Kim Kauffman, Communications manager at Leo Burnett, identified that
This video is an effort to rally people to help change what it means to do something
#LikeAGirl to mean being strong, confident and downright amazing. In fact, most of the
individual advertisements, they dont even include the product. The campaign that promotes
girls to be unstoppable has now grown, and Always is teaming up with TED to create
educational videos for young girls to learn how to retain confidence at puberty. The
campaign also includes partnerships with educators around the world providing girls with
puberty, menstrual cycle, and confidence education. Always is branching off from just
providing women and girls with feminine products, they are providing education to girls on
puberty and self appreciation, something that is important long term for Always.
Always provides consumers with three types of products: Menstrual Pads, Liners, and
Wipes. Focusing on Menstrual Pads, they have 55 different products for day and nighttime,
flow heaviness, with wings, and scent options.
Product

Price

Always Radiant Infinity Teen Regular Pads

Always Infinity Regular Pads
Always Infinity Extra Heavy Overnight
Pads

$5.35
$5.35

Always Radiant Heavy

Always Ultra Pads Regular

Time of
Protection

Absorbency

Quantity

Features

<8 Hours
Overnight
(8 Hours)

2/5
2/5

14
18

4/5

24

$8.60

5/5

28

$7.20

8 Hours

2/5

22

Wings
Wings, Absorbs 10x weight
Wings
Absorbs 10x its weight
Wings, Scented, Absorbs 10x
its weight
Non-Wings

$8.60

Products, prices, and descriptions found on always.com

Always Pads, Liners, and Wipes are found at supermarkets, drug stores, and superstores, and
they are also sold online, on eBay.com, amazon.com, and other discount retailers.

Brand Campaign Overview

The #LikeAGirl campaign was first put into place to redefine young girls confidence, and
the campaign is centered around a video produced by Lauren Greenfield, famous female
documentarian, that captured the different ideas of what the phrase like a girl means to
people of different ages and genders. The film included the social hashtag #LikeAGirl,
which added a social media aspect to the campaign. Judy John, co-creative director of the
campaign said, The hashtag was essential in rallying people to change the meaning of like a
girl by showing the world that it can mean amazing things (D&AD). The social media
aspect of the campaign was important because it showed the insights and genuineness of the
movement.
https://twitter.com/always
https://www.youtube.com/watch?v=XjJQBjWYDTs
The video was released online on June 26, 2014, but its popularity grew immensely when it
aired during the 2015 Super Bowl. D&AD identifies that the brands equity grew by doubledigit percentage after the release of the video while competitors equity experienced a slight
decline, proving that purpose-driven advertising and brands are successful.
Other than the film and social media aspects of the campaign, Always also is starting a TEDEd campaign to educate young girls. The TED talks will add another dimension to the
campaign that show that the brand is taking action with the issue of female confidence
drops.
http://always.com/en-us/about-us/always-and-ted-team-up
Through TED, Social Media, and their film ads, Always, is able to generate a campaign that
generates a conversation about female confidence, and ultimately is able to increase the
image of their brand.
Leo Burnett and Always came up with the #LikeAGirl tagline during exploration when
someone wrote the line on a piece of paper and stuck it to the idea board, Judy John said the
line stuck because the phrase has always been used in a derogatory way.
Always identifies that their goals is [for] all girls to live life to its fullest potential and were
right here to back all of you.(What We Promise). Their strategy to spread the message was
to create a social media conversation and to show that girls should not have a drop in
confidence during puberty. The strategy used for a successful launch for the video identified
by the Institute for PR is to have 2 million views and 250 million media impressions. Always
needed a larger platform than just having the short film online, they activated the
#LikeAGirl campaign at Super Bowl XLIX and they were able to have 4.64 billion online
impressions, 1,623 positive placements, trended nationally on Twitter and Facebook with 1.1
billion social impressions and 597,261 #LikeAGirl mentions with 150 tweets from influential
leaders (Moyer 2015)

Personal Insight of the Campaign

Although the #LikeAGirl campaign received some negative publicity, overall, the campaign
was praised for its ability to speak to young women. However, the campaign did not just
send a message to young girls, women and men of all ages saw this film and reacted
positively.
The campaign reached 1.1 billion people on social media after appearing on the Super Bowl
in 2015, and part two of their campaign has continued to reach audiences, and has had an
overall positive reaction.
I believe that P&G Always has a brand objective to reach young girls and to remind them
that their confidence shouldnt be lowered when people say they cannot do something. They
used social media and film ads to show audiences that they shouldnt put young girls down
and have started two campaigns that speak directly to young girls while at school and
through TED-Ed talks.
The campaign was started to change confidence in young girls, and they did that by targeting
older people and trying to get them to stop putting girls down, as well as targeting young
girls themselves to get them to ignore people who are negative. The Always film could be
difficult for young girls to understand, the campaign showed audiences that young girls still
have confidence until they are put down, however young girls dont see the problem so
showing them this film, they might not identify the issue. Always could have a film ad thats
targeted towards young girls so they can better understand what they are saying. Something
that is telling them they should believe in themselves. Always could also create events where
young girls come with their mothers, sisters, grandmothers, aunts, or any mother-like figure
in their life to an event where they learn about female confidence as well as, this would give
not only young girls but also their role models an opportunity to share insecurities and to
learn how to promote young girls being the best they can be.
Leo Burnett put together a campaign that started a conversation. As a whole, the campaign
spoke to not just young girls who they are targeting, but also the people around those girls.
The #LikeAGirl campaign has reached and is continuing to reach such a wide range of
audiences, that the campaign has become more successful than Always had anticipated. The
brand has been promoted in a way thats not just about a product, but about a brand
promoting women and ultimately that will increase their brand image and sales.

References
D&AD. (n.d.).Case Study: Always #LikeAGirl. Retrieved February 07, 2016, from
http://www.dandad.org/en/case-study-always-likeagirl/
GfK Mediamark Research & Intelligence. (2014, Fall Product Report). Sanitary Napkins used
in the last 6 months Always Infinity. Base: Women. Retrieved from MRI Mediamark
Reporter database. http://ureporter.mriplusonline.com/selectdemo.asp
Kauffman, K. (2015, June 21). Leo's Cannes Contenders: Always "#LikeAGirl". Work. Leo
Burnett. Retrieved February 4, 2016, from
http://leoburnett.com/articles/work/what-it-means-to-be-likeagirl/
Moyer, J. (2015, June 15). #LikeAGirl: Turning Insult into Confidence. Institute for Public
Relations. Retrieved February 6, 2016, from http://www.instituteforpr.org/proctergambles-always-likeagirl-campaign-takes-home-research-measurement-evaluationaward-iprs-measurement-commission-big-apple-awards/
OUR EPIC BATTLE #LIKEAGIRL. (2016). Retrieved February 08, 2016, from
http://always.com/en-us/about-us/our-epic-battle-like-a-girl
Shop products. (n.d.). Retrieved February 07, 2016, from http://always.com/en-us/shopproducts
Sample Characteristics. US VALS Types. Strategic Business Insights. Retrieved February 7,
2016, from (http://www.strategicbusinessinsights.com/vals/characteristics.shtml
What We Promise. (2016). Retrieved February 05, 2016, from http://always.com/enus/about-us/what-we-promise-to-you