2017 International

52 always like a girl

Type of project: Campaign Download PDF Developed by: Always www.always.com/en-us/about-us/our-epic-battle-like-a-girl

Synthesis of the case study

Facing growing competition from rivals that were gaining tractions with millenial girls. Always needed a way to appeal to the next generation of consumers via social media. The award-winning response was the Always #LikeAGirl campaign, turning the phrase from that an insult to an empowering message.

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