BRAND STRATEGY
#LIKEAGIRL.
Always' visionary campaign for #LIKEAGIRL transformed a casual slur into a global empowerment movement with one piercing question: "When did 'like a girl' become an insult?" The revelatory social experiment laid bare our cultural subconscious—teens and adults performed exaggerated weakness, while young girls demonstrated pure, unselfconscious strength.
This crystalline moment of cognitive dissonance ignited an international reckoning with gender bias, particularly during puberty's confidence crisis. More than advertising, it became a cultural mirror that changed how we speak, think, and empower young women worldwide.
To keep consumers connected to the sentiments resonated from the video,
we integrated the branded elements into all of our digital and instore work.
Beyond its viral success (1B+ views), #LikeAGirl achieved measurable cultural impact:
​
• 90% of viewers reported changed perceptions of the phrase
• 76% increase in positive associations with "like a girl"
• Super Bowl debut for feminine care advertising
• Cannes Lions Grand Prix and Effie Award winner
More than an ad campaign, #LikeAGirl became a movement through strategic partnerships
with UNESCO and TED Talks, proving that socially conscious storytelling can drive both
cultural change and brand growth.
