Marketing #LikeAGirl Produces Extraordinary Results

Always #LikeAGirl campaign challenges a public perception and behavior that disempowers their primary user, young women. By using their marketing power to raise awareness of this cultural trope they give their brand deeper meaning and significance to their customer’s lives.


Moving Beyond The Product Demo

Marketers can only do so much with a product demonstration before they run out of things to talk to their customers about. While product demonstrations are valuable sales tools, they do very little to raise awareness or maintain engagement with existing customers. Both of these aspects are mandatory for establishing and maintaining a market position over time. One way to create these aspects of your marketing is to look for broader culture conversations that affect your customers and position your brand as part of the solution. Here’s how Always has done it.


Creative Ideas For Engaging Customers of Maxi Pads

Always is a brand of feminine hygiene products. The products themselves are far from exciting or aspirational. Yet, Always has done an excellent job associating positive emotions around their brand with their #LikeAGirl campaign.


Always Finds Insights From Market Research


Always marketing research found that at puberty, 50% of girls feel paralyzed by the fear of failure, and 80% of girls feel that societal pressure to be perfect drives this fear of failure.





How Can Always Contribute To A Change?

The marketers of the Always brand asked, “where does the societal pressure to be perfect stem from and how can we contribute to the alleviation of this pressure?” By answering this question with their marketing they could further their mission to instill confidence in young girls.


Turns Out That Male And Female Adults Are To Blame


The #LikeAGirl campaign made the public aware that both men and women use the phrase, “like a girl” as an insult.

Though a series of recorded interviews with women and men, they demonstrated that men and women alike hold a disempowering belief that to be #LikeAGirl is to be weak, silly, uncomfortable, and overly self-conscious. When young girls were asked the same question their answers were significantly different. #LikeAGirl from a young girl’s perspective means to play full out and to believe you can do anything regardless of your gender.

I appreciate this campaign because it shows instead of tells how society contributes to the eroding of women’s confidence. This showing forces the viewer to self-reflect. Myself included.

Recently, I used that exact phrase in an insulting manner. I was on a video chat with friends and one of my guy friends was over and refusing to be on camera because he didn’t look presentable. I said, “stop acting like a girl.” Yep, I said that. It made me feel bad instantly. Not only did I call him out in front of our friends, but I felt as though I had slammed myself and my friends on the other end as well. Where did that thinking come from, and why was I (a female) participating in it?

The #LikeAGirl campaign challenges us to rethink that expression and the effect it has on girls’ confidence. By bringing this conversation to the forefront, they demonstrate a commitment to empowering women by inviting us to reinvent what it means to do something “like a girl.”

Campaigns that challenge social norms, status quo and even our personal thinking truly stand out to me as they serve a higher purpose than merely selling a product. They communicate the shared values that exist between the business and the customer and thus, become a community. 


Written by Jenn Morgan

Jenn Morgan is the CEO/Founder of Radically Distinct, LLC.