'Like a Girl' Consumer Behaviour Ad Campaign

In: Business and Management

Submitted By jennyfischer03
Words 1958
Pages 8
Real World Application Exercise:
Always “Like A Girl” Video Ad Campaign

Procter & Gamble’s Always brand, known for selling feminine hygiene products, launched the first video of their “like a girl” campaign this past June. Always sponsored a social experiment where participants of varying ages from both genders, although predominantly females, were asked to act out phrases such as “fight like a girl” and “run like a girl.” The older participants exaggerated their movements and appeared weak and unsuccessful in their actions, while the younger girls tried their best and acted as they would normally would. The viewers are then asked when the phrase, “like a girl” became an insult, and question why it can’t mean good things, such as, “win the race.” The fact that girls’ confidence plummets during puberty is displayed, and then the older females get the opportunity to retry their actions and complete them with certainty and confidence.
Always claims that they want to redefine the phrase “like a girl” to be interpreted positively so that girls everywhere will feel proud and confident when they do things “like a girl” (Herzfeld, 2014). Always Brand Director Amanda Hill hopes it is the beginning of a long-term campaign to change the meaning of the phrase “like a girl,” while building brand loyalty (Neff, 2014). The campaign targets females who may be approaching puberty, in the midst, or post-puberty who need that confidence boost and restored empowerment. Always uses a variety of consumer behaviour techniques to effectively facilitate interactive communication, elicit affective responses leading to viral marketing success, and attempts to create an associative link between the “like a girl” campaign and the Always brand.
Always incorporates the “like a girl” ad campaign into an interactive communications model, whereby a dynamic relationship exists between…...

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