Can a "feminine care product" Ad create the buzz during Super Bowl night?
WHO: Always, Procter & Gamble
WHAT: The answer is yes. A 60-second spot of feminine care product realized the highest score of social interactions during the Super Bowl, last 2015, and beyond. With over 400,000 mentions and 84% positive sentiment Always realized the highest score during The Big Game and beyond achieving 85 mlm global views on Youtube, 1 mlm shares from 150+ countries. With #Likeagirl campaign, Always (P&G) has been able to move away from the product to build a campaign around an emotional message to reconnect with young women. The commitment was to empowering girls confidence changing the negative meaning of the "Like a girl". The ambitious challenge was in the commitment, in the creative idea and in the execution. Probably the combine of these 3 elements are the key of the success of this campaign.
WHY: Re-engage with a lost public target (young women), engaging at emotional level and connecting with them via social media.
TAKEAWAYS: Push the boundaries and be pushing, an impactful communication campaign need to combine online and offline supports, Social Media are great platforms to amplify a message and it is fundamental to define the most popular platform within your target as main vehicle for your message. Keep focus and think big.