Integrated Marketing Communications - #LikeAGirl Campaign

Evaluation & Comparison Ultimately, the campaign was a huge success and was noticed on a global scale. Always was successful in getting their message out into the public, and encouraged people to get on board and share it with others. The campaign went on to win multiple industry awards, including the 2015 Emmy Award for Outstanding Commercial, and the D&AD Black Pencil Award in 2015 for the ‘Creativity for Good’ category. The film is still being shared on social media platforms today, and continues to grow the brand’s awareness and success.  The success and overall message of the #LikeAGirl campaign can be compared to other campaigns that share a similar message. For example, Dove's Real Beauty Campaign was created similarly to #LikeAGirl.  Dove’s campaign was also corporate; meaning they didn’t advertise a specific product, they focused on the values of the company. Dove also created multiple short films involving real people, and focused on the difference b

Effect from the Brand's Perspective The campaign ultimately proved to be effective, as the brand’s awareness and popularity grew amongst both men and women. The goal of the campaign was to increase awareness about the issue, to encourage girls to continue doing the things they love with passion, and not to feel like they aren’t good enough. Additionally, the campaign was created to popularise the brand and to get more people on board, which would ultimately result in more sales. This was  successful, especially for females, as women tend to stay very loyal to a product or brand once they discover something they like about it. Women’s shopping motives are hedonic, meaning their shopping patterns can be related to their e motional responses of that brand. A more detailed study on this can be found here. The issue that the campaign addresses, is something that each person can understand, and once it is stated that it should change for the better, people start to like it.  As

Integrated Marketing Communication Tools Integrated making communications tools refer to the various devices that are used in order to promote a brand, their products, or to get a message out to a wide audience. In order to implement these types of tools, it is essential for the organisations to be able to effectively communicate with their clients. The way in which they do this can be analysed in order to understand the brand’s success.  Social media and television are the most prominent communication channels used in the #LikeAGirl campaign. The film was also uploaded onto youtube, which is a great way for organisations to get their message out to a broad audience. This allows people of the general population to share the video onto other media platforms, which then gets other people involved on the topic. As the message is encoded verbally, the audience is able to see the emotions of the people involved in the campaign, which effectively communicates the message they are co

Relevance to the Brand ‘Always’ is brand that provides feminine hygiene products. One of the many catch phrases of this brand is “Empowering women to live life without limits”. This phrase is visible throughout their website, products, and advertisements; and coincides perfectly with the message that is being portrayed through the #LikeAGirl campaign.  The brand produces products that are a life necessity for females, from the age of when they approach puberty. Supporting films that were released after the original, state that girls’ confidence plummets during puberty. A study found that girls’ self esteem drops just as much as boys’ during this time, as this is when young teenagers are trying to find out what type of person they are. Thus, it is understandable that they have targeted the campaign at young women, to help them feel empowered during the time that they feel least confident. Therefore, the campaign itself and the message within, have a very strong relevance to

The message behind the #LikeAGirl campaign is portrayed multiple times; that skills of strength and stability are not just adopted by males, but females too. The campaign explores how girls grow up to believe that they are limited and defined by a set of rules, and that if they carry out a task ‘like a girl’ it wont be done well enough. This is what drastically lowers their confidence. The campaign attempts to steer girls away from the phrase “like a girl”, explaining how it leaves an insult on young women and doesn’t encourage them to do what they love.  The message is conveyed through an emotional appeal, aimed specifically for women of the younger generation. There is a sense of empathy that the audience is able to comprehend, as everyone knows what it is like to feel as though they aren’t good enough. The emotional appeal is captured towards the end of the film, when each person is asked how it can effect young females, and if they would like to try again. The emotional appeal

Always' #LikeAGirl Campaign & Its Timeframe ‘Always’ is a popular brand of female hygiene products, that provides life necessities for women, whilst working towards a build in their confidence. The brand came about in 1983, with a worldwide market and a catchy tag line of “Rewrite the rules, always”. Since this time, Always has released many advertisements and campaigns with the hope that they can rewrite the rules of stereotypes and build self-esteem for females. In June 2014, the initial video for Always' #LikeAGirl Campaign was released, and has since been widely celebrated for breaking stereotypes and empowering young females. The original short film captures a multiplicity of both males and females undertaking an experiment. The people in the film, aged from 10 - early 20s, are required to perform the first thing that comes to mind when asked to do something “like a girl”. This experiment successfully captures how the stereotypical expression “like a girl” i