Effect from the Brand’s Perspective & Effectiveness of the Message and Tools

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 a result of the campaign; the brand itself grew 50% more than targeted. This was done through the use of the hashtag and the involvement of social media. The tagline is easily recognisable and invited people to use it. The tag #LikeAGirl skyrocketed all over various social media platforms. Always’ followers on twitter tripled, and their YouTube subscribers grew by 4339%. This resulted in more short films being produced, which then further popularised the brand and what they stand for. 

The integrated marketing tools that were implemented by Always throughout this campaign have proven to be effective. The incorporation of using an emotional appeal resulted in the video being viewed more than 90 million times. This is a major achievement for the brand; the more views they receive, the more their brand name is being recognised and remembered. 

References

Nudd, T (2015). Always ‘Like a Girl’ Adds the 2015 Emmy Award to Its Haul of Trophies. Retrieved from http://www.adweek.com/brand-marketing/always-girl-adds-2015-emmy-award-its-haul-trophies-166883/

Janeja, P (2018). Integrated Marketing Communication Tools. managementstudyguide.com. Retrieved from https://www.managementstudyguide.com/integrated-marketing-communication-tools.htm

Aswegen, A. (2015). Women vs. Men – Gender Differences in Purchase Decision Making. Retrieved from https://www.guided-selling.org/women-vs-men-gender-differences-in-purchase-decision-making/