Evaluation & Comparison

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 between how people view themselves, and how others view them. This allowed the audience to also reevaluate their perception on themselves, which boosted confidence and made people feel empowered. 

Dove's Real Beauty Campaign explored how women describe themselves, compared to what they look like when a stranger describes them. The women were then able to compare the differences of the appearances. 


Although Dove’s ‘Real Beauty’ campaign was also a success, the success of the campaign can be compared to Always. Dove’s choice of integrated marketing communication tools did not give them the same results as Always. Dove chose to only use television as their communication channel, resulting in roughly 8 000 000 views online. However, Always’ choice of incorporating a hashtag and using multiple advertising platforms, has resulted in their campaign receiving over 65 000 000 online views. This goes to show that although Always spent a lot more money and time on their campaign, it has given them much higher results in terms of success and brand awareness. 


Post 6 References 

Dove US (2013). Dove Real Beauty Sketches | You’re More Beautiful Than You Think. youtube.com. Retrieved from https://www.youtube.com/watch?v=litXW91UauE&t=261s

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