Always, the feminine hygiene company, has started a campaign with the hashtag #LikeAGirl rallying behind the young women their products support and trying to keep them in sports. Their website claims that many girls quit sports around the time of their on-set of puberty despite how much sports can be a positive influence on their confidence during this critical time.
Beneath this explanation on their website they have icons with four of the major social media sites Facebook, Twitter, Instagram, and YouTube. They are using social media to build their brand name, to build their reputation with consumers by showing they care beyond the scope of feminine products and spring into the lives of their young customers.
I looked into this campaign to see how the company is using this #LikeAGirl hashtag to engage with people and consumers specifically. I intend to look at each of those social media pages and see what kind of conversations are happening. This specific audience is very prevalent on these social sites so it will be interesting to see what is out there. I also think it is a smart long-game because some of these women targeted by this campaign will likely not be the one right now buying the products but they will grow and become the purchaser, and they could have daughters of their own that they buy for one day and which brand will they choose? Perhaps they will choose Always, the company seeking to help build confidence in young women.
The first link is the video of the original commercial that really launched the campaign. Below it are a powerpoint overview of the campaign and pdf of my case study.
Superblog 