Always - #LikeAGirl

In 2014 during the World Cup, feminine product brand Always posted a commercial video to Youtube titled 'Always - #LikeAGirl'. The advertisement video featured women and men asked to perform certain tasks on camera 'like a girl'. These tasks included running like a girl, fighting like a girl, throwing like a girl and many more. All the teenagers and adults mocked the actions. Next, Always asked a series of female children to complete the same actions like a girl. However, unlike the adults, all the children completed the tasks normally and did not know what was meant by the phrase "like a girl".

The purpose of this commercial was to raise awareness, both for the brand and for the cause of the brand. But how successful was this commercial? Especially during the World Cup, which is the most expensive time slot for international advertising? How well did the commercial do when contrasted to other advertisements of the same line?

At the time of the World Cup, the video racked up a huge 53 million. Today the video enjoys the success of nearly 62 million views. The average amount of views for a commercial during World Cup period is over 10 million views less than 53, and the same commercials competing with #LikeAGirl were not extremely successful in maintaining a steady increase rate of views.

To answer the questions raised regarding the #LikeAGirl campaign, the commercial was genuinely successful in not only presenting a well planned and compelling advertisement, but also meeting the requirements in regards to objective measurements determining success. These objective measurements include Youtube views, comments, subscribers and likes. 

In regards to subjective measurements many key factors such as content of comments and like to dislike ratio also suggested positive results. The only negative comments in regards to the #LikeAGirl campaign mainly consisted of people dissatisfied with the company's efforts in what they percieved to be the wrong issues (e.g. should focus on more important issues). Regardless, almost everyone exposed to the well executed social media marketing campaign were on board.