Campaign Wins Best Use of Research Award

This campaign was the winner of the Institute for Public Relations Measurement Commission’s “Best Use of Research, Measurement and Evaluation” award at the 2015 Big Apple Awards, sponsored by the New York Chapter of PRSA.

John Gilfeather, a Big Apple judge and Emeritus member of the IPR Measurement Commission, presented the Big Apple Award to Procter & Gamble’s Always team.

Based on research about how words can affect girls’ self-esteem, Procter & Gamble’s Always team created the “#LikeAGirl” movement to empower girls through education during puberty, a time when their confidence is the lowest.

At the centerpiece of the campaign stood a video, capturing how people of all ages interpret the expression, “Like a Girl.” Those in the commercial portrayed the phrase as an insult, holding up a mirror to society at large and showing how damaging these words can be to girls, particularly during puberty.

The video achieved 76 million global views from 150 countries and more than 1,800 earned media placements. The team was able to take a commonly-used insult to capture the subtle yet negative power it creates and ultimately, to inspire a movement that changes the meaning of “like a girl” to mean “downright amazing.”

The next step for Always was to find an even bigger platform to spread their message – air time during Super Bowl XLIX with more than 114 million viewers. After the commercial aired, the “#LikeAGirl” movement secured 1,623 positive placements, 597,261 mentions and more than 150 organic tweets from influential leaders.

According to brand research conducted after this campaign, 81 percent of women ages 16 to 24 support P&G Always to reclaim “like a girl” as a positive and inspiring statement.

The full case study is now available here.

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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