Always: #LikeAGirl

This case study shows how Always, the feminine hygiene brand, used a social video strategy to build relevancy with girls.

Always: #LikeAGirl

Agency: Leo Burnett TorontoClient: Procter & GambleBrand: AlwaysCity: TorontoCategory: Corporate Governance (CSR)

Background

For decades, the Feminine Hygiene category successfully built brands through advertising that showcased functional superiority benefits. Always, the category leader, was a master at this. However, the landscape was drastically shifting to become more social. Women and girls were looking for content beyond product stories. Brands like UbyKotex and HelloFlo were creating relevant social voices that were changing category conversation and we found ourselves quickly losing relevance with our girls. Although girls loved the Always brand...

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