P&G's #likeagirl continues to dazzle

This event report outlines how Always, Procter & Gamble's feminine hygiene brand, expanded its award-winning "Like a Girl" campaign.

P&G's #likeagirl continues to dazzle

Geoffrey Precourt

When you're rebounding from what has been universally (or, at least, globally) recognized as one of the strongest, freshest and most highly regarded pieces of marketing communications, how do you come up with a second act?

As Amanda Hill, Procter & Gamble's Brand Director/North America/Feminine Care – and who's charged with the oversight of Always – told the Association of National Advertisers' (ANA) 2016 Brand Masters Conference, "The campaign we created shed light on the real lives of girls, launching a movement that started millions of conversations and lit up social media channels,...

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