Always: Girl Emojis #LikeAGirl

Laura Cardenas, Jessica Perrin

This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

Campaign details

Brand: AlwaysBrand Owner: Procter & GambleLead Agency: Starcom UK, Leo Burnett ChicagoContributing Agencies: Starcom US, MSL NYCountry: GlobalIndustries: Feminine hygieneMedia Channels: Online video, Social media, Word of mouth, advocacyBudget: 1 - 3 million

Executive Summary

Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience during puberty by taking on culturally relevant, but social damaging issues.

Last year (2016) we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink...

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