Recently, we’ve talked a lot about storytelling in this space and how brands can best use the techniques of telling stories to connect.
In the early part of the 2000s, the term “branding” really took off. With the advent of the internet, the emphasis on logos, taglines, business cards, and all the marketing material people were accustomed to seeing leaped in terms of importance. Design and style were aimed at making a brand sticky and trusting the rule of seven (getting your brand in front of someone at least seven times before they consider acting) was the mindset.
Social media shifted focus and gave consumers a voice in the story. The transition from one-way communication to two-way communication proved to be a significant evolution in how brands told their stories and the idea that it was really the consumer who was the center of it all became more prevalent, with brands hoping to forge a lasting relationship with their clients.
In 2014, a campaign was launched by Always that was groundbreaking. Incorporating a clear message with an emotional center using a social media campaign that bolstered the story and invited people to share their own, the “Like a Girl” campaign. This campaign challenged everyone to rewrite the rules and change the negative perceptions of the phrase “like a girl,” transforming it from a pejorative into a compliment. It redefined the phrase as a term of endearment and pride, one meant to convey strength and bolster self-esteem instead of undermining it.
The Always brand’s “Like a Girl” advertising campaign included a short film that was part of the campaign’s introduction showing young boys and girls being challenged to execute chores “like a girl” and showing them failing or doing poorly. With the message that acting “like a girl” should be considered a positive and strong thing, the movie then cut to young girls and women confidently and expertly carrying out the same chores.
The message of the campaign was that the phrase “like a girl” has been used as an insult for far too long and that it’s time to redefine it as a positive expression that honors girls’ and women’s abilities and strength. The initiative was a part of the broader “#LikeAGirl” movement, which sought to encourage girls and young women to have confidence and believe in themselves.
“Like a Girl” was a huge success for the Always brand and had a significant impact on its social media presence and image. The short film went viral, with millions of views on YouTube and social media, and was widely discussed in the media. It received widespread praise for its powerful and poignant message and its ability to spark a conversation about gender stereotypes and the way in which girls and women are often underestimated and belittled.
The campaign boosted the reputation for Always as a company that is committed to empowering and supporting girls and women —the heroes of the story they were telling.
Crafting a story that resonates emotionally with people, centering them as the main character, and connecting your brand with their plight is a surefire way to stand out in a crowded market, separating you from others by making it evident your brand is the helping hand they need on their journey. If you would like help telling the story of your brand and developing a brand strategy, then schedule a free discovery session here: https://calendly.com/luckygirliegirl.
Watch the “Like a Girl” short film:
Meet Christina Aldan for the first time and you will feel as if you have known her all your life. she is proof that you can Create Your Luck with perseverance and a desire to learn.