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Always
#LIKEAGIRL Super Bowl Activation

RAN IN: United States, Canada

CLIENT
Procter & Gamble

AGENCY
Leo Burnett/Arc *Lead Agency

Stephanie Hernandez, Account Executive
Kelly Stock, Senior Strategist
Kaila Christoff, Associate Creative Director
Jane Ballweg, Account Director
Jim Pearson, VP, Creative Director
Lilia Arroyo-Flores, SVP, Strategy Director
Jim Carlton, EVP, Creative Lead
Scott Fry, VP, Producer
Karuna Rawal, EVP, Business Director
Brendan Nash, SVP, Creative Director


Leo Burnett/Arc


SUMMARY

How could Always channel our shopper’s emotional connection with the #LIKEAGIRL video to drive purchase of pads, if she forgets the video as soon as she’s in shopper mode? With the Super Bowl as our vehicle, we translated the momentum of #LIKEAGIRL from consumer affinity to shopper action. Via retailer social media, Coupons.com, and in-store, we delivered the right #LIKEAGIRL message based on her mindset at that touchpoint. We increased brand linkage by 26% and Always’ sales tripled in the week after the game.

CASE STUDY

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Hero Medium: Digital/Interactive

Medium Featured On Video: Digital/Interactive, Pricing, Retail Experience, Social Media

Audience: Women

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English