“You run LIKE A GIRL. You swing LIKE A GIRL. You throw LIKE A GIRL.”
In elementary school, kids have the perception that this phrase is an act of weakness.
Always, a feminine hygiene brand, launched “Like a Girl” campaign during the Super Bowl XLIX. The goal of the campaign was to reframe the negative perception of the phrase “Like a girl.” The commercial consisted of adults, young boys and young girls demonstrating how to run and throw “like a girl.” Unsurprisingly, the adults and young boys treated the phrase in a negative context. However, the young girls treat the phrase as a compliment by saying that “running like a girl” means to “run as fast as you can.”
Always “Like a Girl” campaign generated the most tweeted hashtag of the super bowl. In its success, the hashtag #likeagirl is still booming on social media, and is changing the perception of what it’s like to do something “like a girl” and making a difference in young girls self esteem.
Social media is engaging in the movement. Therefore, brands need to adapt to the social change. Marketing Week reports on why brands are losing relevance with girls. The article highlights how brands attach gender stereotyping to their products for girls. Researchers have found that girl consumers seek brands that empower them and give them confidence, which is why brands should move away from pink and princess products.
“Successful brands that engage young women deliver on three things: emotion (make me feel something), reassurance (make me trust you) and authenticity (show me you mean it).” – Belinda Parmar