What it was:

Review of a case study from the CIPR Awards for social media campaigns – MSL Group’s campaign -“Always #LIKEAGIRL”

Source: http://bit.ly/1GxUMn2

What I learned:

Key points from the campaign:

• Activity was based on solid research insight (confidence plummeting at puberty).
• Activity was very much in line with the grain of the brand’s previous activity i.e. supporting women and aspiration
• Turned a well-worn pejorative on its head.
• Global message was managed seamlessly across continents.
• Campaign created an empowering call to action which has potential to become a movement.
• Campaign harnessed celebrities and social media influencers.
• Content yielded a very large number of earned media placements (approx 1900)

What I will aim to do differently as a result:

Use insight and research to understand pain-points and concerns for the target audience.

Make sure activity is in keeping with and strengthens any existing brand values or history.

As a potential creative avenue, explore common uses of language around the audience or topic and see if these can be subverted or challenged.

Think about whether a campaign can generate a movement which has life beyond the campaign.