What do marketing metrics and periods have in common you might ask yourself?
Well the answer is not a whole lot! This blog will take a look at how the #likeagirl campaign measured up through telling the story behind the campaign and linking the outcomes to different marketing metrics.
For years the company Always (a P&G brand) has valued their ability to give confidence to women to continue to be active during their periods. Upon recent research they found that they needed to develop an emotional connection to all women, but also connect to the younger generation who were often left feeling confused about what was happening to their bodies when going through puberty.
Always briefed their marketing agencies to go out and create a campaign that leveraged the brands ongoing legacy of supporting women transitioning from puberty to young women, whilst reinforcing why the brand is ‘relevant to me’ and understands the social issues that young women are facing in today’s society.
After conducting research into the proven decline in confidence among young women entering into puberty, they decided to take a look at the phrase like a girl and how it was associated with negative gender stereotyping and how this phrase was considered to be an insult.
It kicked off with a youtube video that asked males and older women to show how they would:
THORW LIKE A GIRL RUN LIKE A GIRL
FIGHT LIKE A GIRL
Change the phrase of like a girl from one of insult to one of empowerment. The campaign was built around showing women that being like a girl should be a meaningful statement. The hashtag #likeagirl was embraced as a rallying cry to women of all ages around the world. The hashtag was an important element as it would allow a way for people to get involved with the campaign.
Where do marketing metrics come into play?
The challenge for the marketing department is to be able to document how marketing activities can be measured to show their contribution to the organisations financial goals. Managers and finance teams would like to see this in one nice number, which is what frameworks such as return on investment (ROI) and return on customer (ROC) attempt to provide, however from a marketing perspective it might not be that simple.
The marketing metrics that make sense are brand awareness, brand preference, brand loyalty and brand satisfaction, which is what has traditionally been looked at to determine the success of a a campaign, it is often hard to directly link these back into maker results such as sales, cash flow and profits.
How did #likeagirl measure up?
- 90+ million views of the video on YouTube
- Number 2 viral video downloaded globally
- 1100+ media placements
- Always twitter followed tripled in the first three months
- Always YouTube Channel subscribers grew by 4439%
- 177,000 #likeagirl tweets in the first three months
- Purchase intent in the target audience grew more than 50%
- In an independent study conducted in 2014, almost 70% of women and 60% of men claimed that ‘the video changed my perception of the phrase ‘like a girl’
- Alway’s brand equity showed a double-digit increase during the course of the campaign, whilst its competitors saw a slight decline
- Two out of three men who watched the video said they would now think before using the phrase as an insult
How does this link back to the frameworks?
ROI at its core is a calculation of return minus investment, divided by investment and is a difficult measure to use for marketing success as it is often hard to articulate what constitutes the ‘return’. In the case of #likeagirl the return is difficult to measure. Although Aware’s Youtube channel had more subscribers, does this translate directly into more sales of the product?
We might need to take a different approach and assess against social media metrics which might provide more insight. Metrics such as photo and video sharing, microblogging and links to social networking definitely show that the campaign was a huge success.
The challenge for marketers moving forward will be understanding how to translate the success of social media metrics into the bottom line for the organisation.