Procter & Gamble Co. (PG) aims to win by marketing 'like a girl'

P&G campaigns built on female empowerment

CINCINNATI - Girl power is in at Procter & Gamble Co.

The consumer-products giant has unleashed a torrent of social-media interactions with a series of new marketing efforts in which its brands engage consumers in conversations about female empowerment.

The latest hit is the Always “Like A Girl” campaign, in which the feminine hygiene brand hired award-winning documentary director Lauren Greenfield to explore an idea: When did doing something "like a girl" become an insult?

With 21 million You Tube views and 300,0000 Facebook shares in the week after its June 26 launch, Always' social-media campaign is approaching the rarified air of P&G’s mom-centric Olympic advertising campaigns in terms of its ability to get people to share and offer feedback. P&G says 99 percent of the feedback has been positive.

“We felt like we were onto something so powerful,” said Tonia Elrod, spokeswoman for the Always brand. “We’re all going on this journey together. Lets see how it unfolds.”

The Always campaign is the latest in a series of female-empowerment ads launched this year by multiple P&G brands, including Always, Covergirl, Pantene and Olay.

All of the campaigns fit within a broader advertising strategy articulated by Marc Pritchard, P&G’s global brand building officer, at the Cannes Lions International Festival of Creativity June 20.

“What powers each one of them is an idea people care about,” Pritchard said, “an idea that breaks out beyond a single platform and takes on a life of its own in social media, in the news media and in conversations being had on all kinds of platforms.”

Become a WCPO Insider to explore and compare how P&G is using this big idea as a unifying theme and why one expert says it's bound to work.


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