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MSLGROUP - Consumer Products Campaign


Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: MSLGROUP, New York, NY
Company Description: MSLGROUP is Publicis Groupe’s strategic communications & engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, public affairs to reputation management & crisis communications to experiential marketing/events. The group offers strategic planning & counsel, insight-guided thinking and big, compelling ideas - followed by thorough execution.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: Like A Girl Emojis

Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

At puberty, girls’ confidence plummets, in part because society limits girls to stereotypes. These subtle limits are even found on phones.

Girls send over a billion emojis every day, but do emojis represent them? In a recorded social experiment with real girls, Always learned that the answer is overwhelmingly “no”.

The Always #LikeAGirl Girl Emojis campaign rallied girls around the world through an online film, social media, earned media and influencer efforts to request the Unicode Consortium — the gatekeepers of emojis — to consider new girl emojis that reflect a broader array of the amazing things girls can do using #LikeAGirl. Always encouraged girls to share their incredible ideas – from a girl wrestler and a chemist, to a detective and a drummer –then collected them in real time to share with the Consortium. Our powerful campaign was about challenging stereotypes and creating change, building on the Unstoppable movement started in Summer 2015.

In the end, the idea is bigger than emojis. It’s about sparking an important conversation, listening to girls and keeping them confident by creating change.

In May, the Unicode Consortium approved 13 new emojis to better represent/empower girls. Many of those proposed were similar to those developed in response to the Always campaign and are currently incorporated into the latest mobile operating systems.

Link to video: Password: 1230emojis

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-91% positive sentiment across social channels.
-1.5 billion earned media impressions with coverage in nearly every targeted publication, and notable placements in Mashable,, Huffington Post, Refinery29 and
-50 million social impressions from #LikeAGirl influencers, including 8 million Twitter impressions and 30 million on Instagram.
-30 million video views and thousands of girls all over the world demanding change.
-Attention from top-tier celebrity and cultural influencers, including organic tweets from actor/activist Emma Watson, media mogul Arianna Huffington, and even one of the most influential women in the world, First Lady Michelle Obama and an invitation to ring the bell at the New York Stock Exchange.