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MSLGROUP - Youth Marketing Campaign of the Year

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

Company: MSLGROUP, New York, NY, USA
Company Description: MSL is Publicis Groupe’s strategic communications and engagement consultancy. It is one of the world’s largest public relations and integrated communications networks and provides strategic counsel and creative thinking. It champions its clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Youth Marketing Campaign of the Year

Nomination Title: #LikeAGirl Olympics

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

2016/2017 saw the original girls’ confidence movement – Always #LikeAGirl – emboldened. Always continued its mission to stop the drop in confidence among young girls during puberty with important initiatives and significant new power. The iconic campaign not only stayed fresh with meaningful accomplishments that helped propel girls forward into confident womanhood--getting the Unicode Consortium to rethink girl emojis; fueling conversations and actions to keep girls playing sports around the Rio Olympics, but it also evolved into a vibrant part of the fabric of cultural/societal change, adding to the rise of confident voices of girls/women around the world.

The Always #LikeAGirl campaign worked within all/any restrictions in the more than 42 countries where it was activated.

With tremendous energy, Always continued to challenge stereotypes.In May 2016, after a global campaign led by Always, fueled byencouragement from Michelle Obama and Arianna Huffington, theUnicode Consortium rethought the approach to girl emojis--issuing 44 new ones representing professional/'girl power' roles, now incorporated into mobile operating systems. Next, with sports being an important driver of confidence, Always #LikeAGirl invited girls to show the world how they kept playing #LikeAGirl instead of quitting--rewriting the rules on sports participation at puberty and beyond.Timing synced perfectly with the moment when sports are celebrated on the world's biggest stage--the 2016 Rio Olympic Games. The agency was challenged to make this latest campaign the most powerful yet by building on its heritage of enormous success/engaging top influencers in sport and beyond/and giving the powerful message new life among girls around the world.

1) Brand awareness/popularity
2) Societal change/impact
3) Strategic retail partnerships/growth in sales/share.

Puberty is a challenging time for girls--physical/emotional changeslead over half to lose confidence. The point when a girl gets her firstperiod marks the lowest point of girls' confidence throughout theirteenage years. In June 2016, #LikeAGirl–'Keep Playing' launchedacross 42 markets, continuing Always’ mission to make puberty amoment that propels girls into confident womanhood. Shockingly,7/10 girls felt they didn't belong in sports, leading half to quit atpuberty. But, women are twice as likely to be confident if they playsports. So, this iteration of our campaign encouraged girls to keepplaying sports, because doing so would boost their confidence. Whosays sports aren't for girls? Always’ says girls can play any game, onany field! The Olympics served as a powerful world stage, helpingpower the girls’ confidence movement to new heights whileestablishing the campaign as a sustained cultural/societal socialmovement.

Strategy for the Always #LikeAGirl-'Keep Playing' campaign:

TARGETAUDIENCE--Always continued to target millennial women, youngergirls, and their parents.

PARTNERSHIP with the International Olympic Committee & UN Women widened the global reach of the campaign--42 markets activated during the Olympic Games.

INFLUENCERS--90 influencers including 30 Olympic athletes were leveraged globally.MEDIA--social/women's/girl/lifestyle/parenting/sports/mass media.

RESEARCH included a puberty confidence study with Research Nowfor insights to shape the campaign:

•By age 17, at the end of puberty, more than half of girls/51% quit sports.
•7/10 girls who quit sports during puberty felt they did not belong in sports.
•Only 1/3 of girls feel that society encourages girls to play sports. •Girls reported that the 3 top benefits of remaining in sports include increased confidence/62%, teamwork/64% and leadership skills/54%.

PRPLANNING--A comprehensive influencer/earned media campaignwas planned to leverage the research, the athletes, the Olympics and the online brand video.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

Brand awareness/popularity

•Video achieved>200 million views across the world, reaching >50% of women across top-5 markets.
•1,300+ earned media placements/12.6 billion media impressions globally--stories in Huffington Post,, Mashable, Yahoo!
•Social reach--1 billion+.
•99% of coverage was positive; 75%+ mentioned the video and 70%+ referenced spokesperson Alex Morgan.
•2/3 of coverage referenced our key insight--50% of girls quit sports by age 17.

OUTCOMES--Social Change/Impact
Post-campaign research--94% girls/young women agree Always #LikeAGirl has encouraged girls to be more confident.

•70% of women now understand young girls would be more confident if they were encouraged to play sports (+13% vs. pre-campaign).
•Campaign encouraged +16% more 16/17-year-olds to play sports SOCIETAL/CULTURAL CHANGE
•Always led successful effort to create 44 new emojis authentically representing 'girl power'--including girl athletes
•Most important, 76% of girls today have a positive association w/formerly insulting phrase “Like a Girl” vs. 19%