As I was looking for some creative inspriation and case study to share with our participants this June, I stumbled upon some campaigns featured on AdWeek, and I thought I should share them here on the blog.
The first campaign below by P&G got me thinking on the execution to evoke a thoughtful part in all of us. The second campaign inspired me on how I can encourage participants who join in our workshops to share and involve their audience and followers on social media.
Like A Girl
Procter & Gamble
Leo Burnett Toronto, Chicago, London/Holler
Award category: Craft (blue winner)
(Found the video on YouTube, and it was uploaded by "Always")
With the hashtag #LikeAGirl, the Always feminine-hygiene brand confronted gender norms by asking people to change their perception of what it means to "act like a girl." The videos spread all over social media, showing young kids giving positive representations of how to run, throw and punch like a girl.
Goals: Drive an emotional connection to Always, build awareness and boost purchase intent.
Results: Emotional connection rose from 38 percent to 41 percent. Ad recall from people who saw the ads was 47 percent, and brand linkage was 59 percent. It was the most watched video in Procter & Gamble history with 76 million views globally. Top-of-mind awareness from the campaign's target audience rose 9 percentage points to 58 percent. Earned impressions hit 250 million. Purchase intent among teens rose from 40 percent to 60 percent.
#KISSaLOT—The World Under the Mistletoe
LOT Polish Airlines
DDB and Tribal Warszawa
Award Category: Media Strategy (gold)
This overseas airline put mistletoe on its planes and encouraged people on the ground all over the world to track the flights and kiss when they were overhead. Facebook ads were targeted at people in different cities when planes were en route.
Goals: Awareness, drive traffic.
Results: Campaign credited with contributing more than $300,000 worth of free media thanks to the attention from blogs, and likes and shares on Facebook.
View the videos on Adweek