{"id":627,"date":"2014-07-02T01:49:15","date_gmt":"2014-07-02T01:49:15","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=627"},"modified":"2016-11-16T03:34:54","modified_gmt":"2016-11-16T03:34:54","slug":"always-brand-like-a-girl","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/always-brand-like-a-girl\/","title":{"rendered":"Always Brand Like a Girl"},"content":{"rendered":"<p>After 6 days, Always\u2019\u00a0online branding campaign \u2013 #ThinkLikeAGirl \u2013 has more than 17,000,000 views. That\u2019s impressive, especially for a product that historically lacks much PR value and has been limited, more or less, to bright and airy commercials of smiling women accompanied by illustrations of the product\u2019s efficiency.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/XjJQBjWYDTs\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>But Always wasn\u2019t the first company to shake things up. In 2009, Kotex launched\u00a0a subrand called U, which featured brightly-colored packaging designs that targeted, like Always\u2019 current campaign, younger and future consumers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-630\" src=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Kotex-U.jpg\" alt=\"kotex-u\" width=\"550\" height=\"364\" srcset=\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Kotex-U.jpg 550w, https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Kotex-U-300x199.jpg 300w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" \/><br \/>\nKotex U Packaging Design<\/p>\n<p>While the move earned Kotex a healthy amount of attention, it certainly didn\u2019t create the sensation that Always has.<\/p>\n<p>The difference between the two is that Kotex didn\u2019t reach consumers on an emotional level \u2013 only an aesthetic one \u2013 and aesthetic allegiances can change day by day, whereas an affinity toward a sense of empowerment \u2013 like the one created by Always \u2013 is likely to last in some shape or form forever.<\/p>\n<p>Just before Always\u2019 launched it online campaign, HelloFlo released one of their own.\u00a0This branding campaign has also gone viral, earning HelloFlo almost 24,000,000 views since it was launched 2 weeks ago.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/NEcZmT0fiNM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>While this ad\u2019s\u00a0view count is presently higher than Always\u2019 (keep in mind that it\u2019s been out longer than Always\u2019 video), I would argue that its impact will be shorter lived, since, like Kotex\u2019s U, it thrives based on virtues of entertainment rather than emotive messaging. (This hunch is evidenced by the major media attention #LikeAGirl has received, including stories from\u00a0FOX, ABC, FastCompany, Adage, InStyle, Time, and others\u2026)<\/p>\n<p>The moral of the Always #LikeAGirl story is that businesses shouldn\u2019t try to sell products, they should sell a story \u2013 a set of values that their consumers can believe in and be inspired by.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After 6 days, Always\u2019\u00a0online branding campaign \u2013 #ThinkLikeAGirl \u2013 has more than 17,000,000 views. That\u2019s impressive, especially for a product that historically lacks much PR value and has been limited,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":629,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40,38,36],"tags":[],"class_list":["post-627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marketing","category-package-design"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl.jpg",594,340,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl-300x172.jpg",300,172,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl.jpg",594,340,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl.jpg",594,340,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl.jpg",594,340,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/Always-LikeAGirl.jpg",594,340,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":211,"uagb_excerpt":"After 6 days, Always\u2019\u00a0online branding campaign \u2013 #ThinkLikeAGirl \u2013 has more than 17,000,000 views. That\u2019s impressive, especially for a product that historically lacks much PR value and has been limited,...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/627","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=627"}],"version-history":[{"count":3,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/627\/revisions"}],"predecessor-version":[{"id":637,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/627\/revisions\/637"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/629"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=627"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=627"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}