Starcom wins at Adweek Media Plan of the Year Awards for P&G’s “Like a Girl”

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The best creative work loses all its power if it isn’t seen or experienced in the right setting or context. That’s why Adweek honors the media plan, arguably the most important part of the marketing process.

For more than 20 years, Adweek has run the Media Plan of the Year competition (though for many of its first years it ran in former sibling publication Mediaweek), which celebrates the best executions and communications plans created by media departments big and small for their clients.

Equipped with the insight that a girl’s confidence plummets during puberty, hits a low after her first period and sometimes never bounces back, P&G’s Always, working with media agency Starcom Worldwide, created a campaign to inspire. It aimed to take the phrase “like a girl” and turn it into a symbol of power for young women.

SMG targeted its key audience—millennials—on mobile, where its members constantly consume and share content. Cristina Torres, SMG’s vp, communications planning director, says the agency designed the campaign to be sharable across social channels, and to “live seamlessly in the video environment.” To date, the video has racked up 90 million views and counting, with 65 percent coming from social sharing in the first week.

The overall push sparked a worldwide movement, changing how 59 percent of men and 76 percent of women ages 16-24 perceive the phrase “like a girl,” and for the Always brand, it initially increased purchase intent by 92 percent. It also cleaned up at the awards shows, including two gold, three silvers and a bronze Clio for sister agency Leo Burnett. —Katie Richards