Adaptation of the Global Campaign - Always
In 2014, Always initiated a transformative phase in its mission to empower girls worldwide, ensuring they maintain their self-confidence through puberty and beyond, and triumph over social constraints. The campaign is known as #LikeAGirl and has since evolved from a simple phrase into a formidable and inspirational movement.
The campaign unfolded in two distinct stages: the first was in 2014, followed by the second stage, spanning 2015 and 2016. A pivotal moment of the campaign was the distribution of a global video conveying a key message, with the active involvement of 8 popular Instagram bloggers.
Our efforts successfully localized the campaign, infusing it with a distinct regional character. Key achievements include:
A unique video was developed under the hashtag, #asagirl, sparking a significant response across social networks.
A video interview was produced featuring local heroines.
Collaboration was started with cosmo.kz to launch a promotional site, while aggregating and publishing additional project content such as videos, useful articles, and interviews.
A photo contest was initiated on Instagram with the participation of 450 people, submitting a total of 520 photos.
Popular Instagram users were engaged to promote the contest.
572,000 views and 300 positive comments were garnered, reflecting the campaign's impact and resonance in the online community.
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