Rider University Sticky Social Media Discussion

1) Provide two paragraphs and describe the campaign of Always: #LikeAGirl. Specifically focus on what makes the campaign “sticky” (Sticky: This is content that is developed in order to gain the users’ attention and increase the possibility that he or she will share the content with others) by discussing the following four features: Storytelling, Social Currency, Influencers, Shareability.

Always and #LikeAGirl

Always has a way of sending its message across loud and clear. And with #LikeAGirl they decided to do just that, while also empowering young girls around the world.

Done in 2014, Always started a hashtag campaign #LikeAGirl promoting the fact that women and girls should not be influenced by society’s expectations. Started with a video on YouTube, the campaign told the story of young girls who were breaking the mold of what is “girl”-ish and what is not. The video initially starts with people who are expressing the common expectations of what is to “throw like a girl,” “run like a girl,” and so on. Then the video goes in to show what real young girls think of these phrases and that “like a girl” shouldn’t be a phrase used to symbolise weakness, but instead strength.


The campaign was highly successful and while it is difficult to see this ad for the empowering message it is through the lense of our 2018 politically segregated and divided society, it definitely shows that our core we should all be #LikeAGirl – treating everyone equally and doing our best to succeed.

Check it out here: https://www.youtube.com/watch?v=XjJQBjWYDTs

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