#likeagirl, always. social media campaigns i wish i'd done seminar, 25 june 2015
TRANSCRIPT
Original video (26/6/14)
•58, 057, 390 YouTube views
•195, 525 YouTube likes
•104, 721 shares
•7,862 subscriptions driven
•Avg. view duration: 1:59 (60%)
Elena Plaiter @eplaiter
Website
• #likeagirl takeover
• Strong call to action
Elena Plaiter @eplaiter
Follow on videos
Superbowl Video (29/1/15)
• 2560, 335 YouTube views
• Avg. view duration: 0:54 (90%)
Int’l Women’s Day video (3/3/15)
• 529, 450 YouTube views. Over 1.6m Facebook views
• 7, 258 #likeagirl mentions on IWD
• Over 1,000 mentioned Always
• 20% of mentions = positive
Elena Plaiter @eplaiter
What did #Likeagirl achieve?
1. Started conversation and debate
2. Shifted public perceptions
3. Built brand awareness through story telling (not advertising)
76% 16-24yo women no longer saw "like a girl" as an insult
2/3 men would think twice before using the phrase as an insult
Elena Plaiter @eplaiter
Lessons
1. Be inclusive
2. Be audience-centric
3. Be a storyteller
4. Co-market
5. Start a movement
Elena Plaiter @eplaiter
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