March 14, 2017
Customer relationships in 2017 are more personal than ever. While brands could get away with a lazy approach based on product advertising in the past, companies today have to learn to become part of the culture with which their audience identifies.
In 2014, Procter & Gamble, a client of ours, created an advertising campaign that became a national sensation for its provocative and wholesome message. The “Like a Girl” campaign took ownership of a phrase popularized by elementary school bullies and turned it into something powerful. While commonly used to imply weakness, doing something “like a girl” in this campaign meant doing it with enthusiasm and energy.
That message resonated deeply with an increasingly progressive national audience, transforming P&G’s brand image from a creator of products to a champion of ideals.
Read the full article, written by Cecy Shveid and Cody Hudson, RAPP Dallas, here.