Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!
Client: Procter & Gamble
Agency: Leo Burnett Chicago
Put SAM in Your Pants
Over 52 million women leak a little, but most of them overlook a category thats specifically tailored for their needs and instead purchase period pads. Somehow Poise had to get them to understand that a pad is not just a pad, landing what makes Poise pads uniquely designed to absorb urine: Super Absorbent Material. So how did they get women to engage with a technical product difference in a category thats avoided at all costs? They sexed up the incontinence category via a male acronym: SAM.
Agency: Ogilvy & Mather
Dove Real Beauty Sketches - Winning back Dove Love
Only 4% of women believe they are beautiful. How could Dove inspire to the other 96% to think differently? We discovered the barrier to her feeling beautiful had fundamentally changed, and launched Dove Real Beauty Sketches: a social experiment that introduced women to her inner critic, proving they were more beautiful than they thought. It won back Dove Love by lifting womens esteem; it returned Dove to culture, drove a significant ROI - in under 5 months, with a spend of less than $1M.
Agency: Ogilvy Brasil