Always rallies influencers

P&G's Always inspired a self-esteem movement with the 2014 "#LikeAGirl" campaign. MSLGroup was tasked to enlist media and influencers to help make it viral.

The agency targeted leading women's lifestyle publications and news organizations and partnered with prominent Canadian women and girls' advocates to share the #LikeAGirl message — from powerful NGOs to social influencers with engaged teen and female audiences. It invited Canadian personalities, celebrities, parenting experts and athletes to support and share what they proudly do #LikeAGirl.

The campaign surpassed its goals and contributed to a significant shift in the conversation. It was supported and endorsed by influencers and celebrities (YouTube star Lilly Singh called it "The best thing to happen. Ever." on Twitter). As a result, it generated more than 105 million earned media impressions, as well as 35 million earned social impressions in Canada.

The campaign triggered 50-plus stories, including coverage in Huffington Post, Elle Canada, Fashion, Glow, Toronto Star, Canoe, TVA, Chatelaine, CBC, TSN, Yahoo and MSN. Also, more than 40 social influencers posted about #LikeAGirl with a call-to-action to watch the video.