#LikeAGirl, Always. Social media campaigns I wish I'd done seminar, 25 June 2015

Social media campaigns I wish I’d done

Elena Plaiter

@eplaiter

Elena Plaiter @eplaiter

Elena Plaiter @eplaiter

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

YouTube channel

• #likeagirl takeover

• Over 50,000 subscribers

Elena Plaiter @eplaiter

Website

• #likeagirl takeover

• Strong call to action

Elena Plaiter @eplaiter

Social media

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

Thank you

Elena Plaiter @eplaiter

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Seminar

25 June 2015

London

#commscampaigns

Social media

campaigns I wish

I’d done

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