For many years, the phrase “Like a Girl” was something people would throw around without much thought. It was an easy insult, a casual and subtle jab—because doing something “like a girl” likely meant doing it worse or in most cases, doing it weaker.
It sent a message to women of all ages, whether it was running, throwing, or speaking: too weak. Sure, people had thought about it. Maybe they even felt uneasy when they heard it. But it wasn’t a conversation happening on a large scale—until one campaign started the conversation.
Always’s “Like a Girl” campaign was highly successful, but not for the reasons most campaigns are judged by. Its significant impact went beyond mundane company goals, it rewired how a phrase once used to downplay women and turned it into a statement of strength.
So, what does it really mean to do something Like a Girl?
A Conversation Bigger Than a Campaign
Always had long been a trusted brand for women, but by 2013, something was changing with how younger women saw themselves. Women, especially young girls, were becoming conscious of the negative stereotypes and pressures amplified by the internet.
At the time, there weren’t many movements (let alone marketing campaigns) focused on redefining what it meant to be a girl. It wasn’t until their Like a Girl Super Bowl commercial aired that it hit a nerve. With approximately 115 million people watching, the campaign sparked a much-needed conversation across social media, workplaces, and homes.
Suddenly, women and girls everywhere were speaking up via the brand’s iconic hashtag:
- Female athletes in male-dominated sports spoke up:
“I lift #LikeAGirl, I run #LikeAGirl”—as if to say, “Yes, I do. And?”
- Women in business and politics joined in:
“In my company, it’s often women who excel. We’re the ones giving advice to men older than us.”
- Young girls who had once doubted themselves found their voice:
“I never thought about how those words made me feel before. Now, I get to reclaim it and live #LikeAGirl”
What started as a commercial became a big catalyst for change. It was clear that the conversation had begun, and there was no turning back.
Turning a Phrase Into a Movement
The real genius of this campaign beyond its message is that it didn’t try to outright erase the infamous phrase. Instead Always gave it a whole new meaning, turning an insult into a badge of honor.
Countless marketing campaigns fade into the background without making a dent in society. What made this one different? It stood for something bigger than just selling a product. It tapped into something people already felt but hadn’t fully put into words.
And when a brand steps up to start that conversation—one that’s empowering, timely, and real—people don’t just listen, they rally behind it.
It took Always’s campaign to start the engines of conversation to something that deeply resonated with its community. By going the extra mile for their community, they gave women and girls a platform to take back the narrative, and that’s what made Like a Girl more than just a tagline.
How Jumper Local Can Help You
Always’s success came from tapping into a conversation that was already happening. It just needed the right spark to reach the world.
Right now, millions of conversations are unfolding online. Some are small, some are trending, but the ones that matter most are the ones that bring communities together.
And within those conversations, there’s a community that needs your business. But the difference between being part of the noise and leading the discussion comes down to one thing: visibility.
Unfortunately, you can’t just stumble into these spaces, you need the right digital partner to connect you with the people who need you most. And that’s Jumper Local.
We put your business exactly where it needs to be—right where your customers are looking for you. With our expertise in Google SEO, we’ll get your business to the #1 spot on Google Maps, making sure you reach your audience in a way that feels organic, relevant, and impactful.
Especially in March, when conversations about progress take center stage, we’ll help your brand be part of something bigger.
Let’s get you on top. Let’s make your message matter.
