Always Debuts #LikeAGirl Sequel with Influencer Push

Expect the campaign to expand in coming days and weeks.

Later this month, we will find out whether MSLGroup wins “Product Brand Development Campaign of the Year” at the upcoming PR Week awards.

Today, the client released the next chapter in the #LikeAGirl campaign, which has been certified as “viral” after earning more than 80 million YouTube views.

Here’s the ad created by Chicago’s Leo Burnett; it will certainly clock far more than its current 3,000 view total by the end of the week.

Interestingly, the campaign to promote chapter two of #LikeAGirl (which debuted five days before International Women’s Day) seems to be building slowly.

The firm sent some research documenting the success of the initial campaign, but all we know at the moment was that Procter & Gamble’s own survey found that 76 percent of girls aged 16 to 24 will “no longer use the phrase as an insult” after watching the first ad.

The number of respondents whose thoughts on the matter were changed by the campaign remains unclear.

On the promotional front, Olympic ice hockey player and social media influencer Hilary Knight hit Sports Illustrated’s SINow and the NHL Network to discuss it:

What do we think of the campaign? One PR professional is slightly skeptical:

Well, this is advertising.