• Always #LikeAGirl.

Feminine care brand

Always wanted to target the next
generation of consumers.
The feminine hygiene company Always is running a campaign
add in which they use the phrase “like a girl” and turn it into a
hashtag to promote more than their product. The #LikeAGirl
campaign encourages cultural change to make the phrase
“like a girl” to mean something positive rather than negative.
The campaign also aims to motivate young women and girls
to be con dent after they hit puberty when their con dence
typically drops. The Always campaign accomplishes this goal
through the use of branding, challenging text statements,
startling statistics and research ndings on young women’s
con dence, and critiquing the common place of the phrase
“like a girl.”

This campaign e ectively reaches their audience by tapping

into what is relevant and popular to young women and girls
such as language and social media.

• Southwest Airlines Transfarency.

Southwest Airlines rolling out a new ad campaign that
focuses on its low-fare credo and its lack of bag fees, change
fees or hidden fees for passengers.

The campaign serves multiple purposes in reaching

consumers with an emotional message while also aunting a
new addition to its eet and hitting the brand's
"Transfarency" campaign message. The wide-ranging
content in the campaign uses an emotional appeal to reach
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 travelers, aiming to position the no-frills airline as a customer-
focused brand in the minds of consumers.

Southwest is checking o the authenticity box in its latest

move by tapping into that emotional appeal with bite-sized,
shareable content that's focused on the customer and how
the airline sees itself playing a role in major life moments.

• Domino's AnyWare.

Domino’s media throughout this campaign was heavily

focused on targeting TV viewers. They used mass scale
pulsing of television to establish heavy weekly reach and
frequency levels across all target audiences. Each ad that
dominos delivers drives consumers to order via there
di erent sites whether that be Dominos.com, or to learn more
about their campaigns. They have created and used micro
sites to make a point for their campaign, and to drive
awareness of digital ordering. They then further promoted
these experiences, and brand messages, across a variety of
owned-media channels, including mail and social.

• “The Martian” Movie Prologue

The Martian is a beautifully structured novel (and a terri c

movie), and it draws readers right into the story on the rst
page. Promoting the lm to an audience with an a nity for
space, Fox collaborated with the organizers of World Space
Week.

To get women interested; there were female screening

programs which brought in women in the eld of science who
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 are well known. Chastain’s consultant, astronaut Tracy
Dyson, notably attended the Toronto premiere.

On TV in the UK and Spain, Fox employed disruptive

broadcast stunts whereby there were a series of 10-second
messages from Watney/Damon which interrupted
programming. The idea was to capture viewers’ attention for
a longer spot that aired in the same shows. The second
trailer for the lm was launched in conjunction with an event
out of the Jet Propulsion Laboratory in Pasadena.

Moreover, The marketers ensured that the science shown in

the lm was understood, appreciated and promoted through
their marketing campaign. They also ensured that di erent
mediums were used to market the lm. This enabled di erent
audiences to be aware of the lm.
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