A great example of Using social data to drive insights and power creativity

James Procter

Using social data allowed them to understand the problem and the language better. It also provided an incredible insight into the media.

One example of a successful campaign using social data is the “Like a Girl” campaign by Always. The campaign aimed to challenge the negative connotations associated with the phrase “like a girl” and empower young girls to be confident in themselves.

To create the campaign, Always used social listening tools to gather data on how the phrase “like a girl” was being used online and the attitudes and perceptions associated with it. They discovered that the phrase was often used in a negative way and that young girls were losing confidence as they entered puberty.


Based on this data, Always created a series of videos and social media content that aimed to redefine what it means to do something “like a girl” and inspire girls to be confident and proud of who they are. The campaign was a huge success, generating over 85 million views on YouTube and receiving widespread media coverage.

One of the key factors in the campaign’s success was its ability to resonate with a specific audience, in this case young girls, by using data to understand their attitudes and perceptions. By using social data, Always was able to create a campaign that was not only more effective, but also more relevant to its target audience.