2. #LikeAGirl
207,000 reactions; 4,800 comments; 56,523 shares
One of the most successful Facebook ads ever created, #LikeAGirl which ranks second in our list of most popular Facebook ads was spearheaded by feminine hygiene brand Always under its mother company Procter & Gamble Co (NYSE:PG). The campaign aimed to empower girls and build their confidence, especially those entering puberty. Working with Leo Burnett, Always launched a video highlighting the different perceptions of the phrase “like a girl.”
Two groups were asked to run like a girl, throw like a girl, and more. The group with older kids already had stereotypes while the young girls showed confidence and tenacity. The video aimed to remove the insult that goes along with the term “like a girl,” transforming it into a powerful message. The campaign was a total success, with 76 million views globally and 3.4 billion global impressions.
In addition, the #LikeAGirl hashtag became a trending hashtag on Facebook during the first week it was launched. The company’s brand share grew from +1.4 points to +59, while its teen following increased to 60% from 40%. For its global impact, #LikeAGirl truly deserves a spot in the 5 most popular Facebook ads.