Girls gone viral

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Information about Girls gone viral

Published on October 23, 2014

Author: vitaminw



Delivered at the Wharton Future of Advertising Global Advisory Board Annual Meeting Oct 23, 2014. This presentation looks at advertising that has succeeded with women--and the current state

1. GIRLS GONE VIRAL By Amy Cross 1

2. Dove Sketches, Patch Hello Flo Camp Gyno and Period Party Pantene Sorry, Not Sorry Underarmour I Will What I Want Covergirl Girls Can Always Like A Girl 2 2

3. Sketches 200 Million Views 3 3 Dove

4. I Will What I Want 6.4 Million views Underarmour 5

5. Period party 28 Million views Hello Flo 4

6. Girls Can 5.6 Million views Covergirl 5

7. Shine Strong 46 Million views Pantene 7

8. Like a Girl 48 Million Views Always 6

9. Rated More than 3000 ads for 450+ brands 9 9

10. More than 3000 ads for 450+ brands

11. 10 1 1 Current portrayals of women aren’t so different

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13. 12

14. 13

15. 14

16. 15 1 6 What’s so different? What’s the viral Sauce? 1 Woman is the lead 2 She is talking 3 She is DOING something 4 She is not serving others 5 She isn’t flying planes or hunting 6 She is just being human and female, whatever that might mean

17. Viral Winner Proctor & Gamble 16

18. Portray Women Well and… 52% women surveyed would buy the product* 46% follow advertiser on social media* 16 She knows and adweek

19. is our target

20. 18 Over 3000 ads for 450+ brands

21. 19 2 1 contact 416 540 9199

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