During the 2015 Super Bowl, Always debuted a 60-second spot highlighting their “Like A Girl” campaign. Originally the pregame/teaser style campaign began the previous summer, but picked up steam after the Super Bowl appearance. P&G’s Always created a campaign that focused on empowering messages toward women, challenging the historic advertisement practice of the “ideal woman” image. By doing so, Always was able to create a successful campaign that resonated with their target audience, women. After analyzing consumer research, Global Always vice president, Fama Francisco, noticed that girls experience a significant drop in self-esteem and confidence when they hit puberty. Thus, in an attempt to empower women, the “Like A Girl” campaign was born. The campaign brought great social value to its audience and aligned with Always’ goals perfectly. Calling themselves a woman’s biggest cheerleader, Always said this of the campaign, “For the past 30 years, Always has been empowering girls globally, bringing puberty education to millions of adolescent girls and is on a mission to teach confidence to millions more.” From the campaign, the hashtag #likeagirl was born, as well as confidence summits and school partnerships. The original “Like A Girl” campaign was owned media, the Super Bowl spot was paid media, the hashtag usage across social media is earned media, and the partnerships could be paid, earned, and owned media.