Girls gone viral
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GIRLS GONE VIRAL By Amy Cross 1
Transcript of Girls gone viral
GIRLS GONE VIRAL
By Amy Cross
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Dove Sketches, Patch Hello Flo Camp Gyno and Period Party PanteneSorry, Not Sorry Underarmour I Will What I Want Covergirl Girls Can Always Like A Girl
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Sketches
200 Million Views
Dove
I Will What I Want
6.4 Million views
Under armour
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Period party
28 Million views
Hello Flo
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Girls Can
5.6 Million views
Covergirl
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Shine Strong
46 Million views
Pantene
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Like a Girl
48 Million Views
Always
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Rated More than 3000 ads
for 450+ brands
More than 3000 ads for 450+ brands
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Current portrayals of women
aren’t so different
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151
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What’s so different? What’s the viral Sauce?
1 Woman is the lead
2 She is talking
3She is DOING
something
4She is not serving
others
5She isn’t flying
planes or hunting
6She is just being human
and female, whatever
that might mean
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431
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PassIf a man or woman is
portrayed doing
something that less than
50% of the gender
does—woman flying
plane or man doing
laundry or household
tasks.
FAIL
Grab Barring breasts in bras or bums in
jeans
VIOLENCE BODY PARTS CLOTHING NOT APPOPRIATE
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Viral Winner Procter & Gamble
CNN Money
Procter & Gamble: Women45% Board
38% of Management
8 weeks paid maternity leave
99% employees use flextime or
telecommute
Maternal and Neonatal Tetanus in
Africa 1
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52% women surveyed would
buy the product
46% follow advertiser
on social media
71% say brands should be held
responsible to create pro-woman ads
Portray Women Well and…
1,3 She knows 2 adweek
is our target
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Over 3000 ads for 450+ brands
American Apparel:Women0% Board
0% of Management
No disclosure on parental leave, policies
For women
Donations of Product to LGBT or anti-
trafficking and immigrant causes
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