Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Author: morganlundquist

Victoria’s Secret Perfect Body Campaign

By Morgan Lundquist

A woman’s self confidence is something that can be damaged very easily. It is something that plummets after puberty and is extremely hard to raise once it is brought down. A very popular women’s brand in 2014 launched a campaign that suggested there was only one type of “The Perfect Body” and the controversy sparked from the beginning. According to Huffington Post, Victoria’s Secret released a campaign that featured 10 of their models with the words “The Perfect Body” written over top of them. The purpose of this ad was to show that there were different types of items in the brand with each model wearing a different type of their bras and panties. However, many people did not look at the picture this way at all.

Image Courtesy of Adweek

Image Courtesy of Adweek

This created an uproar all around the world, with an individual even starting an online petition that ended up receiving over 30,000 signatures to change the campaign, according to ABC News. Women and critics began saying that it was very offensive to women of all different body types, especially ones that did not resemble the models in the pictures.

This came as a shock to Victoria’s Secret, who quickly pulled the plug on the old campaign and released a new one using the same picture that had the slogan “A Body For Every Body” instead, Business Insider reports. This was necessary for the company to do if they wanted to keep their loyal brand followers and people who purchased things from their stores because body image and a woman’s self confidence is something companies are trying to promote right now rather then bring it down.

Image Courtesy of ABC News

Image Courtesy of ABC News

Time magazine stated that the way the campaign was conducted was very irresponsible and the marketing of the products was done without thinking of other women in the process. Though I am sure Victoria’s Secret did not believe it would cause this much controversy, this helped Dove’s Real Beauty campaign take off and show that they are promoting negatively with a “perfect body” rather then real beauty.

This campaign was a very big social fail in my eyes because it is confirming everything women resent the media for in the biggest way possible. The media shines women in a light that you have to be one size and be stick skinny to be considered “perfect” and this is why girls starve themselves or even continually hurt their bodies to the point where they die. By changing their slogan, it painted a whole new picture for the brand because it showed that their bras and underwear are for every body size, rather then just one. According to Adweek, women even began a trending hashtag, #iamperfect, to show that they are happy with their body and everyone is perfect in their own way.

I would significantly change this campaign by never using the word “perfect” in the first place because it is such a double-sided word; who are they to state what is perfect and what’s not. I would also use different body types in the picture, every woman in the picture is the stereotypical model that you would expect to be in a Victoria’s Secret ad, however I believe if they implemented some different body types it would get a lot more positive feedback then using women with all of the same figure. All in all, being a woman in college and seeing the pressure that women put on themselves to be perfect and being an avid Victoria’s Secret customer, it disappointed me greatly to see that they would promote something so hard to achieve.

Sources:

Stampler, L. (2014, October 31). Thousands of People Want Victoria’s Secret to Apologize for ‘Perfect Body’ Ad. Retrieved February 11, 2016, from http://time.com/3551892/victorias-secret-perfect-body-ad-backlash-petition/

Bahadur, N. (2014, November 6). Victoria’s Secret ‘Perfect Body’ Campaign Changes Slogan After Backlash. Retrieved February 11, 2016, from http://www.huffingtonpost.com/2014/11/06/victorias-secret-perfect-body-campaign_n_6115728.html

Peterson, H. (2014, November 6). Victoria’s Secret Ditches ‘Perfect Body’ Campaign After Outrage. Retrieved February 11, 2016, from http://www.businessinsider.com/victorias-secret-perfect-body-campaign-2014-11

Brown, G. S. (2014, November 6). Victoria’s Secret Changes Controversial ‘Perfect Body’ Slogan. Retrieved February 11, 2016, from http://abcnews.go.com/Lifestyle/victorias-secret-controversial-perfect-body-slogan/story?id=26735138

Ciambriello, R. (2014, October 30). Real Beauty? Nah, Victoria’s Secret Would Rather Celebrate the ‘Perfect Body’ Retrieved February 15, 2016, from http://www.adweek.com/adfreak/real-beauty-nah-victorias-secret-would-rather-celebrate-perfect-body-161114

Always #LikeaGirl Campaign

By Morgan Lundquist

In 2014, a 60 second commercial was debuted during the Super Bowl presented by the feminine care products, Always brand. It touched many people and started a very big revolution with the hashtag, #likeagirl, and it immediately started trending on twitter. This campaign was launched to help women and girls everyway to keep their confidence even after puberty hits, be proud of who you are.

Always did a fantastic job choosing a variety of women from many different races, ethnicity’s and ages to be able to portray each type of woman there is. This commercial also showed that this stereo type is something we have learned from just growing up, rather than something you are born with.

The campaign begun when a woman named Lauren Greenfield found a statistic that “72% of girls feel that society limits them, especially during puberty” (Always). This made Greenfield curious on what everyday women, men, girls and boys thought about what the phrase ‘Like a Girl’ means. The overwhelming, not prepared responses helped build the campaign into what it is because of how heartfelt and raw each answer was. Ultimately the campaign got many people talking and realizing how something so little, could become so large on social media and start a movement.

Women are still tweeting a year later, about how confident and how happy they are to run, throw, play sports and just wake up ‘Like a Girl’. I strongly believe this campaign was a social win because even so long after the campaign debuted, people are still talking about it. Time magazine did an article comparing this campaign to things such as Doves’ Real Beauty campaign, empowering woman to see herself as beautiful and have confidence in who they are.

Contributing to considering this campaign a social win, in an Ad Week article, Always is now partnering with TED talks to spread confidence and think of ways to come up with an educational platform on how to impact men and women everywhere to stay confident in who they are. One thing I would to do improve the campaign is promote more what boys think “Like a Girl” means to them. In the campaign, there are only two men involved and by showing more of a boys prospective it would help resonate with a much broader audience.

Like Huffington Post states, airing a commercial about feminine products during the Super Bowl was a very gusty and groundbreaking event. With such a male dominated event being aired, its extremely cool to be able to say that so many people were impacted by a company that sells feminine products and markets normally towards women. Ultimately, I believe this campaign did so well because it was so unique and can resonate with many people. It’s very special to be able to say something like this was ever created because self-confidence and being proud of whom you are is something many women and girls struggle with on a daily basis after going through puberty. All in all, this campaign definitely touched my heart when I first saw it and I can’t wait to see how it continues to grow and where it goes.

References:

OUR EPIC BATTLE #LIKEAGIRL. (2016). Retrieved February 8, 2016, from http://always.com/en-us/about-us/our-epic-battle-like-a-girl

Beltrone, G. (2015, July 8). Ad of the Day: Girls Are Unstoppable in Next Phase of Always ‘Like a Girl’ Campaign. Retrieved February 8, 2016, from http://www.adweek.com/news/advertising-branding/ad-day-girls-are-unstoppable-next-phase-always-girl-campaign-165784

Goldberg, H. (2014, June 26). This Ad Completely Redefines the Phrase “Like a Girl”. Retrieved February 8, 2016, from http://time.com/2927761/likeagirl-always-female-empowerment/

Berman, J. (2015, February 2). Why That ‘Like A Girl’ Super Bowl Ad Was So Groundbreaking. Retrieved February 8, 2016, from http://www.huffingtonpost.com/2015/02/02/always-super-bowl-ad_n_6598328.html

Kahn, M. (2014, July 1). Always Redefines What It Means to Run ‘Like a Girl’ Retrieved February 8, 2016, from http://abcnews.go.com/Lifestyle/redefines-means-run-girl/story?id=24377039