The Impact of Femvertising : A Case Study on #LikeAGirl campaign and its impact on P&G corporation

Abstract: Date: 2022-06-01Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Enkhluun Enkhmandakh (93/02/20) Vanda Vlajkovic (94/09/16) Title: The Impact of FemvertisingSupervisor: Stylianos PapaioannouKeywords: Femvertising, CSR, equal rights, women empowerment, #LikeAGirl Research question: How has femvertising impacted corporate social responsibility? Purpose: The aim of the study is to describe and define the changes in P&G’sCSR strategy after their subsidiary’s successful #LikeAGirlfemvertising campaign. Further, explain the phenomenon of howf emvertising influenced the internal and external CSR activities of theircorporation. Method: The study was conducted through qualitative analysis on an abductiveapproach. The data has been collected based on literature reviews andtwo semi-structured interviews of one corporation that works towardscreating a global change in the world. Conclusion: The study has shown that the femvertising campaign #LikeAGirlsignificantly impacted P&G’s internal and external CSR activities.