English B Extended Essay (22/24 (A))

I. Introduction

Over the years, many businesses have utilized media as a cost-effective marketing tool to promote their services and products. They manage their media marketing strategies to generate further engagement and inspiration for target audiences. As more and more competitors and marketers start to cash in on media sensations, such marketing methods have been getting drastically more competitive by the day. ‘Always’ is a feminine-hygiene products’ company that sells items such as cleansing wipes and sanitary pads, created by Procter & Gamble. It is considered a prosperous social brand by successfully engaging young women through its unusual approach on social media. Accordingly, it is critical to explore the brand’s unique method that led to its significant achievement.

The question then arises, how was the marketing strategy of ‘Always’ different from its competitors? For the past 37 years, ‘Always’ has constantly attempted to promote its feminine products by providing worldwide access to puberty education and period protection to adolescent girls on its official website. However, as other companies attempted to engage customers emotionally in a similar direction, ‘Always’ had eventually lost engagement and relevance to women (CampaignUK)…