Brands taking hold of an initiative like self-esteem, body shape or empowering the inner athlete in women seem like noble ideas. It’s a chance to redraw the landscape around stereotypes and help the unspoken have a voice. In today’s world, these initiatives thrive in social media and begin with a hashtag. Take #LikeAGirl for example. The campaign is run by the feminine hygiene brand Always and, in their words, “We’re kicking off an epic battle to make sure that girls everywhe

I’ve been preparing to give a lecture on campaign effectiveness in digital marketing and, upon reflection, this measurement isn’t so clear cut. It’s a difficult concept to apply a “one-size fits all” solution to. And you think it should be easy as the benefit of digital marketing is the fact that so many actions are measurable through data, lots of data. The issue is that the types of businesses using digital marketing vary so widely and their goals differ greatly. Plus, they