P&G’s #LikeAGirl is the winner of “social media buzz” among 2015 Super Bowl ads with over 400,000 mentions, 84% of them positive. With a hashtagged title and a trending topic (how young girls’ self esteems plummet at puberty because of common gender bias), the ad seemed destined for the top spot. However, L2’s Digital IQ Index: Personal Care shows the Always ad was not just a Super Bowl home run, but a viral hit for the past six months.

Views shot up to 47 million almost overnight after it was uploaded in June 2014, boosted by promoted Twitter ads.

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Use of the #LikeAGirl hashtag on Instagram rose steadily throughout August.

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Success of #LikeAGirl on Super Bowl day suggests true viral hits can have a long tail.

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