Parents & families

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Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using Facebook Live to break e-commerce records.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Lysol: Teddy Repair

Case Study • SABRE Awards, Winner, Global, 2020

Lysol, a brand of cleaning and disinfecting products, promoted its laundry sanitizer in the US by creating a teddy bear repair centre that fixed damaged teddy bears while highlighting to parents the number of bacteria they hold.

Harpic: Banega Swasth India, from Swachh to Swasth

Case Study • SABRE Awards, Winner, Global, 2020

Dettol, a brand of cleaning supplies and disinfectant, increased school attendance among children in India by launching a hygiene curriculum that teaches them healthy habits from a young age.

Pan American Energy: Scientific Vocations

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Pan American Energy, a multi-source energy company, launched a program to encourage young people to take up scientific vocations in Argentina through specially-created activities and content.

#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, an electronics brand, connected with an Australian audience that was tired of 'authentic' influencer posts through a comedic music video and a mocking sponsored post.

Sudocrem: From Sudocrem to super-crem

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

How Aldi re-energised an existing advertising concept to re-ignite growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

Tang: Tang Gets It Done

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Shortlisted, 2020

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Shortlisted, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

What we know about marketing to parents and families

Article • WARC Best Practice, September 2020

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Target’s in-house agency topples traditional marketing precepts to embrace wider audiences

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020

Target, the retailer, has built an in-house creative shop that is able to take a holistic approach to building its brand strategy.

Vixal: Stop the Germs Party

Case Study • Cleef Chong, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

Sentosa: The renaissance of Sentosa Island

Case Study • Zoe Chen, WARC Prize for Asian Strategy, Entrant, 2020

Singapore resort destination Sentosa island launched a rebrand via multiple channels to reverse a decline in local visitor numbers.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, WARC Prize for Asian Strategy, Entrant, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Wall's: Not To Be Served Cold

Case Study • Ha Tran, Nga Le Ngoc, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Wall's, the market leader in Vietnam's ice cream category, faced stiff competition from local players and wanted to redress the balance and strengthen its position.

Lifebuoy: A Mission To Cut Sick Days by Half

Case Study • Ha Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Lifebuoy, the leading hygiene soap brand in Vietnam, boosted brand love and antibacterial soap sales with a health-awareness campaign aimed at teaching children and their parents the importance of good hygiene.

Rinso: Let's Be Plastic Responsible

Case Study • Cleef Chong, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Rinso, the laundry detergent, ignited an apathetic population to be more plastic responsible in Indonesia.

Crocs: Find your fun

Case Study • Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Crocs, a casual shoe brand, used its signature design to reinvent itself as a fun brand, and reignite consumer love.
Nike Inc (Apparel)

Article • Euromonitor Company Profiles, June 2019, pp. 0-0

This Company Profile from Euromonitor provides key details and analysis of Nike Inc.
What’s working in clothing and apparel

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the clothing and apparel industry.
Digital brand building: What fashion brands must know

Article • Low Lai Chow , WARC Exclusive, April, 2018

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.
**REMOVED AS PART OF A EUROMONITOR CLEAROUT, DO NOT REPUBLISH** adidas Group (Clothing & accessories)

Article • Euromonitor Company Profiles, January 2019

Provides key details and analysis of Adidas AG in the clothing and accessories market.
Womenswear in Western Europe

Article • Euromonitor Strategy Briefings, June 2019, pp. 0-0

A regional overview of womenswear in Western Europe, with an analysis of key companies and brands and forecast projections for the future of the category.