Marketing to Women

All about the female mindset

Decision Making


Cristina Buenaventura, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Pantene, the haircare brand, created an online film highlighting gender discrimination in the workplace to boost its brand positioning in the Philippines.


Milo Chao and Catherine Talpey, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Adidas, the sportswear brand, launched its first-ever local campaign targeting Chinese women by focussing on 'sisterhood'.


Iain White and Rujeeporn Navakul, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Oriental Princess, a Thai cosmetics brand, took a unique approach in a highly competitive and highly censored environment by communicating its limited edition Reflection range via a murder mystery.


Divya Sharma and Sumeer Mathur , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Microsoft targeted women in India to overturn a decline in household PCs sales, by explaining how PCs could benefit women.


Zaara Ahmad , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cadbury launched a new premium brand - Silk - in India to tackle a supply problem and increase its value share of the market, by targeting young people with an indulgent message that reflected their different approach to public displays.


Sonal Jhuj and Deboleena Chatterjee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Clean & Clear, a leading teen skincare brand globally, launched its fruit facewash to Indian teenage girls with the promise of giving them the energy to get up and start the day.


Kishankumar Shyamalan, Tejkaran Singh Bajaj, Simanta Mahanta, Sanchayeetha Verma, Shailja Vohra, Venkatesh Kamath, Sumit Choudhary, Vandana Krishnan, Vikesh Jain, Lakshana Kripash, Sangeetha Mahadevan and Manoj Kandaswamy, Warc Prize for Asian Strategy,

This case study describes a Tata Tea TV campaign - 'Power of 49' (PO49) - which educated women about the importance of their vote in the Indian general election of 2014.


Geoffrey Precourt, Event Reports, Canada's Customer Festival, March 2014

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.


European Association of Communications Agencies, Bronze, Euro Effies, 2014

This case study describes how Nivea, the body care brand, promoted its in-shower body lotion to women aged 30-45 in France, Germany, Italy and Turkey.

WARC RECOMMENDS


BEST PRACTICE

How to market to women

Practical tips, examples and recommended reading


ARTICLE FOCUS

Marketing to Moms

An overview from the Advertising Research Foundation


TRENDS

Women 2020

How women's expectations are changing the future


CASE STUDY

Johnson & Johnson: Blister Plasters. And Club Nights?

IMC Awards winner targets young female partiers