Marketing to Women

All about the female mindset

Decision Making


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This brief case study for Dove, the beauty brand, describes a campaign that confronted women about their self-image.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how U by Kotex, the feminine hygiene brand, built a stronger emotional connection with its consumers by educating American girls about vaginal health.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Macy's, the US department store chain, built an emotional connection with families during the holiday season by creating a character that appealed to families, to overcome sales stagnation.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Dark and Lovely, a hair care brand strongly associated with hair straightening, changed its image to gain credibility in the African-American natural hair market.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Gevalia, a Swedish coffee brand, launched new lines in the US by using a premium positioning compared to the existing mainstream brands.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Special K, a breakfast cereal brand made by Kellogg, entered the frozen handheld breakfast food category in response to a shrinking cold cereal market.


Effie Worldwide, Gold, North America Effies 2014

This case study explains how Pantene, the haircare brand owned by P&G, tackled declining sales in the US by developing targeted digital in-app ads for women, partnering with the Weather Channel and retailer Walgreens.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how PEOPLE, a celebrity-focused US magazine, reversed a decline in sales by encouraging loyal readers to purchase more frequently.

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