Marketing to Women

All about the female mindset

Decision Making


Anthony Harris and Tony Quinn, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.


Phil Springall and Sotiris Migkos, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.


Lars Samuelsen, Charlotte Porsager and Matthew Gladstone, Institute of Practitioners in Advertising, Gold, Multi Market, IPA Effectiveness Awards, 2014

This case study demonstrates how ONLY, the international fashion brand from Denmark, used an interactive online film to reverse declining sales and reconnect with fashion shoppers.


Jeremy Poole, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.


Richard Storey and Katarina Tencor, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Public Health England, the national health body, addressed the anxieties surrounding cancer in order to drive people to seek help earlier in the cycle when the disease is easier to treat.


Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.


Carl Sarney, Institute of Practitioners in Advertising, Gold, Best International, IPA Effectiveness Awards, 2014

This case study demonstrates how the National Depression Initiative (NDI) in New Zealand used an online self-help tool to deliver medically significant improvements in depression sufferers and reduced costs for the Ministry of Health.


Mike Colling and Helen Weavers, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.


Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

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