Marketing to Women

All about the female mindset

Decision Making


Sumant Bhattacharya, Warc Exclusive, July 2014

This article explains how family structures in India moved from extended to nuclear families, and how the nuclear family is now giving way to more complex structures.


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 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.


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.


Effie Worldwide, Gold, North America Effies 2014

This case study describes how Cole Haan, a shoe retailer, used an innovative, night-time out-of-home campaign during New York Fashion Week to target fashion conscious consumers aged 24-45 and reposition its brand.


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, 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.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Hanes, an American underwear brand, changed the perceptions held by millennial women that the brand was outdated and unfashionable.

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