Marketing to Women

All about the female mindset

Decision Making


Peta Morton, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Best&Less, a clothing retailer, overcame negative consumer perceptions using an unbranded pop-up shop in Australia.


MRS Awards, Finalist, December 2014

This article explains how AgNovos, a medical devices company, used segmentation and targeting to engage with the patients.


Tahaab Rais, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how smartphone brand Sony Xperia created a James-Bond style phone-based experiential game to drive interest and sales in its new phone model in Dubai.


Sailesh Wadhwa, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how deodorant brand Rexona for Women built brand engagement in Malaysia and increased deodorant usage by encouraging women to run in support of shelter homes for underprivileged children.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Brazilian fashion brand Marisa created a wi-fi-enabled jacket to advertise their autumn-winter collection and regain lost sales and market share.


Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.


Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report focuses on efforts by Macy's, the department-store chain, to reflect the changing face – and shape – of female consumers in America.


Barbara J. Phillips, Jessica Miller and Edward F. McQuarrie, International Journal of Advertising, Vol. 33, No. 4, 2014
Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers. We approach Pinterest as a web-enabled form of scrapbooking and collage, where novel forms of indirect persuasion take place.

Dianne Gardiner, ESOMAR, Qualitative, November 2014

This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.

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