Marketing to Women

All about the female mindset

Decision Making


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Procter & Gamble revived hair care brand Pantene's ailing fortunes in the Philippines.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how credit card Visa in Colombia grew its online shopping audience.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US Turner Network Television generated interest in the third season premiere of Dallas.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Australian charity, Cancer Council NSW, executed a breast cancer campaign with no budget or government funding.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Spanish football magazine Libero created a new market for a quarterly about the game in the context of a lifestyle environment.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how greeting card company American Greetings drove traffic to its Cardstore.


Case Study

Lidl: Dill
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how German discount store Lidl improved brand consideration in Sweden where it was perceived as low quality because of its low prices.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how CELEM, the European Women's Lobby, fought to reverse a very restrictive abortion law introduced in Spain.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration.

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