Marketing to Women

All about the female mindset

Decision Making


Claire Coady, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Unilever created 'All Things Hair', a YouTube channel for the UK and Canada, in an innovative always-on partnership between Unilever haircare brands, Google and beauty video bloggers.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how the Turkish hair care brand, Elidor, connected with its 20-something female audience, encouraging them to spend more time with its Pink range.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how US drugstore chain Walgreens boosted share of voice and enrolment in its new Balance Rewards consumer loyalty programme by connecting with individuals via their fitness devices and applications.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how South African parboiled rice brand, Tastic, harnessed mobile communications and social media to build brand awareness and grow its database for future communications.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how Unilever's beauty brand Dove used the power of the selfie in Vietnam to reassert its dominant position and grow market share in a mature and cluttered category.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how skincare brand Neutrogena promoted its new sunscreen line in the US, Neutrogena Beach Defense, by using an advanced mobile campaign to target its audience at appropriate times.


Sonal Jhuj and Deboleena Chatterjee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Clean & Clear, a leading teen skincare brand globally, launched its fruit facewash to Indian teenage girls with the promise of giving them the energy to get up and start the day.


Kishankumar Shyamalan, Tejkaran Singh Bajaj, Simanta Mahanta, Sanchayeetha Verma, Shailja Vohra, Venkatesh Kamath, Sumit Choudhary, Vandana Krishnan, Vikesh Jain, Lakshana Kripash, Sangeetha Mahadevan and Manoj Kandaswamy, Warc Prize for Asian Strategy,

This case study describes a Tata Tea TV campaign - 'Power of 49' (PO49) - which educated women about the importance of their vote in the Indian general election of 2014.


Divya Sharma and Sumeer Mathur , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Microsoft targeted women in India to overturn a decline in household PCs sales, by explaining how PCs could benefit women.

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