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Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

Case Study

This case study shows how Microsoft, a tech company, helped US girls realise their potential in Science, Technology, Engineering and Math (STEM) careers by presenting them with inspirational role models.

Case Study

This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Case Study

This case study shows how Make Love not Scars (MLNS), an NGO dedicated to providing rehabilitation to acid attack victims, used a digital campaign to end the open sale of acid in India.

Case Study

This case study shows how the Movimiento Ayuda Cancer de Mama (MACMA), an NGO for the prevention of breast cancer, successfully engaged Argentinian women with breast self-examination by borrowing men's boobs in order to circumvent social media's tight restrictions of women's breasts depictions.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

Case Study

This case study explains how medical devices company Omron increased sales of a digital scale in Brazil with a striking print ad.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

Case Study

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Case Study

This case study describes how beauty brand L'Oréal conducted a very public content-led experiment to launch its Revitalift Laser X3 product in Australia.

Case Study

This case study describes how baby care brand Philips Avent positioned itself as an anti-colic expert in the US.

Case Study

This case study explains how Coca-Cola used a transmedia branded content platform to win back 'share of heart' with mothers in Morocco.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.