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Marketing to children

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Article

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.

Case Study

This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

Case Study

This case study looks at how LEGOLAND Florida, a theme park, overcame the challenge of being in an inconvenient location by making the drive seem insignificant to choosing the resort as a vacation destination.

News

CANNES: Giving Barbie a video blog on YouTube has paid major dividends for Mattel, the iconic doll’s parent company, in terms of both consumer connectivity and sales growth.

Case Study

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

Case Study

This case study shows how Headspace National Youth Mental Health Foundation introduced the campaign 'Reword' to prevent online bullying among young people in Australia.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

News

LONDON: UK regulators introduced tough new rules at the weekend that ban ads for products high in fat, salt or sugar (HFSS) in all children's media, including Facebook and other social media platforms.

Case Study

This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

Case Study

This case study shows how Macy's, the department store brand, restored America's belief in Santa Claus by crowding Internet search engines with stories confirming his existence.

Article

This event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

News

AUSTIN, TX: General Electric, the conglomerate, has gleaned various useful strategic insights from using Amazon Echo, the voice-activated interactive speaker, in a program seeking to get kids excited about science.

Case Study

This case study shows how Headspace, an Australian youth mental health foundation, successfully tackled cyber bullying by putting in place a social media rewording tool.

Case Study

This case study explores how Whirlpool, a multi-national manufacturer of home appliances, launched a national campaign in the US to supply 17 schools with washing machines.

Case Study

This case study explains how Organ Transplant, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.

Article

This event report outlines how General Electric, the industrial conglomerate, tapped Amazon Alexa on a program which encouraged children to undertake scientific investigations at home.

Case Study

This case study explains how banana producer Chiquita Bananas increased sales and market share in Japan with art on bananas featured in a TV ad and social media campaign.

Case Study

This case study explains how Barni, a confectionery brand owned by Mondelez, increased sales in the New Year period in Russia by inspiring children to make gifts.

Case Study

This case study explains how Kinder, the chocolate brand, promoted its new range of toys found in the chocolate eggs in Russia with a mobile app that brought the toys to life.

News

TORONTO: Mattel, the toy manufacturer, has continued the successful reinvention of its Barbie brand via an initiative that championed dads who play with their daughters.

Article

This event report outlines how Barbie, the doll range made by Mattel, has further enhanced efforts to transform its brand.

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Case Study

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.