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Marketing to children

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Article

This article provides insight on how brands in Asia can connect with ‘centennials’ (Gen Z) based on behavioural and demographic research from Kantar Futures.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

News

NEW YORK: Makers of podcasts are starting to produce more content aimed at children, although the role of advertising in the business model remains contentious.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Case Study

This case study details how Disney, the entertainment conglomerate, promoted its film 'Pirates of the Caribbean: Dead Men Tell No Tales' by partnering with AdColony and becoming the first brand to use its Aurora HD Video.

Case Study

This case study explains how Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

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.

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

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.

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.

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.

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.

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.