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Marketing to families

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Article

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.

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 explains how Lysol, an American cleaning products brand, connected with mothers to turn its functional germ-kill claim into an emotional promise of protection.

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 Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

Case Study

In this case study, Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

This case study describes how baby nutrition system BabyNes built brand awareness in China with a campaign using online, social media, editorial, in-store and events.

Case Study

This case study describes how ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Case Study

This case study explains how pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Case Study

This case study describes how credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

This case study explains how Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

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.

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 Flordis, a natural medicines company, overcame a challenging market in Australia with its cough medicine Prospan, by using social and search data to better understand its target customers.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Research Paper

This article looks at trends in internet usage, tech ownership and connected home in Q2 of 2017.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.

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.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Case Study

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, launched a radio campaign to help Lebanese women come to grips with domestic violence and seek help for themselves or others.

Case Study

This case study shows how Batelco, a telecommunications provider, increased its innovation equity by developing a smart bus that tackled the problem of child mortality in school buses in Bahrain.