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Marketing to families

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Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

News

NEW YORK: For decades, the consumer-socialization process has relied heavily on parental influence, and a paper in the Journal of Advertising Research (JAR) aims to “offer renewed perspectives” on this subject.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Baby nutrition system BabyNes built brand awareness in China with a campaign using online, social media, editorial, in-store and events.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

Case Study

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

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Barbie, the toy brand, increased sales in Asia by demonstrating the transformative power of imaginative play on children in a digital video and social media campaign.

Case Study

Malt drink brand Milo used social media to change the narrative around parenting and raise purchase intent for the product in Malaysia.

Case Study

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

Condiment brand Lady's Choice, used a TV campaign pushing the idea of reunions to boost Christmas sales of its mayonnaise in the Philippines.

Case Study

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

Milk formula brand, Vinamilk, used a TV campaign to rebrand Optimum, its toddler milk, as Optimum Gold in Vietnam.

Case Study

LEGO, the toy company, increased sales in emerging Asia by showing the importance of creativity through events and a social media campaign.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

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Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

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Knorr, the food brand owned by Unilever, used bloggers and content to increase sales of its meal kits to parents in Taiwan.

Case Study

Malaysian utility brand Maxis partnered with navigation app Waze to create Maxis-Waze Safe Mode – a kid-sourced GPS navigation system.

Case Study

Odomos, a mosquito repellent brand, increased sales by raising awareness of the risk of mosquitoes outside of the home and making repellent application a routine in India.

Case Study

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.