Marketing to Women

All about the female mindset

Decision Making


Farah Bashir, Karan Kumar and Poonam Kumar, ESOMAR, Asia Pacific, Singapore, May 2015

This paper analyses the changing role and status of women in India and what their emerging identity means for brands.


Mauro Fusco, Pepe Tomás, Carlos Ochoa and Joaquim Bretcha, ESOMAR, Asia Pacific, Singapore, May 2015

This paper analyses the online behaviour of pregnant women and recent mothers in Brazil by tracking the devices they use to access the internet.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report shows how Clean & Clear, the brand of teen-focused dermatological products made by Johnson & Johnson, ramped up its efforts in the online video space.


Edward Bell, Admap, May 2015

This article explains how sports brands in China target women, in a market dominated by the western brands Adidas and Nike.


Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.


Simon McEvoy, Ian Gambier & Sara Goodsell, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how not for profit organisation Check One Two triggered a grassroots movement to raise awareness of testicular cancer in the UK.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Oscar Mayer, the premium bacon brand, invented a bacon-scented device that linked to customers' iPhone alarm clocks to increase brand recognition and sales in the US.


Daniel West, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Sport England tackled women's embarrassment over exercising by empowering them with identifiable content and direct engagement.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study sets out how cereal brand Nestlé Fitness used a content strategy in the form of a two-week webshow challenge to appeal to women living in Arab countries.

WARC RECOMMENDS


BEST PRACTICE

How to market to women

Practical tips, examples and recommended reading


ARTICLE FOCUS

Marketing to Moms

An overview from the Advertising Research Foundation


TRENDS

Women 2020

How women's expectations are changing the future


CASE STUDY

Johnson & Johnson: Blister Plasters. And Club Nights?

IMC Awards winner targets young female partiers