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Article

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

News

SYDNEY: Children are more influential than ever in their parent’s purchase decisions as gender roles and relationships change in families, new research shows.

Article

Kids are increasingly influential in their parent’s purchase decisions as gender roles and relationships change in families.

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

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

Boost Drinks, an energy drinks brand, increased consideration among its target audience by creating a 3-part video series with its celebrity brand ambassador, Virat Kohli.

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.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

MUMBAI: Around one third of children in India's cities claim to have bought a product because they liked its advertising, a new report suggests.

Case Study

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Article

This article highlights how improving product and service innovation can better the customer experience.

Case Study

This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.

Case Study

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Case Study

This case study explains how New World, a grocery chain in New Zealand, promoted mini versions of its products for children - 'collectibles' - as a play opportunity to increase sales.

Case Study

This case study looks at Nutri Grain Bolt, a New Zealand breakfast brand, that engaged with Google's Cardboard to bring teenagers onboard by giving them a VR headset.

Case Study

This case study describes how Sealord, a fishing brand in New Zealand, retained the core idea of the little boat from the previous year's marketing effort, and enhanced its imagery with a community-led approach.

Case Study

This case study shows how Mattessons sought to expand the UK's new 'meat snacking' category with its Fridge Raiders brand, by partnering with a gaming celebrity and engaging a teenage audience.

Case Study

This case study describes how Britannia Cake, a cake brand in India, reignited its brand by turning the conversation around snacking from indulgence to an innocent bribe.

Case Study

This case study describes how Sealord, a seafood brand, boosted sales on a limited budget.

Article

This event report looks at a range of issues marketers need to consider when marketing to children.