Parents & families

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What we know about marketing to parents and families

Article • WARC Best Practice, May 2019

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.

How to market effectively to parents and families

Article • Hanna Chalmers, WARC Best Practice, November 2016

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

Great Ormond Street Hospital: Superhope

Case Study • SABRE Awards, EMEA, Healthcare Providers, Gold, 2019

Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.

Merck Sharp & Dohme: WTF is HPV?

Case Study • SABRE Awards, EMEA, Pharmaceutical: Rx, Gold, 2019

Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

The Institution of Engineering and Technology: The Sound of Engineering

Case Study • SABRE Awards, EMEA, Educational & Cultural Institutions, Gold, 2019

The Institution of Engineering and Technology, one of the world’s largest engineering institutions, created a music video engineered entirely by children to encourage more of them into science, technology, engineering and mathematics (STEM) subjects in the UK.

Hungarian Telekom : Senior Gamer Club

Case Study • SABRE Awards, EMEA, Telecommunications , Gold, 2019

Telecoms company Telekom, used a native media campaign with gaming as its central idea to teach digital skills to grandparents in Hungary.

Pfizer Vaccines UK: #24YouHaveThePower

Case Study • SABRE Awards, EMEA, Superior Achievement in Research and Planning, Diamond, 2019

Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

Trygg Trafikk (Norwegian Council for Road Safety) & If: Some battles are worth fighting

Case Study • SABRE Awards, In2 EMEA, Best Persuasive Content, Gold

Trygg Trafikk, the Norwegian Council for Road Safety, encouraged parents to secure their infant children facing the rear of the car through a video dramatizing the small battles parents fight with children every day.

Philips: Avent - The Science of Caring

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold

Philips Avent, the UK baby care company, engaged consumers in Romania by involving men in their communications to parents.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa & EMEA, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion

Case Study • SABRE Awards, North America, Branded Journalism, Gold, 2019

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

Washington Traffic Safety Commission: Reducing Distracted Driving in Washington State

Case Study • SABRE Awards, North America, Government Agencies, Gold, 2019

Washington Traffic Safety Commission (WSTC) launched a new distracted driving law, making it illegal to hold or use a cell phone while driving in the state, resulting in a 40% reduction in people touching their phones while in a car.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Medela: #22Victories

Case Study • SABRE Awards, North America, Marketing to Women, Gold, 2019

Medela, a breast pump brand, supported mothers beginning to breastfeed by creating an integrated campaign that partnered with real mothers to show real struggles in the first three weeks.

Primrose Schools Helps Working Parents #LetGuiltGo: Primrose Schools

Case Study • SABRE Awards, North America, Educational & Cultural Institutions, Gold, 2019

Primrose Schools, a national early education and care provider, sent working moms a message of well-deserved reassurance and appreciation that differentiated the brand in the competitive early education market in the US.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

Nippon Paint: Child Wellness Range

Case Study • Chan Su Ling, Chow Chia Yuin, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Nippon Paint, the leading Malaysian paint manufacturer, introduced its Child Wellness Range to create differentiation in the category and, without reducing prices, beat its copycat competitors to achieve a 75% increase in sales.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

OMO: Less screen time, more play time

Case Study • Soumya Ranjan Panda, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and OOH advertising.

Knorr: Nature's Tastiest Experiment

Case Study • Paloma Ho, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Knorr, the leading food and beverage brand, grew sales of its corn soup in Taiwan by creating an educational and interactive corn-planting experience, Nature's Tastiest Experiment.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Johnson's Baby: Learning the real language of trust

Case Study • Sonal Jhuj, Sabir Anjuman, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Johnson's Baby, the baby-care toiletry brand, having lost brand trust following a spate of product safety concerns, halted this declining brand perception by reaching out to its target customers via social media.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

Kwality Dairy: Noon Assembly

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Silver, Effective Innovation, 2019

Kwality Dairy, an Indian company that processes and handles dairy products, tackled the problem of vitamin deficiency among Indian children through a campaign centred around school assemblies.

What we know about marketing to parents and families

Article • WARC Best Practice, May 2019

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.
Marketing to Asia’s mothers: Tips for brands

Article • Low Lai Chow, WARC Exclusive, March 2019

Asia’s mothers are a powerful consumer demographic – but marketers need to appeal to the whole person, not just the mum.
How to create a ‘family marketing’ strategy

Article • Anna Hamill, Event Reports, Mumbrella360, June 2018

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.
Five emerging Asian consumer trends

Article • Low Lai Chow , Event Reports, Neuromarketing World Forum, March 2018

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
Who’s the boss? Kids influence household purchase decisions

Article • Brooke Hemphill, Event Reports, Marketing to Mums, November 2017

Kids are increasingly influential in their parent’s purchase decisions as gender roles and relationships change in families.
How to market effectively to parents and families

Article • Hanna Chalmers, WARC Best Practice, November 2016

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