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.

Saudi Telecom Company: What are we allowing?

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020

Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Shortlisted, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Grand Prix Retrospective: When a campaign shakes up the gender status quo

Opinion • WARC, June 2020

Ariel’s Share The Load campaign sparked a national conversation and walked away with the Grand Prix in the 2016 edition of the WARC Prize for Asia Strategy.

Barnsley Premier Leisure: Your Space

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.

Vodacom: Mum & Baby Service

Case Study • SABRE Awards, Gold, Africa, 2020

Vodacom, a mobile operator, launched a Mum & Baby service in South Africa to encourage mobile engagement by equipping mothers with advice on caring for their children.

Stonyfield Organic takes its mission to new pastures

Case Study • SABRE Awards, Gold, North America, 2020

Stonyfield Organic, a yoghurt brand, increased awareness and sales in the US by partnering with actor Adam Scott to produce video adverts that raised awareness of the number of children's playing areas and outdoor spaces treated with dangerous chemicals.

The National Meningitis Association in collaboration with Sanofi Pasteur: The 16 Vaccine – Educational initiative

Case Study • SABRE Awards, Gold, North America, 2020

The National Meningitis Association in collaboration with Sanofi Pasteur, a non-profit organisation, encouraged US parents to get their teenagers to have the meningitis booster vaccine by sharing stories of loss on a dedicated content-rich website.

Mattel: Celebrating the 60th anniversary of Barbie

Case Study • SABRE Awards, Gold, North America, 2020

Barbie, a toy brand produced by Mattel, celebrated its 60th anniversary in the US by creating one-of-a-kind dolls modelled on various female role models and raising funds for organisations aimed at leveling the playing field for women.

Pampers: #LoveTheChange changing tables commitment

Case Study • SABRE Awards, Gold, North America, 2020

Pampers, a nappy brand, partnered with influencers and celebrity partner John Legend to promote the need for more changing tables in men's toilets in the US and Canada as part of its mission to celebrate hands-on dads.

Kellogg, Cheez-It: Wine and Cheez-It

Case Study • SABRE Awards, Gold, North America, 2020

Cheez-it, a cheese cracker brand, promoted its product among adults in the US by creating a snack pack for grown-ups that paired its cheesy product with boxed wine.

Codina Partners: Downtown Doral invites unhappy New Yorkers

Case Study • SABRE Awards, Gold, North America, 2020

Codina Partners, a real estate investment and development firm, created a digital platform for unhappy New Yorkers to explore what life could be like if they moved to Downtown Doral.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Awards, Bronze, Effective Social Strategy, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using FB Live to break e-commerce records.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Awards, Entrant, Effective Content Strategy, 2020

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Awards, Entrant, Effective Content Strategy, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Just Eat: Just Amore

Case Study • Simone Colucci, Oriana Papadopulos, Milos Obradovic, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Food delivery brand Just Eat created an integrated campaign to boost online orders while celebrating love without prejudice during Milan Pride 2019.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

Maxis: Dooit for Family

Case Study • Galen Lau, Ng BeeNee, WARC Awards, Entrant, Effective Social Strategy, 2020

Telecoms network Maxis teamed up with mobile live-streamed trivia game Dooit Live to increase sign-ups in Malaysia.

Hungarian Telekom: An Extraordinary Mother's Day

Case Study • Peter Kormanyos, Karolina Galacz, WARC Awards, Entrant, Effective Social Strategy, 2020

Telco operator Hungarian Telekom created a video-based campaign to communicate the opportunities provided by technology and generate discourse around its Magenta 1 product as a 'digital toolbox' for families in Hungary.

Saudi Telecom Company: What are we allowing

Case Study • Dana Alkutoubi, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Telecoms operator stc used a multimedia campaign to highlight the dangers lurking online and launch its Tuby child protection app to parents in Saudi Arabia.