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Alcohol and Drug Foundation: You haven't been drinking alone

Case Study • SABRE Awards, APAC, Gold, 2021

The Alcohol and Drug Foundation (ADF), a non-governmental organisation, used a playful tone to deliver a serious message about the dangers of alcoholism in Australia.

Johnson & Johnson Vision: Putting eye care on the health agenda

Case Study • SABRE Awards, APAC, Gold, 2021

ACUVUE, a brand of contact lenses, redefined how people perceived eye care in Singapore with its influencer strategy.

Han Lin Publishing: The one and only questionnaire in the world

Case Study • SABRE Awards, APAC, Gold, 2021

Hanlin, an education publishing company, increased brand awareness and sales in Taiwan with its campaign The One and Only Questionnaire in the World.

Red Nose: Still six lives

Case Study • SABRE Awards, APAC, Gold, 2021

Stillbirth Foundation Australia, an organisation striving to prevent stillbirth, launched a campaign to educate people in Australia on the behaviours that can reduce the risk of stillbirth.

Daio Paper Corporation: From mother’s bags to family bags

Case Study • SABRE Awards, APAC, Gold, 2021

Daio Paper Corporation, a nappy brand, used the launch of its new nappy as an opportunity to address childcare-related societal issues such as gender inequality and solo parenting in Japan.

Necessity is the mother of invention. How COVID gave Tesco a creative springboard

Case Study • APG (UK), Entrant, 2021

Tesco, a supermarket brand, launched a campaign in the UK to provide emotional support to consumers through a hyper-relevant approach.

From Sudocrem to Super-crem

Case Study • APG (UK), Entrant, 2021

Sudocrem, an Allergan pharmaceuticals company, launched a campaign in the UK to protect the future of the brand by maintaining sales, average value market share and penetration.

Heinz & Empathy: Finding our superpower to take on child hunger

Case Study • APG (UK), Entrant, 2021

Heinz, a food processing company, and Magic Breakfast, a registered charity, launched a campaign in the UK to put an end to child hunger.

Warburtons: Family, flour, fame.

Case Study • APG (UK), Silver, 2021

Warburtons, a bakery business, launched the long-term campaign From Our Family To Yours, in the UK to increase perceived brand quality and willingness to pay more.

ZSL London Zoo & ZSL Whipsnade Zoo: In the face of a global pandemic, how our animals and famous friends’ marketing efforts gave us a million reasons to keep our zoos open

Case Study • APG (UK), Entrant, 2021

The Zoological Society of London (ZSL), a conservation charity, launched a campaign in the UK to raise enough funds to save London Zoo and Whipsnade Zoo and convince the public that the zoos were worth saving.

ITV and Veg Power: Eat Them to Defeat Them - How making veg bad did a lot of good

Case Study • APG (UK), Entrant, 2021

ITV, a television network, and VegPower, a non-profit company, collaborated on a campaign in the UK to tackle child obesity by getting kids to eat their vegetables.

Han-Lin Publishing: One and only questionnaire in the world

Case Study • YouTube Works for Brands, Taiwan, Best Brand as Creator, 2021

Han-lin publishing, an education publisher, used YouTube TrueView In-Stream ads to show parents in Taiwan the benefits of letting their children participate in self-driven online learning.

Twin Ring Motegi: Mobility Theme Park

Case Study • YouTube Works for Brands, Japan, YouTube Creator / Partner Collaboration, 2021

Mobilityland Corporatioon, a leisure services company, increased awareness of its theme park Twin Ring Motegi in Japan.

The next generation of families

Article • The Insight Family, Research on WARC, September 2021

Looks at parents’ and children’s attitudes, behaviours and consumption to understand the key trends shaping the family ecosystem in 2021.

Milo: Homecourt

Case Study • Cherrie Mae Serranillo, WARC Awards for Asian Strategy, Shortlisted, 2021

When the COVID crisis threatened to cripple the country, chocolate beverage brand MILO Philippines created a purpose-driven campaign that built an entire sports ecosystem in partnership with the local community.

Crayola: Colors of the world

Case Study • Jay Chiat Awards, Gold, Product/Service Creation Strategy, 2021

Crayola, a crayon brand, released a new product line, Colors of the World, to better reflect the range of skin tones found in the US today.

Frida Mom: From baby-centric storytelling to Mom-centric truth telling

Case Study • Jay Chiat Awards, Silver, Connection Strategy, 2021

Frida Mom, a brand of products for new mothers, promoted its new category of breast care solutions for breastfeeding mothers by launching a video that created an honest portrayal of breastfeeding.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Grand Prix and The E-Commerce Award and The Early Adopter Award, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Gold and The Research Excellence Award, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

What marketers need to know about Generation Alpha

Article • Charles Gabriel, WARC Best Practice, September 2021

Five lessons for brands targeting families with children aged 11 or under.

Birds Eye: Partnering with Iceland & hunting for Captain Charlotte

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Birds Eye, a frozen food brand, set out to educate consumers in the UK on the health and environmental benefits of buying frozen food.

Mermaids: Re-educating Google

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Mermaids, a charity supporting transgender youth, assisted parents to support their transgender children in the UK by intercepting Google's algorithm to provide them with supportive resources rather than misleading results.

Hong Kong Observation Wheel: AR App Presented by AIA

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

AIA, a pan-Asian insurance company, developed an app to allow the Hong Kong Observation Wheel (HKOW) to offer a new experience while connecting the Wheel and the community to Hong Kong's past.

Goldfish Crackers: Finn & friends

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, Goldfish, a cracker brand, decided to turn its cracker snack into a multi-channel world of entertainment, including an animated TV series, 'Finn & Friends', game, mobile app and experience.

Huggies: We got you, baby

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Huggies, a diaper brand, launched a new creative strategy in the US to rebuild brand power, regain share leadership and reach out to all modern parents with babies.

What we know about marketing to parents and families

Article • WARC Best Practice, October 2021

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.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
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.
What marketers need to know about Generation Alpha

Article • Charles Gabriel, WARC Best Practice, September 2021

Five lessons for brands targeting families with children aged 11 or under.
Why ‘Gamer Moms’ are an untapped audience for advertisers

Article • Alex Brownsell, Event Reports, Mediatel’s The Future of Gaming online conference, May 2020

An Activision Blizzard Media report into mothers’ online gaming behaviour, and how this audience can be reached by brands.
Half of millennials are using e-commerce more and plan to continue after lockdown

Data • Rob Clapp, WARC Data Points (Curated), June 2020

An overview of shopping channels used globally during the novel coronavirus (COVID-19) outbreak.