Parents & families

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How brand marketers can do more with and for SEA’s mobile gamers: A Vietnamese perspective

Article • Ho Phu Hai and Soumik Parida, WARC Exclusive, Spotlight SEA, July 2021

Marketers can successfully target the right audience for their campaigns if they understand Vietnam’s mobile gamer demographics, say RMIT University’s Dr Ho Phu Hai and Dr Soumik Parida.

Felix: The Climate Store

Case Study • SABRE Awards, EMEA, Gold, 2021

Felix, a food brand, built The Climate Store, a public activation in Sweden to educate consumers on the environmental cost of the food they eat.

SBB Swiss Federal Railways: Back to Business

Case Study • SABRE Awards, EMEA, Gold, 2021

Swiss Federal Railways (SBB), a transport company, launched its Back to Business programme to empower Swiss mothers to return to work.

Trygg-Hansa: Beach Mode

Case Study • SABRE Awards, EMEA, Gold, 2021

Trygg-Hansa, an insurance company, educated parents in Sweden about the danger of their child drowning.

Lynx: Marmite x Lynx – The World's First Social Distancing Deodorant

Case Study • SABRE Awards, EMEA, Gold, 2021

Marmite, a food spread made from yeast extract, and Lynx, a deodorant brand, partnered to launch the world's first social-distancing deodorant in the UK.

WaterWipes: Early Days Club

Case Study • SABRE Awards, EMEA, Gold, 2021

Waterwipes, a brand of baby wipe, launched the Early Days Club to support new parents in the UK and Ireland during the COVID-19 lockdown.

Nissan: Leaf Dream Drive

Case Study • SABRE Awards, EMEA, Gold, 2021

Nissan, an automobile brand, launched an album to position its electric vehicle (EV), the Nissan LEAF, as the ideal vessel with which to lull to sleep a child.

AstraZeneca: Neb Adventures

Case Study • Tahaab Rais, Moushami Bhattacharya, Prajakta More, WARC Prize for MENA Strategy, Shortlisted, 2021

Multinational biopharmaceutical company AstraZeneca created compelling animated content to enable the successful administration of essential medication to children in the UAE.

Puck: Fuel Their Dreams

Case Study • Tala Arakji, Mario Morby, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Spreadable cream cheese brand Puck created a digital platform to raise spirits while boosting sales and growing share in Saudi Arabia.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Retailer WHSmith hijacked in-game mobile ads to boost sales and encourage children in the UAE to read more.

Babyshop: Our heartbeats

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

Diari: A journey across Tunisia

Case Study • Tahaab Rais, Tala Arakji, Mongi Bhouri, WARC Prize for MENA Strategy, Shortlisted, 2021

Couscous brand, Diari, celebrated both its 40th anniversary and the end of the lockdowns with an uplifting branded-content documentary series in Tunisia.

Aldi: Like brands 2011-2020

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Aldi, a supermarket chain, increased brand love and penetration in the UK by launching a campaign spanning several years that applauded its competition rather than knocking them.

Save The Children: 100 Words Pain_ting

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Save The Children, a non-profit organisation, launched a campaign on its 100th anniversary in South Korea to draw attention to the verbal abuse suffered by children.

Huggies: The world's first baby marathon

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.

Babyshop: Parenthood rephrased

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

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

KP Snacks: Skips

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Skips, a crisp snack brand, increased sales and distribution in the UK by redesigning its packaging to focus on its nutritional promise and the tongue tingling sensation of eating Skips.

Kit & Kin: Branding

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Kit & Kin, an eco-friendly baby care brand, launched its brand in the UK with packaging featuring fun animal visuals to promote its commitment to the environment.

Nûby UK: Packaging

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Nûby, a baby products brand, increased sales in the UK by redesigning its packaging to feature informative speech bubbles and a colour coding system to amplify Nûby's helpful and friendly brand voice.

Cadbury: Heroes

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Cadbury, a confectionery company, increased sales of its Heroes chocolate tin by launching with a new brand purpose and limited-edition games tin that encouraged sharing occasions outside of the traditional festive season.

DigiBete: Digital Platform

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

DigiBete, a free online service to support children and young people with Type 1 diabetes (T1D), designed and launched an online platform and mobile app in the UK that provided personalised care plans to children and young people with T1D.

Dettol: Shower Gel

Case Study • MMA Smarties, Bronze, MENA, 2020

Dettol, a brand of cleaning supplies, launched a video and mini game to promote its shower gel in South Africa.

RAKBANK: She Can Play

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, improved brand perception in the UAE with its She Can Play campaign that focused on a young girl and her love of football.

Pampers: Hope Is Born

Case Study • MMA Smarties, Gold, MENA, 2020

Pampers, a nappy brand, donated one million nappies in Lebanon and raised the country's morale with its social media campaign #HopeIsBorn.

What we know about marketing to parents and families

Article • WARC Best Practice, September 2020

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.
Half of millennials are using e-commerce more and plan to continue after lockdown

Data • Rob Clapp, WARC Data Points, June 2020

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