Advertising best practice, evidence and insights

Baby and child-specific products in Asia Pacific

Article • Euromonitor Strategy Briefings, April 2017

Offers a regional overview of baby and child-specific products in Asia Pacific, including an overview of leading companies and brands, and forecasts for the category.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

Pampers: The Long Awaited First Touch

Rankings • WARC Effective 100, 2020

Pampers, a nappy brand, launched a campaign film and mobile activation in China that allowed mothers to send a touch of love to premature babies in intensive care, placing the health and wellbeing of premature babies at the heart of its campaign.

How a pop-up community helped Kindoh launch in Germany

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.

Competitor strategies in beauty and personal care

Article • Euromonitor Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

How P&G is linking consumer insight with “constructive disruption”

Article • Stephen Whiteside, Event Reports, CES, January 2020

Procter & Gamble, the consumer packaged goods manufacturer, is pursuing an approach called “constructive disruption” as it seeks to deliver innovative, compelling products.

Johnson's Baby: Choose Gentle

Case Study • Paulina Ballina Zarco, Victoria Iviglia, Samantha Jocelyn Gonzalez, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Multinational Johnson & Johnson used a mobile-first strategy to relaunch its Baby line in Mexico.

Zwitsal Baby Shampoo

Case Study • MMA Smarties, Silver, Indonesia, 2019

Infant shampoo brand Zwitsal created an augmented reality gamification strategy to drive children to play outside to showcase its sun protection capabilities in Indonesia.

Johnson's Baby: Choose Gentle

Case Study • MMA Smarties, Finalist, LATAM, 2019

Johnson's Baby, a cosmetics and skincare brand, successfully increased sales by relaunching its rebranded haircare products using a multi-platform campaign in Mexico.

Pampers: Tiny Babies, Big Impact

Case Study • Sherie Chua, Paul Copeland, Falk Fuhrmann, WARC Prize for Asian Strategy, Entrant, 2019

International diaper brand Pampers launched a sales activation strategy in China to drive sales of its premium nappies by placing the health and wellbeing of premature babies at the heart of its campaign.

Babi Mild: My Beloved Monster

Case Study • Sasirapat Sibunruang, Sawanya Pattananarak, WARC Prize for Asian Strategy, Entrant, 2019

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Pampers for Preemies

Case Study • SABRE Awards, South Asia, South/Southeast Asia, 2019

Pampers, the nappy brand, took their purpose of ensuring the happy and healthy development for every baby to premature babies in India.

Elvie: Elvie Pump on the catwalk at London Fashion Week

Case Study • SABRE Awards, EMEA, Consumer Marketing (New Product), Gold, 2019

Elvie, the brand that pioneers smart technology for women, used a live stunt at London Fashion Week to launch its Elvie Pump breast pump globally.

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.

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.

Milking My Ladies: Launching the Elvie Pump

Case Study • SABRE Awards, North America, Consumer Electronics, Gold, 2019

Elvie, a feminine technology brand, promoted its new breast pump product in the US by launching a stunt at London Fashion week that saw a new mum walk the catwalk wearing the pump.

Baby Dove: Big Steps to Success

Case Study • Clarysse Estremadura, Steph King, WARC Awards, Entrant, Effective Content Strategy, 2019

Infant personal-care brand Baby Dove used a data-led digital campaign to grow its brand business and launch in the Philippines.

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.

Baby Mild: My Beloved Monster

Case Study • Sawanya Pattananarak, WARC Awards, Entrant, Effective Social Strategy, 2019

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Johnson's Baby: The pursuit of influence, not just the influencer

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

Johnson's Baby, the global baby care brand, repaired damaged brand reputation and reversed declining sales in India by revamping its product line and reaching out to its target audience to change mindsets and restore trust.

Huggies defies Cultural Tide with an embrace

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Integrated Use of Media, 2018

Huggies, the disposable nappy brand, took a long-term approach to brand building in Vietnam to increase sales.

Elvie: Milking My Ladies – Launching the Elvie Pump

Case Study • SABRE Awards, Best in Live Events, In2, 2019

Elvie, a brand of breast pump, launched its product in the US and UK to increase its SOV from 0% to 58%.

Baby Dove: Now in the Philippines

Case Study • Clarysse Estremadura, Steph King, WARC Media Awards, Entrant, Best Use of Data, 2018

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

Pampers: Bums don’t lie

Case Study • Vandana Mehra, Manish Lohana, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2018

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Toiletries & cosmetics