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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.

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.

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.

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.

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.

Huggies & Skillbox: First Hugs

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Huggies, a nappy brand, launched a campaign in Russia to connect with future parents during pregnancy.

Johnson's Baby: HCPs' and parents' educational omnichannel model

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Johnson's Baby, a baby care brand, launched a campaign in Colombia, Mexico and Panama to reach new parents and health care providers online.

Baby Dove: #RealMomsVillage chatbot

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Baby Dove, a baby care brand, launched the #RealMomsVillage chatbot in the Philippines to provide advice to parents and grow its brand.

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.

Frida: Stream of lactation

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Breast care brand Frida Mom birthed a film-based campaign to present an honest portrayal of the realities of breastfeeding and raise awareness of the brand in the US.

World market for beauty and personal care

Article • Euromonitor Strategy Briefings, May 2021

This report analyses the beauty and personal care industry, which includes hair care, skin care, oral care, men's grooming and baby and child products.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Nivea: #SentuhanIbu World of Imagination

Case Study • MMA Smarties, Bronze, X (Global), 2020

Nivea, a skincare brand, launched its campaign #Sentuhanlbu World of Imagination in Indonesia to encourage working parents, particularly mothers, to create bonding moments with their children.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Johnson's Baby: Simplex – Makes the Complex, Simple

Case Study • Daniel Khor, Aparna Krishnan, WARC Awards for Asian Strategy, Entrant, 2020

Baby care brand Johnson's Baby used a display and Facebook ad strategy, driven by a contextual engine, to gain trust and relevance among mothers in Malaysia.

Molfix: Bonding For Life

Case Study • SABRE Awards, Gold, EMEA, 2020

Molfix, a baby products brand, increased awareness of the importance of bond attachments between mothers and their babies in Turkey by launching a presentation, leaflet and child development booklet.

WaterWipes: #ThisIsParenthood

Case Study • SABRE Awards, Diamond, EMEA, 2020

WaterWipes, a baby wipes brand, increased market share globally by creating a documentary-style video that showed the real and honest life of being a parent.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Advertiser 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.

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.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Advertiser 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 Advertiser Profiles, February 2020

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

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
L'Oréal Paris: No.1 and always worth it

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.