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Marketing to parents

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Case Study

This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

Case Study

This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

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This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

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This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

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This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

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This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

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This case study shows how Elevit, a prenatal vitamin supplement brand, increased sales by finding a creative solution to regulatory obstacles in China.

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This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

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This case study explains how UAE telecoms operator, du, used online ads to change people's behaviour on social media by warning them about oversharing.

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This case study shows how the Nestlé Baby Club program, an infant formula brand loyalty program, successfully recruited new members in Singapore using a humorous campaign that appealed to both soon-to-be mothers and fathers.

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This case study shows how JetBlue, an airline brand, increased brand awareness and sales in the US by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight.

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This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

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This case study shows how Headspace, an Australian youth mental health foundation, successfully tackled cyber bullying by putting in place a social media rewording tool.

Article

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.

Case Study

This case study explores how Ford Denmark, the automaker, launched an online campaign to demonstrate how cars can be a space within which difficult topics are discussed.

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This case study shows how 10X Investments, an investment management company, used a viral video campaign to make South African consumers aware of high investment fees and increase brand awareness.

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This case study explains how Organ Transplant, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.

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This case study explores how Breeze, a detergent brand, ran a national campaign in the Philippines to take out the worry from removing stains and help moms see the good in dirt.

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This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

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This case study shows how Johnson's Baby Lotion, a baby products brand, increased its consumer engagement in India by making moisturizing fun and an experience that enriched the mother-baby bond.

Case Study

This case study shows how Axis Mutual Fund, a mutual funds company, increased its brand awareness in India and made it fun to think about children's futures.

News

SINGAPORE: Marketers must understand the diversity of mothers across Asia's many markets and not take a one-size-fits-all approach, according to a panel of client and agency-side experts.

Article

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

News

TORONTO: Mattel, the toy manufacturer, has continued the successful reinvention of its Barbie brand via an initiative that championed dads who play with their daughters.

Article

This event report outlines how Barbie, the doll range made by Mattel, has further enhanced efforts to transform its brand.