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Marketing to parents

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Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Case Study

Russian ice-cream brand Zolotoy Standart run a family-oriented campaign through an engaging TV show and mobile game.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

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Milk formula Bebelac by Danone regained resonance and brand identity in Indonesia through a campaign building an emotional connection with its customers.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

News

SYDNEY: The purchase decisions of Australian mothers are heavily influenced by both online and offline word-of-mouth, with Facebook being their preferred social media platform, according to new research.

News

SYDNEY: Children are more influential than ever in their parent’s purchase decisions as gender roles and relationships change in families, new research shows.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

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Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

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Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

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UK supermarket chain Sainsbury's used three different approaches to TV ads during its Christmas campaign, including a partnership with TV show Gogglebox, to boost sales.

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Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

News

EUROPE: Media depictions of fathers are frequently outdated and fail to take account of the key aspirations of modern dads, according to new Disney research.

Case Study

Public Health England, an executive agency of the Department of Health in the UK, launched the ‘Be Food Smart’ campaign, which used activity packs and an email campaign to educate families on the food they were eating.

Article

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.

Case Study

To secure sales and visibility, private health insurance DKV Spain ran a successful customer-centric campaign aimed to new parents.

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To drive relevance and sales in Spain, fast food McDonald's redesigned its app around its loyalty program My McDonald's.

Case Study

In a challenging environment with fierce competition, Australian cough remedy Prospan managed to grow sales and efficiently connect with its customers.

Article

Kids are increasingly influential in their parent’s purchase decisions as gender roles and relationships change in families.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

News

SYDNEY: Publishers and advertisers wanting to target parents are better off appealing to the “whole person” rather than just their role as parents, according to a Buzzfeed executive.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.