Advertising best practice, evidence and insights

Article • WARC Best Practice, February 2020

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.

How a gender strategy can improve your marketing

Article • Amy Fridlund, WARC Best Practice, November 2017

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

How to market effectively to men

Article • Scott Manson, WARC Best Practice, February 2017

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Washington State Department of Health: It's about respect sexual violence prevention pilot

Case Study • SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2020

Washington Department of Health, a public health department, tackled the issue of sexual violence within its state by targeting young people in schools and through online video to explain the importance of respect.

Endo Pharmaceuticals: Ask about the curve

Case Study • SABRE Awards, IN2, North America, Best Use of Illustrations + Photography, 2020

Pharmaceutical company Endo Pharmaceuticals created a multi-platform campaign to raise awareness of Peyronie's Disease, and its treatment, among men in the US.

How Old Spice refreshed its appeal to Black consumers

News • 12 December 2019

Old Spice, the personal-care brand owned by Procter & Gamble, has developed its approach to engaging Black men in the US, and yielded powerful results through a nuanced shift in its strategy.

The Bill and Melinda Gates Foundation (BMGF): From ‘villain’ to ‘vulnerable’: re-writing the story of South Africa’s men and HIV

Research Paper • MRS Awards, Winner, MRS Award for Healthcare Research, 2019

The Bill and Melinda Gates Foundation, an American private foundation, helped cast a fresh light on young men in South Africa, demonstrating they are complex, vulnerable individuals in harsh circumstances.

Axe: Boca vs. River, the Match of the Century

Case Study • Patricio Shilton, Ornella Carricarte, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2019

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

Clear Men: We know when you're going to say cheers next

Case Study • Ha Tran, Jamie Wang, Thanh Vo, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Shampoo brand Clear Men created a variant with beer as key ingredient to appeal to men in Vietnam and promoted it programmatically via online display, video and social media ads.

Pond's Men: Trip for the men of today

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Indonesia's brand leader in the men's facial care segment, Pond's Men, increased sales by connecting with its target market through a data-powered campaign.

Rexona: Silverpush Sports Sync

Case Study • Oscar Maalihan, Jeff Ng, Abhishek Gupta, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Rexona Men, the deodorant brand, launched a cross-screen campaign to leverage its association with basketball and highlight the brand's functional benefits to male audiences in the Philippines.

Clear Men: Data Driven Emotion Mapping

Case Study • Soumya Ranjan Panda, Ha Tran, WARC Media Awards, Entrant, Best Use of Data, 2019

Shampoo brand Clear Men conducted a TV, digital and out-of-home campaign, #BeYourOwnChampion, built around the 2018 FIFA World Cup, to connect with men in Vietnam.

Toyota: Hilux – You’ll be fine

Case Study • Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Clear: Shopper Pulse

Case Study • Abhishek Gupta, Kitty Faustino, Michael Alegre, Carlos Corrales, Martha Gonzalez, WARC Media Awards, Entrant, Best Use of Data, 2019

Unilever-owned dandruff shampoo Clear ran a data-led mobile campaign to carve out market share in the Philippines.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Ford: Ranger 360 – Tough Done Smarter

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

The Ford Ranger 360 Showroom campaign in the Philippines managed to bring the full experience of a Ford showroom direct to users on their mobile phones.

Clear Men: Clear Men Swipes All

Case Study • Anh NguyenHa, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Unilever-owned shampoo brand Clear Men engaged young males and drove sales in Vietnam by sponsorship of an eSports tournament.

Gillette: Cultural Connections

Case Study • Gilad Kat, WARC Media Awards, Entrant, Best Use of Data, 2019

P&G used a cultural connections model to increase Gillette's relevancy among young adult men.

Clear: Be Your Own Legend

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Clear, a leading anti-dandruff shampoo, maximised mobile with a thematic campaign to appeal to young men and boost sales by trial in Indonesia.

Oh Henry!: 4:25 Hunger Bar Launch

Case Study • Richard Fofana, Owen Garscadden, WARC Media Awards, Gold and POE Special Award, Effective Channel Integration, 2019

Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.

The Movember Foundation: Men, you're not talking, so try ticking

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.

Castrol: Influence the Influencer

Case Study • MMA Smarties, Gold, APAC, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Clear’s NBA in-game integration: Get a cool head in the game

Case Study • MMA Smarties, Finalist, APAC, 2019

Unilever's male anti-dandruff shampoo brand Clear used mobile gamification to build affinity in the basketball space and boost engagement among men in the Philippines.

Miller Genuine Draft: Fresh Take

Case Study • MMA Smarties, Bronze, X (Global), 2019

Miller Genuine Draft (MGD), a beer brand, increased sales and consumer engagement by launching a campaign that allowed South African consumers to order their packs of beer through a Facebook chatbot and have it delivered in the hour.