Advertising best practice, evidence and insights

Article • WARC Best Practice, February 2019

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.

P&G's Gillette weathers the 'fast and furious hate'

News • 08 July 2019

Gillette caused a storm at the start of the year with its ad addressing “toxic masculinity”, but the shaving brand never considered pulling back on its new posture, according to Procter & Gamble’s chief brand officer Marc ...

P&G’s Pritchard: Gillette’s brand purpose drive never in doubt

Article • Geoffrey Precourt and Anna Hamill, Event Reports, Cannes Lions, June 2019

Gillette, the male-grooming line owned by Procter & Gamble, repositioned its brand in a courageous way that prompted a wider social debate.

Seem: The Family Way

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Recruit Lifestyle, a human resources company, launched the Seem device to raise awareness of men’s fertility issues in Japan.

Gillette: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Sickkids Foundation: Sickkids Vs – All In

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

SickKids Foundation, a children's health research organisation, launched an integrated campaign that targeted neighbourhoods in Toronto to generate donations to build a new hospital.

Why Axe went 'full immersion' in its research

News • 27 May 2019

Axe, the deodorant brand, abandoned all notions of objectivity in research by going “full immersion” when exploring what the concept of attraction means for its target audience of young men.

INFINITI Middle East: Let the cars speak

Case Study • SABRE Awards, EMEA, Trade Show, Gold, 2019

Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.

Head & Shoulders: #GoScalpBrave

Case Study • SABRE Awards, EMEA, Marketing to Men, Gold, 2019

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

Brands back a new masculinity

News • 13 May 2019

Harry’s, Estee Lauder, Wellman, Coty and Freedom beer are among the brands who are backing a drive to address issues around men’s health – and mental health in particular, as UK Mental Health Awareness Week begins.

Dove Men+Care Champions Paternity Leave for All Dads This Father’s Day

Case Study • SABRE Awards, North America, Cause-Related Marketing, Gold, 2019

Dove Men+Care, a men’s skincare brand, celebrated dads on Father’s Day in the US by making contributions to crowdfunding pages looking to raise money for paternity leave.

Discover Boating: Welcome to the Water

Case Study • Vanessa Williams, WARC Awards, Entrant, Effective Content Strategy, 2019

Marine industry association Discover Boating used social media content to increase sales of boats in America.

Clear: NBA app in-game sponsorship

Case Study • Michael Alegre, WARC Awards, Entrant, Effective Content Strategy, 2019

Anti-dandruff shampoo Clear stood out in a cluttered category via an in-app integration within the NBA Live app in the Philippines.

Heineken: Chairman

Case Study • Adeola Kayode, WARC Awards, Silver, Effective Social Strategy, 2019

Nigerian Breweries developed a ground-breaking campaign to attract consumer attention and drive volume sales of its Heineken brand in the cluttered World Cup period.

Tefal: Getting people to barbecue at 50ºC

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

TENGA: Feel More – Redefining Masculinity by Destigmatizing Masturbation Around the World

Case Study • SABRE Awards, Best Persuasive Content, In2, 2019

TENGA, a global sexual wellness company, increased sales and brand awareness in the US by launching Feel More, a platform that encouraged men to feel more and be unashamed of sex toy use.

Brands and consumers at odds on gender stereotyping

News • 29 January 2019

The vast majority of marketers reckon they’re doing well when it comes to avoiding gender stereotyping, yet almost half of consumers say advertisers are still not getting it right.

Clear: Real-Time Multi-Screen Sports Sync

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Clear Shampoo launched its Real-Time Multi-Screen Sports Sync campaign in the Philippines for its hero variant, Clear Men Anti-Dandruff Shampoo, Cool Menthol Sport.

Bringing Jurassic World Evolution to life for Frontier

Case Study • YouTube Works for Brands, UK, Winner, 2019

Frontier, the video game developer, launched Jurassic World Evolution in partnership with Universal and sold one million units globally in less than three weeks.

Is the time finally right for male cosmetics in Asia?

News • 21 December 2018

The male cosmetics market in Asia has yet to take off in the manner frequently predicted, but manufacturers are gearing up for another go, this time focusing on making products more accessible.

How Bonobos built its menswear brand through redefining masculinity

Article • Stephen Whiteside, Event Reports, IAB Direct Brand Summit, October 2018

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

Reclaiming our sense of self through social media: Think Forward

Opinion • Mobbie Nazir, December 2018

We Are Social’s ‘not another trends report’ is a dispatch from the changing social space. CSO, Mobbie Nazir takes us through some of the key trends.