Article
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WARC Best Practice, February 2020
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Article
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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.
Article
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Sue Unerman, WARC Best Practice, June 2017
This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Guerlain kept pace with the times in China and moved decisively to tap on period-piece culture to gain resonance with beauty fans enthusiastic about palace politics prevalent in the drama.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
MAC's Shanghai new concept store was an innovative retail method that combined social engagement, product discovery, experience customisation, and WeChat integration.
News
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20 February 2020
Last year, women contributed just under half of all video gaming revenue in the UK but are the demographic driving growth in the industry, new research reveals.
Article
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Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020
New research from Ipsos MORI and the ISFE delves into the reality of the UK gaming market, revealing the important constituency of women in what has been a traditionally male environment.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020
American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.
Case Study
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SABRE Awards, IN2, North America, Best New Company Launch, 2020
Clio, a design-forward consumer products company with a focus on personal-care products, launched its new plusOne vibrator brand through articles in a millennial-focused title in the US that showed women the importance of owning their sexual wellness.
Case Study
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SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2020
Hologic, a medical technology company focused on women's health, used a core analytics offering by Edelman Intelligence in the US to create smarter investments in its campaign to prevent cervical cancer.
Case Study
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SABRE Awards, IN2, North America, Social Purpose, 2020
Hulu, a TV channel, increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Purpose, 2020
Secret Deodorant, a deodorant brand produced by P&G, pledged money to the US Women's soccer team to join them in their fight for equal pay to highlight its purpose to support strong, modern women.
Case Study
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SABRE Awards, IN2, North America, Lean Marketing, 2020
Visit Finland, a tourism brand, launched a partnership with clothing retailer Anthropologie to create a social media and influencer campaign that showcased the ease of travelling from the US to Finland.
News
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07 February 2020
Muslim travellers are predicted to contribute US$300bn to the global economy in the next decade and the market has shifted from niche to a mainstream one, according to Mastercard and Crescent Rating.
Article
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Misha Sher, Admap, February 2020
A guide for brands exploring the growing potential of women’s sport as a platform for sponsorship.
Article
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Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
News
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09 January 2020
In India, more than 60% of purchases are made or influenced by women, and the growth in regional language content has brought about scale in the number of women interest users now accessible to brands.
Article
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Jane Cunningham, Philippa Roberts and Vicky Cook, WARC Exclusive, January 2020
After femvertising, #unstereotype and ASA rulings, what next for marketing to women?
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.
News
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20 December 2019
Many of the conventions of rural marketing in India are well past their expiry date, according to two agency strategy executives, who argue that that it’s time to retire these and connect more richly with the emerging rural Indian consumer.
Article
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Mukta Chowdhary and Amelia Rance, ANA Magazine, Forward, December 2019
New female role models are highlighting a shift in the media toward a Gen Z portrayal of teenagers, which is helping teen girls come into their own and become leaders for tomorrow.
Article
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Jenny Chan, Case Studies on WARC, October 2019
MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.
Article
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Amit Tiwari, WARC Exclusive, December 2019
This ethnographic study on rural India was based on qualitative research – structured interactions with 130 customers, retailers and influencers – across 32 towns in 16 states, covering all 4 regions (North, East, West, South) in India.
Article
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Bianca Joseph and Krishnan Subramanian, WARC Exclusive, December 2019
Outlines the rules for marketers that wish to connect with rural Indian consumers.
Case Study
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Data and Marketing Association, Gold, 2019
Miscarriage Association, a charity, created a card for women who have suffered a miscarriage which was featured by various media outlets in the UK.
