Advertising best practice, evidence and insights

Article • WARC Best Practice, February 2019

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.

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 women

Article • 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.

P&G Olay: Olay Women's Day 2019

Case Study • SABRE Awards, Asia-Pacific, Fashion & Beauty, Gold, 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

China CITIC Bank Credit Card: Break Bias, Create Possibilities

Case Study • SABRE Awards, Asia-Pacific, Financial Services, Gold, 2019

CITIC, a state-owned investment company, connected with women in China on International Women's Day to increase applications for its credit card.

High Society to All Society – Coca-Cola Celebrates Myanmar's Everyday Women

Case Study • SABRE Awards, Asia-Pacific, Cause-Related Marketing, Gold, 2019

Coca-Cola, the beverages brand, gave the average working woman a platform in Myanmar to celebrate their business achievements.

Chando "She says" Campaign

Case Study • SABRE Awards, Asia-Pacific, Marketing to Women, Gold, 2019

Chando, a cosmetics brand, increased sales of its high gloss lipstick with women in China due to its social campaign promoting women.

Roche Hong Kong Limited: The cUUpcakes

Case Study • SABRE Awards, Asia-Pacific, Integrated Marketing, Gold, 2019

Roche, a pharmaceutical company, launched a campaign that saw one in sixteen cupcakes having a secret lump inside, to represent the one in 16 Hong Kong women diagnosed with breast cancer in their lifetime.

adidas Singapore: Sport18 – Here to Create

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Measurement and Evaluation , Diamond, 2019

Adidas, a sports clothing brand, engaged with consumers in Singapore by launching a campaign that used influencer-led content to portray its brand message.

Monster.com: She Makes It Work

Case Study • SABRE Awards, Asia-Pacific, Multi-Country, Gold, 2019

Monster.com, a global employment website, launched a campaign urging stay-at-home mums to re-launch their careers, which generated 110 million digital impressions and top tier media coverage.

Horlicks: Emotional Nutrition

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Brand-Building, Diamond, 2019

Horlicks, a sweet malted milk hot drink, connected with mothers in India by addressing the emotional needs of their university-bound children.

Women's Day Marketing-Be more “selfish” and live more poetically

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign featuring famous poet Vincent Fang that encouraged women in China to treat themselves to hair care products through poetry.

Lockheed Martin: Launching Japan’s Next Generation of Women Leaders in STEM

Case Study • SABRE Awards, Asia-Pacific, Transportation & Logistics, Gold, 2019

Lockheed Martin, an aerospace and defence company, increased interest in STEM subjects from female students in Japan by launching a rocketry challenge that gave them practical experience.

Nescafe Dolce Gusto: Coffee is not just black or white

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Nescafe Dolce Gusto, the capsule coffee brand, created an Ideal Life brand ecosystem in China to stand out in a crowded coffee category.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Shortlisted, 2019

Inorbit Mall, a chain of malls in India, ran a social campaign in support of female entrepreneurs and their businesses.

Baggit: Asking Indian men to shut up

Case Study • Nikhil Pillai, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Shortlisted, 2019

Handbag brand Baggit used a TV and influencer marketing campaign, based around 'mansplaining', to build share of voice and increase sales in India.

Maybelline: Maybelline FitMe Squad

Case Study • Su Ling Chan, Vivien Loh, Kylie Chong, WARC Prize for Asian Strategy, Shortlisted, 2019

Make-up brand Maybelline used a multi-channel campaign to embrace the diversity of Malaysian skin colours and grow market share in the country's liquid foundation category.

Maybelline: Makeup on the Way

Case Study • Benjamin Condit, Jerry Perez, WARC Prize for Asian Strategy, Shortlisted, 2019

Cosmetics brand Maybelline created a campaign that challenged female commuters to apply their makeup in the back of a taxi to grab the attention of young urbanites in top-tier cities in China.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Prize for Asian Strategy, Shortlisted, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Stayfree: Project Free Period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Shortlisted, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

illuma: Mother's Love Express

Case Study • Winnie Lee, WARC Prize for Asian Strategy, Shortlisted, 2019

Formula milk brand illuma wanted to grow its market share in Taiwan and become the preferred choice after breast milk.

Unstereotyped: How brands can get their gender strategy right

Article • Duncan Southgate, WARC Best Practice, August 2019

Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.

Libresse/Bodyform: Viva La Vulva

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Tackling the patriarchy pays off for the Times of India

News • 25 July 2019

An inclusive campaign addressing the exclusion of many women from Kolkata’s largest festival helped change the perception of the Times of India in West Bengal.

Bio Oil: #UnstretchedJourney

Case Study • SABRE Awards, South Asia, Superior Achievement in Measurement and Evaluation, 2019

Bio-Oil, a scar and stretchmark product, told the pregnancy experiences of Indian celebrity mothers, and the support that made sure they had an #Unstretched Journey, which led to a sales increase in India.