Women

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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.

USAA’s formula for authentic advertising

Article • Stephen Whiteside, Event Reports, #SeeHer 2019 Creative and Media Leadership Summit, March 2019

USAA, the financial-services provider focused on members of the military and their families, knows that its advertising must be authentic to make the desired impact.

Citi strikes a new note for inclusion in ads with “#SeeHerHearHer”

Article • Stephen Whiteside, Event Reports, #SeeHer 2019 Creative and Media Leadership Summit, March 2019

Citi, the financial-services provider, is using its marketing muscle to boost female empowerment in the music industry.

Unilever - Dove: 100 Colours

Case Study • SABRE Awards, Africa, Fashion & Beauty, Gold, 2019

Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

Intel: She Will Connect

Case Study • SABRE Awards, Africa, Western Africa, Gold, 2019

Intel, a technology company, launched a Facebook advertising campaign in Africa that encouraged women to follow its She Will Connect programme, aimed at equipping women with tech skills.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

Darling Nigeria: Find Your Beautiful

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

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

Sanlam Personal Finance: Pink Tax

Case Study • SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019

Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

TIAA: Divorce Stories

Case Study • SABRE Awards, North America, Digital Campaign, Gold, 2019

TIAA, the insurance company, reached divorced women in the US using influencers to promote its content on TIAA's divorce hub.

The Allstate Foundation: Purple Purse – Overshare the Invisible

Case Study • SABRE Awards, North America, Community Relations, Gold, 2019

The Allstate Foundation, a nonprofit, generated over 3.1 billion earned media impressions from its public awareness campaign in the US featuring Serena Williams.

Washington Traffic Safety Commission: Reducing Distracted Driving in Washington State

Case Study • SABRE Awards, North America, Government Agencies, Gold, 2019

Washington Traffic Safety Commission (WSTC) launched a new distracted driving law, making it illegal to hold or use a cell phone while driving in the state, resulting in a 40% reduction in people touching their phones while in a car.

WNBA: Take A Seat, Take A Stand

Case Study • SABRE Awards, North America, Entertainment, Gold, 2019

Women's National Basketball Association (WNBA), the women's professional basketball league in the US, cemented itself and its players as a leading voice in the women's movement because of its commitment to supporting organizations that empower women and girls.

KPMG Driving the Next Generation of Women Leaders

Case Study • SABRE Awards, North America, Professional Service Firms, Gold, 2019

KPMG, a professional service company and auditor, launched initiatives to get more women into c-suite positions, using its sponsorship of the LPGA golf tournament.

Procter & Gamble: Clearblue Connected

Case Study • SABRE Awards, North America, Consumer Health, Gold, 2019

Clearblue, a pregnancy test brand, launched Clearblue Connected and delivered against its goal of helping to normalize the ovulation conversation, positioning Clearblue as a leader in ovulation testing in the US.

iCAD Inc: Nothing Artificial About It – A PR Launch for an AI Mammography Solution

Case Study • SABRE Awards, North America, Medical Technology, Gold, 2019

iCAD, a medical device manufacturer, developed a creative, multi-pronged campaign to promote its AI-powered solutions among healthcare and consumer-facing audiences in the US.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Medela: #22Victories

Case Study • SABRE Awards, North America, Marketing to Women, Gold, 2019

Medela, a breast pump brand, supported mothers beginning to breastfeed by creating an integrated campaign that partnered with real mothers to show real struggles in the first three weeks.

HealthyWomen: The HealthiHer Movement

Case Study • SABRE Awards, North America, PR Agency Marketing, Silver, 2019

HealthyWomen, a non-profit women’s health organisation, encouraged American women to look after their health by conducting a nationwide health survey and promoting the results through social and its website.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Fineline: Fineline For Fashion

Case Study • Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

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

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

Nippon Paint: Child Wellness Range

Case Study • Chan Su Ling, Chow Chia Yuin, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Nippon Paint, the leading Malaysian paint manufacturer, introduced its Child Wellness Range to create differentiation in the category and, without reducing prices, beat its copycat competitors to achieve a 75% increase in sales.

What we know about marketing to women

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.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Effective Use of Brand Purpose Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, November 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
Are portrayals of female beauty in advertising finally changing?

Article • Kathrynn Pounders, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 133-137

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
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.