Women

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Corteva Agriscience: Talent-A Supporting Rural Women

Case Study • SABRE Awards, EMEA, Gold, 2021

Corteva Agriscience, a seed technology, crop protection and digital agriculture company, created a project to support rural women in Spain.

SBB Swiss Federal Railways: Back to Business

Case Study • SABRE Awards, EMEA, Gold, 2021

Swiss Federal Railways (SBB), a transport company, launched its Back to Business programme to empower Swiss mothers to return to work.

Estée Lauder Companies: Time To Unite

Case Study • SABRE Awards, EMEA, Gold, 2021

Estée Lauder, a personal care brand, launched its Time to Unite campaign to encourage women and men in the UK and Ireland to check regularly for early signs of breast cancer.

Essity: The Magic Triangle

Case Study • SABRE Awards, EMEA, Gold, 2021

Essity, a health and hygiene company, and its femcare brand Nuvenia, aimed to break down the barriers in Italy surrounding female intimacy.

Polish Railway Lines: First Sticker That Saved People’s Lives

Case Study • SABRE Awards, EMEA, Gold, 2021

Polish Railway Lines, a rail-road company, launched a social educational campaign Safe Rail-road Level Crossing to increase drivers' awareness of safety in Poland.

Karo Pharma/Asan: Reclaim intimacy

Case Study • SABRE Awards, EMEA, Gold, 2021

Asan, an intimate hygiene brand, created a sex education video to show young people in Norway what real intimacy looks like.

Simple: #ChooseKindness

Case Study • SABRE Awards, EMEA, Gold, 2021

Simple, a skincare brand, quickly redesigned the launch of its new Simple Daily Skin Detox product range in Turkey to stand by actress and influencer Asli Bekiroglu and condemn cyberbullying.

Olay’s “Maximize, Don’t Minimize Me” delivers inclusive, intersectional view of beauty

Article • Ben Bold, Event Reports, Lions Live, June 2021

Olay, the skincare brand owned by Procter & Gamble, has used its “Maximize, Don’t Minimize Me” campaign as a rallying cry for women’s empowerment.

Will Victoria’s Secret fly without its angels?

Opinion • Eva McCloskey, June 2021

Eva McCloskey, from the Academy of Interactive & Visual Arts in New York, discusses the steps being taken by Victoria’s Secret in an effort to make the lingerie brand more inclusive.

An-Nahar: The new National Anthem Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2021

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Puck: Fuel Their Dreams

Case Study • Tala Arakji, Mario Morby, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Spreadable cream cheese brand Puck created a digital platform to raise spirits while boosting sales and growing share in Saudi Arabia.

Diari: A journey across Tunisia

Case Study • Tahaab Rais, Tala Arakji, Mongi Bhouri, WARC Prize for MENA Strategy, Shortlisted, 2021

Couscous brand, Diari, celebrated both its 40th anniversary and the end of the lockdowns with an uplifting branded-content documentary series in Tunisia.

SK-II’s in-house production studio helps take its brand purpose to the next level

Article • Ben Bold, Event Reports, Lions Live, June 2021

SK-II, a high-end skincare brand owned by Procter & Gamble, has invested in dedicated in-house production capabilities to further drive its brand purpose.

ABAAD Resource Centre for Gender Equality: #ShameOnWho

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged women in Lebanon to speak out and report their sexual assault cases by conducting a social experiment and immersive play to break taboos and highlight the shame they endure.

L'Oréal: The Non-Issue

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

L'Oréal Paris, a makeup brand, collaborated with Vogue to release a special edition of the magazine in the UK called The Non-Issue which celebrated older women's worth.

Federal government of Brazil: Mistaken love song

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Federal Government of Brazil, a presidential constitutional republic, encouraged women in Brazil to report cases of domestic violence by launching a hit song with a hidden message.

ABAAD Resource Centre for Gender Equality: #UNDRESS522

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged the abolishment of article 522 in Lebanon, which exonerates rapists if they are married to their victim, by launching a graphic film that shows a wedding dress does not cover the crime.

KP Snacks: Skips

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Skips, a crisp snack brand, increased sales and distribution in the UK by redesigning its packaging to focus on its nutritional promise and the tongue tingling sensation of eating Skips.

Babyshop: Parenthood rephrased

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

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

Dettol: Shower Gel

Case Study • MMA Smarties, Bronze, MENA, 2020

Dettol, a brand of cleaning supplies, launched a video and mini game to promote its shower gel in South Africa.

Arm & Hammer: Alternate Uses for Baking Soda

Case Study • MMA Smarties, Silver, MENA, 2020

Arm & Hammer, a brand of baking soda products, leveraged mobile gaming in the Middle East to educate users about alternative uses for baking soda.

Kotex

Case Study • MMA Smarties, Silver, MENA, 2020

Kotex, a menstrual hygiene brand, focused its campaign on mobile gaming in Saudi Arabia, Bahrain, the UAE, Oman and Kuwait with video content celebrating female Arab champions in their chosen field.

Mastercard: Mastercard SMB

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Mastercard, a financial services corporation, created a campaign in the United States to engage with women-owned small businesses, a group that was often overlooked.

Frida: Stream of lactation

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Breast care brand Frida Mom birthed a film-based campaign to present an honest portrayal of the realities of breastfeeding and raise awareness of the brand in the US.

What we know about marketing to women

Article • WARC Best Practice, May 2021

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.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
The future 100

Article • 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.
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.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.