Advertising best practice, evidence and insights

Article • 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.

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/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Shortlisted, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Prize for Asian Strategy, Shortlisted, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

Tang: Tang Gets It Done

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Shortlisted, 2020

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Article • Ayantunji Gbadamosi, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 561-577

Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.

How brands pitch the feminist voice: Corporate hijack or a revolutionary step for women?

Opinion • Neeta Dsouza, August 2020

The gender divide story in India is not new but Neeta Dsouza argues that there’s room for brands, especially brands in India, to do more to elevate women and support gender equality.

How attitudes towards feminism shape responses to sexualised advertising

News • 07/08/2020

Ads that use sexualised images of women elicit similar responses from people with liberal and conservative perspectives on feminism, a study in the Journal of Advertising Research (JAR) has found.

Aussie women consider their options

News • 07/08/2020

Australian women are feeling pressured under lockdown and many are thinking about taking a new path after the pandemic comes to an end.

Mylan Saugella: Break the Taboo campaign

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020

Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.

Twitter: The Vagina Emoji

Case Study • SABRE Awards, In2 EMEA, Best Use of Social Networks, Gold, 2020

Twitter, a social media platform, encouraged women in the UK to have their smear tests by starting an open conversation on its platform in collaboration with Jo's Cervical Cancer Trust.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

OMO Sensitive: Tough on Stains. Gentle on Skin.

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO Sensitive adopted a multi-channel approach in Saudi Arabia and the UAE to win share and boost take-up among new mothers.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Jif: No More Drama

Case Study • Tala Arakji, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Jif took a data-driven dramatic approach to grow sales and increase market share for its multipurpose cleaning spray in the GCC.

Lux: More Than You Can See

Case Study • Yasmin Shehab, Dina El Dessouky, Yosr Khalifa, WARC Prize for MENA Strategy, Entrant, 2020

Soap brand Lux overhauled its image with a modern take on femininity to engage with its target and grow sales in Egypt.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Grand Prix, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

Molfix: Bonding For Life

Case Study • SABRE Awards, Gold, EMEA, 2020

Molfix, a baby products brand, increased awareness of the importance of bond attachments between mothers and their babies in Turkey by launching a presentation, leaflet and child development booklet.

Adidas: We Create History

Case Study • SABRE Awards, Gold, EMEA, 2020

Adidas, a sportswear brand, encouraged Swedes to support Swedish female footballers by launching a new women's national jersey that payed tribute to female role models.

Jet: #ClearTheStigma

Case Study • SABRE Awards, Gold, EMEA, 2020

Jet, a fashion retailer, increased awareness and reduced the stigma surrounding breast cancer in South Africa by creating bare breast tutorials with influencers and sending personalised media drops to key media personalities.

Bozoma Saint John seeks to make sure Black voices are heard in new places

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.

Women