Article
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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.
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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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.
Case Study
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Best Media Innovation, Television, 2019
Vaseline, a hygiene and skincare brand, created content for TV shows in India to increase brand awareness during the peak season for body lotion sales.
Case Study
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Best Integrated Campaign, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Hamam, a soap brand, tackled the topic of women’s safety in India by empowering the girls of Tamil Nadu with Silambam, a martial art form that originated in the state.
Case Study
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Best Media Strategy, Consumer Products, Others, 2019
Godrej Ezee, a liquid detergent brand that positions itself on providing care, launched Ezee Hugs, a campaign urging people in north India to share some warm Ezee Hugs by donating their old woollens to the needy.
Case Study
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Best Media Innovation, Branded Content, 2019
Toilet cleaner brand Harpic partnered with Dainik Jagranthe, India’s leading Hindi newspaper, leveraging the strength of its circulation to educate readers about the dangers of open defection and encourage the adoption of toilets.
Case Study
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Silver, X (Global), 2019, MMA Smarties
Samsung, a technology company, increased positive sentiment among millennials in the US by launching a social video campaign, which created shareable pet moments using the slow-motion feature on the Galaxy S9.
Case Study
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Best Media Innovation, Radio, 2019
Kinder, a confectionery product, increased positive sentiment among children and mothers in India by launching a campaign that gave kids the chance to be a comedic radio host on Children's Day.
Case Study
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Entrant, X (Global), 2019, MMA Smarties
P/S, a toothpaste brand, launched a mobile game for children and mothers in Vietnam to encourage sales of its anti-cavity toothpaste.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.
Case Study
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Best Integrated Campaign, Consumer Products, Beverages and drinks, 2019
Horlicks, the malt-based drink by GSK Consumer Healthcare, launched its 'No Fear This Year' campaign in India to promote Horlicks as a healthy choice during stressful school-time exam periods.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Kissan, a ketchup, jam and squash brand, increased penetration among mothers in India by launching an online recipe timetable that promoted the use of Kissan products as ingredients.
Case Study
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Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Cleaning brands Dettol and Harpic joined forces with the Indian government’s countrywide programme of improving sanitation and launched Banega Swachh India (make India clean), a five-year awareness campaign to improve hygiene and sanitation practices, while promoting Dettol and Harpic.
Case Study
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Best Ongoing Media Campaign, 2019
Tata Tea, a tea brand, created a series of campaigns in rural India, using its case marketing asset JaagoRe to increase brand affinity and sales.
Case Study
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Best Media Innovation, Print, Dailies, 2019
Dettol, the gold standard in germ protection, has a strong presence in WB in India – a critical market which constitutes 12% of its hand wash category business and 10% of Dettol business – but was losing share to competitor products.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Meesho, a social commerce platform, launched a digital campaign that successfully increased its user acquisition numbers in India, through the use of geo-targeted ads and AI-driven algorithms.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
P/S, a toothpaste brand, successfully launched its new whitening toothpaste by creating an AI Dentist that enabled Vietnamese users to check their teeth whiteness levels, while driving product trials and sales growth.
Case Study
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Best Integrated Campaign, Consumer Products, Confectionery and food, 2019
Sugar Free, the market leader in India's artificial sweetener category, increased penetration with a 'sugar-free India' message and induced shoppers to opt for Sugar Free as the healthier option to cane sugar.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Stage Stores, a department store company, launched an MMS trivia campaign across the US to drive engagement and connect with its target.
Case Study
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Best Media Strategy, Consumer Products, Confectionery and food, 2019
Aashirvaad Atta, India's No 1 branded atta, tackled a potentially damaging viral 'fake news' video that threatened its reputation with a 'Brand Voice' counter-campaign.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Tuenti, a mobile network operator, increased sales in Argentina by launchng a video game that placed its female heroine at the center of a fight against gender stereotypes, during Women's Day.
Case Study
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MMA Smarties, Silver, X (Global), 2019
To increase sales in the Brazilian market, beauty brand Avon launched an eight-hour make-up tutorial that showcased its products while giving viewers "one hour only" real-time discounts for each item presented.
