Women

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US, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to American women since 2012.

Canada, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian women since 2010.

South Africa, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to South African women since 2010.

Australia, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Australian women since 2010.

UK, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to women in the United Kingdom since 2010.

China, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Chinese women since 2010.

Japan, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Japanese women since 2010.

India, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Indian women since 2010.

Brands and media are failing Black women

News • 17 December 2020

Marketers and media need to earn the trust of Black women because, compared to women of other races/ethnicities, they are the least likely to consider that initiatives from brands and media will play a key role in advancing women’s equality, a study

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

Perceptions of progress: The state of women’s equality in the US – Advancing equality for Black, Hispanic and Latinx women

Article • Dentsu and SeeHer, Research on WARC, December 2020

Report from Dentsu and SeeHer on gender equality, focusing on Black, Hispanic and Latinx women.

Perceptions of progress: The state of women’s equality in the US – Differences in perception by gender

Article • Dentsu and SeeHer, Research on WARC, December 2020

Report from Dentsu and SeeHer on gender equality, focusing on how perceptions of men and women differ. This is the first phase of a three-part study – Perceptions of Progress: The State of Women’s Equality in the US – by Dentsu and SeeHer. This phase looks at how perceptions of gender equality differ between men and women.

Always: Always On Bat-Mitzvah

Case Study • Gilad Kat, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Key e-commerce trends in SE Asia post-pandemic

News • 08 December 2020

Women in Southeast Asia contribute to 80% of all household buys, outshopping men by 20%, and spending 40% more time looking at online retailers, says a report from e-retailer Zalora.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

Research Paper • MRS Awards Papers, Winner, MRS Award for Healthcare Research, 2020

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

BBC World Service: Attitudes towards women’s sports, sportswomen and women in India

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

The BBC World Service, an international broadcaster, researched the perceptions of gender and sport in India and not only improved business outcomes but also contributed to Indian society.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 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.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

Enchanteur Hand & Body Lotion: AI-M (Artificial Intelligence – ‘Malaysianized')

Case Study • Kiron Kesav, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Skincare brand Wipro Unza used an innovative AI-based campaign to break through the Ramadan clutter and boost awareness of its Enchanteur hand and body lotion in Malaysia.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

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.
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.
What we know about marketing to women

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.
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.
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.
Consumers split on how brands should advertise during COVID-19

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

An overview of consumer opinion on how brands should advertise in response to the novel coronavirus (COVID-19) outbreak across 13 markets.