Parents & families

What we know about marketing to parents and families

Article • WARC Best Practice, May 2019

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

How to market effectively to parents and families

Article • Hanna Chalmers, WARC Best Practice, November 2016

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.

Nike capitalises on subscription buzz

News • 14 August 2019

Nike, the US sportswear giant, has outlined a new scheme designed to help parents find shoes for their children’s growing feet and changing tastes, in a signal of a broader push toward subscription models for sustainable revenue streams.

Lifebuoy: #HelpAChildReach5

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Lifebuoy, a soap brand, launched a handwashing initiative in India, Kenya and Indonesia to help prevent deaths of children aged under five by promoting hygienic handwashing routines.

P&G Vicks: Touch of Care India

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.

Canadian Down Syndrome Society: Endangered Syndrome

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.

Gillette: Handle with care

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

Bio Oil: #UnstretchedJourney

Case Study • SABRE Awards, South Asia, Superior Achievement in Measurement and Evaluation, 2019

Bio-Oil, a scar and stretchmark product, told the pregnancy experiences of Indian celebrity mothers, and the support that made sure they had an #Unstretched Journey, which led to a sales increase in India.

Godrej Interio: India Needs to Sleep@10

Case Study • SABRE Awards, South Asia, Marketing to Consumers (Existing Product), 2019

Godrej Interio, a furniture store, changed Indians' attitudes towards having a healthy sleep regime by enlisting celebrities to spread the message, and creating an app that gives insights on sleep regimes.

BookMyShow: Introducing Whole New World Of Entertainment

Case Study • SABRE Awards, South Asia, Media Relations, 2019

BookMyShow, a ticket booking service, launched an Arabian Nights-themed media event surrounding the launch of Aladdin the musical coming to India.

Pampers for Preemies

Case Study • SABRE Awards, South Asia, South/Southeast Asia, 2019

Pampers, the nappy brand, took their purpose of ensuring the happy and healthy development for every baby to premature babies in India.

Horlicks: Emotional Nutrition

Case Study • SABRE Awards, South Asia, Integrated Marketing, 2019

Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.

28 Too Many: Zero Tolerance Ribbon

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2019

28 Too Many, an anti-female genital mutilation charity, used online, direct and guerrilla marketing to create a symbol for a movement to dissuade parents from practising FGM in Egypt.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Puck: Save The Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Jotun Fenomastic Wonderwall: Kids Collection

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Market-leading interior paints brand Jotun took a creative approach to increase sales of its new product line in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

Marmite: Gene Project