Parents & families

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What we know about marketing to parents and families

Article • WARC Best Practice, January 2018

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.

Mattel's nuanced approach to tech innovation

News • 07 February 2019

Mattel, the toy manufacturer, is taking a nuanced approach to using digital technology in its products, in recognition of both the desires of parents and children, as well as the needs of its individual brands.

Why Mattel likes tech-free toys … and lets the consumer guide innovation

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Mattel, the toy manufacturer, is taking a balanced approach to integrating new technology into its products, in reflection of the specific needs of parents and children.

Sensodyne: Sensodyne Ramadan – Storytelling works

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

Lifebuoy: First Line of Defence

Case Study • Elviana Lim, WARC Media Awards, Entrant, Best Use of Data, 2018

Lifebuoy, the world's leading soap brand, created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap.

Baby Dove: Now in the Philippines

Case Study • Clarysse Estremadura, Steph King, WARC Media Awards, Entrant, Best Use of Data, 2018

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

Ella's Kitchen: Weaning Programme

Case Study • Direct Marketing Association - UK, Silver, 2018

Ella's Kitchen, a company that makes organic baby and toddler food, recruited UK parents who are beginning to wean their children by launching personalised weaning packs, tips and emails to track progress.

Pampers: Bums don’t lie

Case Study • Vandana Mehra, Manish Lohana, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2018

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

My Black is Beautiful: The Talk

Case Study • Jason Jahn, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2018

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Ala: Ala Life Stains

Case Study • MMA Smarties, Gold, LATAM, 2018

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Mastercard: Start Something Priceless with your favorite wine

Article • MMA Smarties, Bronze, LATAM, 2018

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Excella Gold: Fun Waze to learn: Nestlé Excella Gold case

Case Study • MMA Smarties, Gold, LATAM, 2018

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

Citroën: C4 Lounge - Personalized Storytelling

Case Study • MMA Smarties, Finalist, LATAM, 2018

Citroën, an automobile manufacturer, used a mobile-first campaign to personalise the lead generation process and increase sales of the C4 Lounge in Argentina.

Nestlé: Excella Gold Short Audio-Musical Stories in Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

easyJet: Not without my mom

Case Study • Patricia Ochando, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Low-cost airline easyJet used a radio, online, social media and influencer strategy to drive relevance in Spain.

Gillette: BabyFace

Case Study • Gilad Kat, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Dancow Excelnutri+: #IyaBoleh

Case Study • Rofi Yudisthira, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Nutrition, health and wellness company Nestlé used a multimedia strategy, spearheaded by interactive HD video, to relaunch its Dancow Excelnutri+ growing-up milk in Indonesia.

OMO: Less screen time, more play time

Case Study • Thuy Luong, WARC Media Awards, Bronze, Effective Use of Tech, 2018

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.

Marmite: TasteFace

Case Study • Jack Trew, WARC Media Awards, Silver, Effective Use of Tech, 2018

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.

Heinz Beanz: Geoff – A can size for every Aussie

Case Study • Linda Fagerlund, Craig McLeod, WARC Media Awards, Silver, Effective Channel Integration, 2018

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

Pepsi: Pepsi Salt – Bring back the taste of Tết

Case Study • Anh Vu, WARC Media Awards, Silver, Effective Channel Integration, 2018

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.

StarHub: Where are the parents visiting?

Case Study • Jeremy Lim, WARC Media Awards, Shortlisted, Best Use of Data, 2018

An innovative scientific approach helped StarHub, one of the top telecommunication companies in Singapore, target the optimum media platforms and channel mix for introducing a new parental control tool for mobile users.

TAI: The tranforming power of arts in digital marketing

Case Study • MMA Smarties, Finalist, Spain, 2018

TAI University Arts Center, a university art school, refreshed its online identity and promoted its brand to new audiences by launching a cross-media campaign with real-time targeting.

Mindshare/20th Century Fox: Ferdinand Mini Game

Case Study • MMA Smarties, Finalist, Spain, 2018

20th Century Fox, a film corporation, promoted its new film, Ferdinand, by launching a mobile mini game that used rewards to encourage interact with the trailer.

How to create a ‘family marketing’ strategy

Article • Anna Hamill, Event Reports, Mumbrella360, June 2018

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.
Five emerging Asian consumer trends

Article • Low Lai Chow , Event Reports, Neuromarketing World Forum, March 2018

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
What we know about marketing to parents and families

Article • WARC Best Practice, January 2018

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.
Who’s the boss? Kids influence household purchase decisions

Article • Brooke Hemphill, Event Reports, Marketing to Mums, November 2017

Kids are increasingly influential in their parent’s purchase decisions as gender roles and relationships change in families.
BuzzFeed rethinks content for millennial parents with Tasty

Article • Brooke Hemphill, Event Reports, Marketing to Mums, November 2017

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.
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.