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.

Saudi Telecom Company: What are we allowing?

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020

Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.

Puck: Making meal-time fun time

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

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

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Shortlisted, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

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.

Babyshop: The Gift of Mom

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

Grand Prix Retrospective: When a campaign shakes up the gender status quo

Opinion • WARC, June 2020

Ariel’s Share The Load campaign sparked a national conversation and walked away with the Grand Prix in the 2016 edition of the WARC Prize for Asia Strategy.

Why ‘Gamer Moms’ are an untapped audience for advertisers

Article • Alex Brownsell, Event Reports, Mediatel’s The Future of Gaming online conference, May 2020

An Activision Blizzard Media report into mothers’ online gaming behaviour, and how this audience can be reached by brands.

Barnsley Premier Leisure: Your Space

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.

Vodacom: Mum & Baby Service

Case Study • SABRE Awards, Gold, Africa, 2020

Vodacom, a mobile operator, launched a Mum & Baby service in South Africa to encourage mobile engagement by equipping mothers with advice on caring for their children.

Stonyfield Organic takes its mission to new pastures