Parents & families

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.

My Black is Beautiful: The Talk

Case Study • Jason Jahn, WARC Media Awards, Shortlisted, 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.

Pampers: Bums don’t lie

Case Study • Vandana Mehra, Manish Lohana, WARC Media Awards, Shortlisted, 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.

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.

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.

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.

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.

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.

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.

OMO: Less screen time, more play time

Case Study • Thuy Luong, WARC Media Awards, Shortlisted, 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.

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.

Marmite: TasteFace

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

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

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.

Heinz Beanz: Geoff – A can size for every Aussie

Case Study • Linda Fagerlund, Craig McLeod, WARC Media Awards, Shortlisted, 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, Shortlisted, 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.

Lexus: Every moment holds a little delight

Case Study • Candy How, Rachel Chew, WARC Prize for Asian Strategy, Entrant, 2018

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Cigna Hong Kong: Health insurance as it should be

Case Study • Jaslin Goh, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

KFC: Golden Prawn System (GPS)

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Family-centric quick-service food brand KFC used a multi-media campaign to launch a new product variant and increase family footfall in Malaysia.

Nestlé NAN Optipro 3: When the parents meet the experts

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

MARIGOLD HL Milk: Care to Share Your Heart

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

MARIGOLD HL Milk, the Singaporean dairy company, grew volume share and top-of-mind awareness by running a campaign focused on cholesterol awareness.

Odomos: The 'uniform' approach to behaviour change

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.

P&G Indonesia: Creating a Song for Forgiveness this Ramadan

Case Study • Mala Ilmalana, Sharan Sood, WARC Prize for Asian Strategy, Entrant, 2018

P&G, the manufacturer of family, personal and household care products, produced a song at Ramadan to increase share across all categories in Indonesia.

Kissan Ketchup: Kissan Tiffin Timetable

Case Study • Brajesh Dwivedi, Ruchir Bajoria, WARC Prize for Asian Strategy, Entrant, 2018

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.