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.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 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.

Johnson's Baby: Learning the real language of trust

Case Study • Sonal Jhuj, Sabir Anjuman, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Johnson's Baby, the baby-care toiletry brand, having lost brand trust following a spate of product safety concerns, halted this declining brand perception by reaching out to its target customers via social media.

Knorr: Nature's Tastiest Experiment

Case Study • Paloma Ho, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Knorr, the leading food and beverage brand, grew sales of its corn soup in Taiwan by creating an educational and interactive corn-planting experience, Nature's Tastiest Experiment.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

Kwality Dairy: Noon Assembly

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Shortlisted, Effective Innovation, 2019

Kwality Dairy, an Indian company that processes and handles dairy products, tackled the problem of vitamin deficiency among Indian children through a campaign centred around school assemblies.

What's working in baby food

Article • WARC Category Intelligence, April 2019

Global strategies, campaign updates and trends in the baby food category.

Abbott: Gift of Strength

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Food Products, 2018

Abbott, a healthcare company, increased market share in Singapore by launching an emotive video campaign, aimed at caregivers, which showed the importance of strength among seniors.

Marketing to Asia’s mothers: Tips for brands

Article • Low Lai Chow, WARC Exclusive, March 2019

Asia’s mothers are a powerful consumer demographic – but marketers need to appeal to the whole person, not just the mum.

Behind the Effective 100 Rankings: The Pedigree Child Replacement Programme

Rankings • Colenso BBDO, New Zealand, Rankings Articles, March 2019

Pedigree's Child Replacement Programme, ranked fifth in this year’s Effective 100, ensured that Pedigree put as many dogs in homes as possible by taking a humorous approach to its communications in New Zealand.

Clorox: Clean is the Beginning—Clorox with Ketchum

Case Study • SABRE Awards, Best Use of Original/Commissioned Research for PR, In2, 2019

The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video that tracks how people react to a clean room versus a dirty one.

Netflix: Prosocial – Changing the Conversation Around 13 Reasons Why

Case Study • SABRE Awards, Best in Brand Narratives, In2, 2019

Netflix, the media-services provider, overcame the negative perception of one of its shows by being proactive before the release of its second season to a global audience.

Aflac: My Special Aflac Duck

Case Study • SABRE Awards, Most Innovative Brand Marketing/Communications Professional - Brand, In2, 2019

Aflac, an American insurance company, increased sales and brand awareness in the US by providing children battling cancer with a robotic duck toy, symbolic of its logo, to comfort them throughout treatment.

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.

Marketing to single parents

Article • Chris Warren, ANA Magazine, ANA Magazine, December 2018

Marketers who ignore or misunderstand single-parent households or lump them into one distinct group are potentially missing out on a significant growth opportunity.

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.

Marketing to Asia’s mothers: Tips for brands

Article • Low Lai Chow, WARC Exclusive, March 2019

Asia’s mothers are a powerful consumer demographic – but marketers need to appeal to the whole person, not just the mum.
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.
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.