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.

Aetna: You don't join us, we join you

Case Study • AME Awards, Bronze, 2018

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

Cineplex Entertainment: A Balloon for Ben

Case Study • AME Awards, Gold, 2018

Cineplex, a theatre chain in Canada, built an emotional connection with fathers by creating A Balloon for Ben, a short film that illustrates dads' struggle of finding time to spend with their children.

PlayStation: Play Everything

Case Study • AME Awards, Bronze, 2018

PlayStation, a video gaming brand, launched the Play Everything campaign in Singapore to engage audiences.

Illuma Organic: The green parents' data farm

Case Study • AME Awards, Finalist, 2018

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

Pampers: #pamperspapa – A new generation of diapers for a new generation of papas

Case Study • AME Awards, Finalist, 2018

Pampers, a brand of baby and toddler products, launched a campaign in Germany to increase awareness of its new line, Baby Dry diapers.

Whirlpool Canada: Sama's Lunchbox

Case Study • AME Awards, Bronze, 2018

Whirlpool Canada, a leading marketer and supplier of home appliances, launched the Sama's Lunchbox campaign in Canada to bring the community together.

Milka Oreo Chocolate Launch

Case Study • Abbey Ash, Stephen McGowan, Nicole Trudo, WARC Awards, Entrant, Effective Innovation, 2018

Chocolate candy bar Milka Oreo launched in the US with custom programming across three of the country's key retailers.

Lifebuoy: 24 Hour Doctor

Case Study • AME Awards, Finalist, 2018

Lifebuoy, an anti-germ hand wash brand, launched its 24 hour doctor campaign in China to increase market share.

Recreational Boating and Fishing Foundation: Make America Bait Again – Turning the participation tide for fishing and boating

Case Study • SABRE Awards, North America, Marketing to Youth, 2018

The Recreational Boating and Fishing Foundation (RBFF), a nonprofit organization, launched a multi-channel campaign in the US to encourage more people to participate in angling and boating.

Pay with Honesty, Get Honest Tea

Case Study • SABRE Awards, North America, Special Event, 2018

Honest Tea, a tea brand, created the Pay with Honesty, Get Honest Tea campaign in the US to generate media buzz and promote honesty through pop-ups.

Evereve turns #DressLikeAMom into the ultimate compliment

Case Study • SABRE Awards, North America, Marketing to Women, 2018

Evereve, a retail brand, launched its #DressLikeAMom campaign to increase brand awareness as the place to shop for mothers in the US.

Mr. Clean, the undisputed winner of the Super Bowl

Case Study • SABRE Awards, North America, Consumer Marketing (Existing Product), 2018

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Emirates NBD: When You Grow Up

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, WARC Awards, Shortlisted, Effective Social Strategy, 2018

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

JetBlue: Little Tickets

Case Study • Ellie Gogan-Tilstone, Mihir Warty, Jane Dorsett, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2018

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

Pampers Positive

Case Study • Bang Nguyen, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Baby-care brand Pampers launched an integrated campaign to support Vietnamese mothers and challenge common parenting myths.

OMO: Not another Tide ad, but probably the dullest content in history for the least active kids in history

Case Study • Tahaab Rais, Aakriti Goel, WARC Awards, Shortlisted, Effective Social Strategy, 2018

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

UNICEF: Nudging audiences out of compassion fatigue and into action

Case Study • Cameron Roberts, Dr Zainab Khosrowtaj, Pip Bingemann, WARC Awards, Shortlisted, Effective Social Strategy, 2018

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

Johnson’s Baby: Touch

Case Study • Talha Bin Hisaam, Nadia Putri Prianti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Kleenex's route to renewed relevance

News • 09 April 2018

DANA POINT, CA: Kleenex, the iconic tissue line made by Kimberly-Clark, successfully enhanced its brand saliency with a campaign based around the power of simple, but meaningful, social connection.

Pril: One-Drop Bottle

Case Study • Ali Cheikhali, WARC Awards, Gold, Effective Innovation, 2018

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Parents drive adoption of voice tech

News • 06 April 2018

NEW YORK: It appears that parents and families are the keenest early adopters of smart speakers and voice technology, according to a new study specifically aimed at helping marketers get to grips with the emerging trend.

Kleenex: How even a brand icon has to find new ways to fight

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.