Parents & families

Churchill Insurance: Little Chapters of Chill

Case Study • DMA (UK), Gold, 2020

Churchill Insurance, an insurance company, targeted younger family audiences with a mindfulness podcast, that was listened to over 54,000 times and was used as a mindfulness resource by the NHS.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Always: Always On Bat-Mitzvah

Case Study • Gilad Kat, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 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.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Rice Krispies Treats: Krispie Kitchen

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Confectionery brand Rice Krispies Treats recruited a virtual assistant to increase sales in the holiday season and boost the connection between American parents and their kids in a fun new way.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using Facebook Live to break e-commerce records.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Alcohol. Think Again: I Need You To Say No

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Alcohol. Think again, a public education programme, relaunched its campaign Parents, Young People and Alcohol to encourage more parents in Western Australia not to supply alcohol to their children under the age of 18.

The Incredible Egg: Cracking New Occasions

Case Study • Larry Gies, Molly Marshall, Shannon Smiley, WARC Media Awards, Entrant, Effective Channel Integration, 2020

The American Egg Board, which focuses on marketing and promoting eggs, increased sales by changing behaviour amongst consumers in the US.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Tropicana: Sip Your Sunshine

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Tropicana, a brand of orange juice, increased sales in a category suffering from steady decline with its joyful, optimistic campaign Sip Your Sunshine.

Mind Hong Kong: Breaking the HK Mental Health Taboo

Case Study • SABRE Awards, APAC In2, 2020

Mind Hong Kong, a mental health charity, reduced the stigma surrounding mental health in Hong Kong and encouraged more open discussion with its campaign Breaking the HK Mental Health Taboo.

Nestlé: The Little Book of Poo

Case Study • SABRE Awards, APAC, Consumer Health, Gold, 2020

Nestlé, a food brand, encouraged mothers-to-be in Hong Kong to ask their doctors about allergy prevention for their babies with its series The Little Book of Poo.

Pan American Energy: Scientific Vocations

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Pan American Energy, a multi-source energy company, launched a program to encourage young people to take up scientific vocations in Argentina through specially-created activities and content.

Mitsubishi Motors Australia: How Mitsubishi has the time of its life again and again and again

Case Study • Effies (Australia), Australian Effies, Silver, 2020

Mitsubishi, an automotive brand, became a definitive SUV brand and grew during the automotive recession in Australia.

#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, an electronics brand, connected with an Australian audience that was tired of 'authentic' influencer posts through a comedic music video and a mocking sponsored post.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Sudocrem: From Sudocrem to super-crem

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.