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.

How Toys “R” Us Canada bounced back

News • 19 March 2020

Toys “R” Us Canada, the toy retailer, offers several valuable lessons about how brands can respond to a time of crisis in effective ways.

Marketing under duress: How Toys “R” Us Canada emerged from the shadow of bankruptcy

Article • Geoffrey Precourt, Event Reports, DX3, March 2020

Toys “R” Us Canada faced the challenge of re-engaging consumers after separating from its previous parent company, which had entered into bankruptcy.

BBVA: We Learn Together

Case Study • Case Studies on WARC, 2018

BBVA, the Spanish financial services company, positively affected consumer perceptions at a critical time through an educational programme that created real social impact.

How a pop-up community helped Kindoh launch in Germany

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.

Tencent Video announces 20 May as its 'Love's Official Declaration Day'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Tencent Video desired to find its own 'festival positioning' in the marketing calendar, just like how Tmall created the Double Eleven or Singles' Day (denoted as 11.11), and JD the 6.18 festival.

Buondì Motta: The Asteroid

Case Study • Case Studies on WARC, 2017

Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.

American Pecan Council: The Super American Pecan-A-Thon

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020

American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.

360PR helps Stonyfield Organic take its mission to new pastures

Case Study • SABRE Awards, IN2, North America, Best in Social Good + Public Service, 2020

Dairy company Stonyfield Organic created #PlayFree, an on-ground initiative to remove pesticides from children's playing fields and community spaces and underscore the brand's organic credentials in the US.

Jinlingguan, Babyshop and Primrose Schools: addressing the millennial parent

Opinion • Chiara Manco, January 2020

As millennials become parents, WARC’s Chiara Manco focuses on three brands that have successfully targeted them at this new life-stage.

How Twinings infused a new kids’ drink with real-life needs and parents’ expertise: New consumer insights delivering commercial success and health benefits for kids

Research Paper • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019

Twinings, a tea brand, created an agile and innovative research project that delivered one of the most successful new drinks concepts ever tested – while ultimately aiming to make children healthier in the UK.

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

Uniqlo: Top Gifting Choice

Case Study • Benjamin Condit, Colin Xu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Clothing brand Uniqlo focused on Chinese New Year as an opportunity to target young consumers and drive sales.

Vinasoy: Fami Base – good taste to catch TV moments

Case Study • Hang Nguyen, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Soya brand Vinasoy used TV-patented, fingerprint technology to deliver targeted ads to multi-screeners and strengthen its position in the soya milk category in Vietnam.

Children's Panadol: First Timers

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Media Awards, Silver, Effective Use of Tech, 2019

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

L'Oréal: Winning Mothers' Hearts

Case Study • Sarah Shen, Lim Suk Yee, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Makeup brand L'Oréal Paris partnered with parenting app, Qin Baobao to boost trial of its new Filler Eye for Face product among young mothers in China.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Media Awards, Silver and Effective Native Special Award, Effective Use of Partnerships and Sponsorships, 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.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Soumya Ranjan Panda, Linh Ngo, WARC Media Awards, Bronze, Best Use of Data, 2019

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Wall's: Not to Be Served Cold

Case Study • Ha Tran, Nga LeNgoc, Anish Appukuttan, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Wall's, the market leader in Vietnam's ice cream category, faced stiff competition from local players and wanted to redress the balance and strengthen its position.

Selecta: Select 'Grabs' a sweet treat

Case Study • Pam Agpoon, Meryl Yap, Abhishek Gupta, WARC Media Awards, Entrant, Best Use of Data, 2019

Selecta, the top-selling ice cream brand in the Philippines, increased brand awareness by partnering with ride-hailing app Grab to spread time-based family bonding messages to busy professionals.

Johnson's Baby: Choose Gentle

Case Study • Paulina Ballina Zarco, Victoria Iviglia, Samantha Jocelyn Gonzalez, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Multinational Johnson & Johnson used a mobile-first strategy to relaunch its Baby line in Mexico.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Channel Integration, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.