Article
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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.
Article
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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.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2019
Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines, launched a campaign to bring awareness to kids and teens about the risks of being online and avoiding child predators in the Philippines.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.
Case Study
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Best Integrated Campaign, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Hamam, a soap brand, tackled the topic of women’s safety in India by empowering the girls of Tamil Nadu with Silambam, a martial art form that originated in the state.
Case Study
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Best Media Strategy, Consumer Products, Others, 2019
Godrej Ezee, a liquid detergent brand that positions itself on providing care, launched Ezee Hugs, a campaign urging people in north India to share some warm Ezee Hugs by donating their old woollens to the needy.
Case Study
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Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Savlon, a brand of antibacterial personal care products, increased awareness among parents and children in India by distinctly targeting each audience.
Case Study
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Best Media Innovation, Ambient Media, 2019
Case Study
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Best Media Innovation, Radio, 2019
Kinder, a confectionery product, increased positive sentiment among children and mothers in India by launching a campaign that gave kids the chance to be a comedic radio host on Children's Day.
Case Study
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Entrant, X (Global), 2019, MMA Smarties
P/S, a toothpaste brand, launched a mobile game for children and mothers in Vietnam to encourage sales of its anti-cavity toothpaste.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Biti's Kids, a footwear brand, designed a smart shoe and paired smartphone app that allowed Vietnamese parents to monitor how much physical exercise their kids were doing, as part of their education.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.
Case Study
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Best Media Strategy, Consumer Products, Others, 2019
Surf Excel, a laundry detergent brand, connected with affluent mothers in India by reframing failure as a journey that encourages learning.
Case Study
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Best Integrated Campaign, Consumer Products, Beverages and drinks, 2019
Horlicks, the malt-based drink by GSK Consumer Healthcare, launched its 'No Fear This Year' campaign in India to promote Horlicks as a healthy choice during stressful school-time exam periods.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Kissan, a ketchup, jam and squash brand, increased penetration among mothers in India by launching an online recipe timetable that promoted the use of Kissan products as ingredients.
Case Study
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Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Cleaning brands Dettol and Harpic joined forces with the Indian government’s countrywide programme of improving sanitation and launched Banega Swachh India (make India clean), a five-year awareness campaign to improve hygiene and sanitation practices, while promoting Dettol and Harpic.
Case Study
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MMA Smarties, Silver, X (Global), 2019
P/S, a toothpaste brand, launched a partnership with a child-safe social media platform to deliver content that effectively educated Vietnamese children about brushing their teeth and increased brand awareness.
Case Study
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Best Media Innovation, Print, Dailies, 2019
Dettol, the gold standard in germ protection, has a strong presence in WB in India – a critical market which constitutes 12% of its hand wash category business and 10% of Dettol business – but was losing share to competitor products.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
P/S, a toothpaste brand, successfully launched its new whitening toothpaste by creating an AI Dentist that enabled Vietnamese users to check their teeth whiteness levels, while driving product trials and sales growth.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Stage Stores, a department store company, launched an MMS trivia campaign across the US to drive engagement and connect with its target.
Case Study
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MMA Smarties, Gold, X (Global), 2019
P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Anmum, a pregnancy milk brand, created a pregnancy advice platform that allowed pregnant women and mothers to share information, while building positive brand perception in Indonesia.
