Parents & families

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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.

P&G: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Marmite: Gene Project

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

Reckitt Benckiser: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Anglian Water’s First Water Funfair

Case Study • Design Business Association, Gold, 2019

Anglian Water, a water company, increased engagement in the UK by designing a funfair-themed consultation event that inspired families to engage with Anglian Water.

Berrywood Primary School: Green Heroes

Case Study • Design Business Association, Bronze, 2019

Green Heroes, a project designed to enhance children's knowledge and awareness of environmental issues, redesigned its website and created a colourful brand identity to promote its project at a UK school.

22 Street Lane Nursery

Case Study • Design Business Association, Bronze, 2019

22 Street Lane, a premium nursery brand, increased sign-ups to its nursery in the UK by creating a brand identity that used cues from luxury resorts and brands.

Great Ormond Street Hospital: Superhope

Case Study • SABRE Awards, EMEA, Healthcare Providers, Gold, 2019

Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.

Merck Sharp & Dohme: WTF is HPV?

Case Study • SABRE Awards, EMEA, Pharmaceutical: Rx, Gold, 2019

Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

Pfizer Vaccines UK: #24YouHaveThePower

Case Study • SABRE Awards, EMEA, Superior Achievement in Research and Planning, Diamond, 2019

Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

Hungarian Telekom : Senior Gamer Club

Case Study • SABRE Awards, EMEA, Telecommunications , Gold, 2019

Telecoms company Telekom, used a native media campaign with gaming as its central idea to teach digital skills to grandparents in Hungary.

The Institution of Engineering and Technology: The Sound of Engineering

Case Study • SABRE Awards, EMEA, Educational & Cultural Institutions, Gold, 2019

The Institution of Engineering and Technology, one of the world’s largest engineering institutions, created a music video engineered entirely by children to encourage more of them into science, technology, engineering and mathematics (STEM) subjects in the UK.

Trygg Trafikk (Norwegian Council for Road Safety) & If: Some battles are worth fighting

Case Study • SABRE Awards, In2 EMEA, Best Persuasive Content, Gold

Trygg Trafikk, the Norwegian Council for Road Safety, encouraged parents to secure their infant children facing the rear of the car through a video dramatizing the small battles parents fight with children every day.

Philips: Avent - The Science of Caring

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold

Philips Avent, the UK baby care company, engaged consumers in Romania by involving men in their communications to parents.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa & EMEA, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion

Case Study • SABRE Awards, North America, Branded Journalism, Gold, 2019

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Medela: #22Victories

Case Study • SABRE Awards, North America, Marketing to Women, Gold, 2019

Medela, a breast pump brand, supported mothers beginning to breastfeed by creating an integrated campaign that partnered with real mothers to show real struggles in the first three weeks.

Primrose Schools Helps Working Parents #LetGuiltGo: Primrose Schools

Case Study • SABRE Awards, North America, Educational & Cultural Institutions, Gold, 2019

Primrose Schools, a national early education and care provider, sent working moms a message of well-deserved reassurance and appreciation that differentiated the brand in the competitive early education market in the US.

Washington Traffic Safety Commission: Reducing Distracted Driving in Washington State

Case Study • SABRE Awards, North America, Government Agencies, Gold, 2019

Washington Traffic Safety Commission (WSTC) launched a new distracted driving law, making it illegal to hold or use a cell phone while driving in the state, resulting in a 40% reduction in people touching their phones while in a car.

Jotun Fenomastic Wonderwall: Kid Collection

Case Study • Alvaro Bretel, WARC Awards, Entrant, Effective Content Strategy, 2019

Paint brand Jotun worked with children to appeal to parents and increase sales of its premium product in the Arabian Gulf.

Maxis HuatAR: Interview with a lion

Case Study • Chan Su Ling, Galen Lau, WARC Awards, Entrant, Effective Content Strategy, 2019

Maxis, the premium Malaysian telco brand, created brand standout and increased sales during Chinese New Year in Malaysia through an AR based app.

Hasbro Gaming: #TimeToPlay

Case Study • Viviana Sampugnaro, WARC Awards, Entrant, Effective Content Strategy, 2019

Hasbro, the multinational toy manufacturer, drove sales in Italy by launching a digital campaign that targeted under 13s and their parents.

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.
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.
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.