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Johnson's Baby: Simplex – Makes the Complex, Simple

Case Study • Daniel Khor, Aparna Krishnan, WARC Prize for Asian Strategy, Entrant, 2020

Baby care brand Johnson's Baby used a display and Facebook ad strategy, driven by a contextual engine, to gain trust and relevance among mothers in Malaysia.

WaterWipes: #ThisIsParenthood

Case Study • SABRE Awards, Diamond, EMEA, 2020

WaterWipes, a baby wipes brand, increased market share globally by creating a documentary-style video that showed the real and honest life of being a parent.

Molfix: Bonding For Life

Case Study • SABRE Awards, Gold, EMEA, 2020

Molfix, a baby products brand, increased awareness of the importance of bond attachments between mothers and their babies in Turkey by launching a presentation, leaflet and child development booklet.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Advertiser Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Pampers: #LoveTheChange changing tables commitment

Case Study • SABRE Awards, Gold, North America, 2020

Pampers, a nappy brand, partnered with influencers and celebrity partner John Legend to promote the need for more changing tables in men's toilets in the US and Canada as part of its mission to celebrate hands-on dads.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

Pampers: The Long Awaited First Touch

Rankings • WARC Effective 100, 2020

Pampers, a nappy brand, launched a campaign film and mobile activation in China that allowed mothers to send a touch of love to premature babies in intensive care, placing the health and wellbeing of premature babies at the heart of its campaign.

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.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

How P&G is linking consumer insight with “constructive disruption”

Article • Stephen Whiteside, Event Reports, CES, January 2020

Procter & Gamble, the consumer packaged goods manufacturer, is pursuing an approach called “constructive disruption” as it seeks to deliver innovative, compelling products.

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.

Zwitsal Baby Shampoo

Case Study • MMA Smarties, Silver, Indonesia, 2019

Infant shampoo brand Zwitsal created an augmented reality gamification strategy to drive children to play outside to showcase its sun protection capabilities in Indonesia.

Johnson's Baby: Choose Gentle

Case Study • MMA Smarties, Finalist, LATAM, 2019

Johnson's Baby, a cosmetics and skincare brand, successfully increased sales by relaunching its rebranded haircare products using a multi-platform campaign in Mexico.

Pampers: Tiny Babies, Big Impact

Case Study • Sherie Chua, Paul Copeland, Falk Fuhrmann, WARC Prize for Asian Strategy, Entrant, 2019

International diaper brand Pampers launched a sales activation strategy in China to drive sales of its premium nappies by placing the health and wellbeing of premature babies at the heart of its campaign.

Babi Mild: My Beloved Monster

Case Study • Sasirapat Sibunruang, Sawanya Pattananarak, WARC Prize for Asian Strategy, Entrant, 2019

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Pampers for Preemies

Case Study • SABRE Awards, South Asia, South/Southeast Asia, 2019

Pampers, the nappy brand, took their purpose of ensuring the happy and healthy development for every baby to premature babies in India.

Elvie: Elvie Pump on the catwalk at London Fashion Week

Case Study • SABRE Awards, EMEA, Consumer Marketing (New Product), Gold, 2019

Elvie, the brand that pioneers smart technology for women, used a live stunt at London Fashion Week to launch its Elvie Pump breast pump globally.

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.

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.

Milking My Ladies: Launching the Elvie Pump

Case Study • SABRE Awards, North America, Consumer Electronics, Gold, 2019

Elvie, a feminine technology brand, promoted its new breast pump product in the US by launching a stunt at London Fashion week that saw a new mum walk the catwalk wearing the pump.

Baby Dove: Big Steps to Success

Case Study • Clarysse Estremadura, Steph King, WARC Awards, Entrant, Effective Content Strategy, 2019

Infant personal-care brand Baby Dove used a data-led digital campaign to grow its brand business and launch in the Philippines.

Johnson's Baby: The pursuit of influence, not just the influencer

Case Study • Sonal Jhuj, Sabir Anjuman, WARC Awards, Entrant, Effective Social Strategy, 2019

Johnson's Baby, the global baby care brand, repaired damaged brand reputation and reversed declining sales in India by revamping its product line and reaching out to its target audience to change mindsets and restore trust.

Johnson's Baby: Learning the real language of trust

Case Study • Sonal Jhuj, Sabir Anjuman, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Johnson's Baby, the baby-care toiletry brand, having lost brand trust following a spate of product safety concerns, halted this declining brand perception by reaching out to its target customers via social media.

Baby Mild: My Beloved Monster

Case Study • Sawanya Pattananarak, WARC Awards, Entrant, Effective Social Strategy, 2019

Huggies defies Cultural Tide with an embrace

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Integrated Use of Media, 2018

Huggies, the disposable nappy brand, took a long-term approach to brand building in Vietnam to increase sales.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.