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Gillette: #PlayCleanPlaySmart

Case Study • MMA Smarties, Indonesia, Gold, 2021

Gillette, the shave care brand, won over POME consumers and educated them about the usage of shaving gel in Indonesia.

Chợ Tốt: Sale 0%

Case Study • MMA Smarties, APAC, Bronze, 2021

Chợ Tốt, a C2C marketplace, launched a campaign in Vietnam to highlight that it did not need big sale events to offer bargains.

Clear: From battle to bottle – esports breakthrough

Case Study • MMA Smarties, APAC, Silver, 2021

Clear, a hair care brand, launched a campaign in China to increase brand awareness among men and reach its young male target audience using King Pro League (KPL).

Gillette: Your honor of king equipment

Case Study • MMA Smarties, APAC, Silver, 2021

Gillette, a male grooming brand, partnered with Honor of Kings to connect with Gen Z in China.

UltraTech Cement: Baat Ghar Ki – The Wikipedia of home building

Case Study • MMA Smarties, APAC, Gold, 2021

UltraTech Cement, a cement manufacturer, launched a campaign in India to help people who were building houses for the first time.

Clear: From battle to bottle – Clear China's eSports breakthrough

Case Study • MMA Smarties, Silver, X (Global), 2021

Clear, a male shampoo brand, launched a campaign in China to increase brand awareness amongst young men, increase recruitment of a young male target audience and drive e-commerce sales growth.

UltraTech Cement: How UltraTech leveraged multiple mobile channels to establish itself as a home building companion

Case Study • MMA Smarties, Silver, X (Global), 2021

UltraTech Cement, a cement manufacturer, launched a campaign in India to address all end-to-end home building queries and establish the brand as the go-to for home building related information.

Clear Men: Hijacking live game with real-time prediction

Case Study • MMA Smarties, Silver, X (Global), 2021

Clear Men, a shampoo brand, launched a campaign in Vietnam to create awareness among esports enthusiasts through differentiated brand exposure, engage with the gamer community and entice the community for product trial by making brand exposure shoppable.

VinFast: VF e34 – launching Vietnam's biggest pre-order campaign of all-time

Case Study • MMA Smarties, Bronze, X (Global), 2021

VinFast, a car manufacturer, launched a campaign in Vietnam to introduce the first Electric Vehicle (EV) car to the nation.

The good side x Movember: ‘listen and learn’

Case Study • MRS Awards Papers, Finalist, Cultural Insights, 2021

Movember, a men's mental health and wellbeing charity, launched an international campaign to create media interventions to change the conversation around men's mental wellbeing and stimulate authentic, credible behaviour change.

The good side x Movember: 'the field'

Case Study • MRS Awards Papers, Finalist, Public Policy/Social Research, 2021

Movember Health Promotions, a men's mental health and wellbeing charity, collaborated with The Good Side, an insight and creative strategy company, and launched a campaign in the UK, Canada and Australia to help young, less affluent men open up, feel safe, be vulnerable and share their realities.

Clear: From battle to bottle – Clear China's esports breakthrough

Case Study • John Dawson, Nicholas Short, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Clear, a male anti-dandruff shampoo brand, infiltrated e-sports culture to reach its target audience of young Chinese men and drive sales.

Old Spice: The unfair advantage

Case Study • Mariuca Tiron, Gilad Kat, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

Old Spice, a deodorant brand, used a game to promote its product to young men aged 14 - 29 in Romania.

TikTok: TikTok x Euros 2020 – Where fans play

Case Study • Marc Whittle, Ella Keita, Maria Luisa Galang, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

TikTok, a video-sharing social media service, launched a European campaign to increase app usage among males aged 18+.

LifeStyles Healthcare: Publicly traded

Case Study • AME Awards, Gold, 2021

LifeStyles Healthcare, a sexual wellness brand, drew awareness in Australia to the risk of catching an STI due to unprotected sex by comparing STIs to the stock market.

Head & Shoulders: Say it proud!

Case Study • AME Awards, Silver, 2021

Head & Shoulders, a hair care brand, launched a humorous campaign in Indonesia which focused on common mispronunciations of the brand’s name.

BRAUN: Formosa chang

Case Study • AME Awards, Silver, 2021

BRAUN, a personal grooming brand, increased its sales and share of voice in Taiwan by collaborating with a restaurant chain to stage a 'graffiti attack'.

Nivea Men: Ultra skill

Case Study • Ivan Shavrov, Roman Ryazanov, Pavel Osetrov, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Personal care brand, NIVEA MEN, reconsidered its traditional communications style and focused instead on understanding audience behaviours to win the hearts of gamers in Russia.

Change the Ref: Baseball

Case Study • Ellie Gogan-Tilstone, Courtney Calvert, Jane Dorsett, WARC Media Awards, Bronze, Effective Channel Integration, 2021

Gun control advocacy group, Change the Ref, intercepted the nation's favourite pastime to grab the attention of white men in the US.

Water Safety New Zealand: Personalising danger

Case Study • Chris Thomas, Alex Bunnell, Anne Lipsham, WARC Media Awards, Grand Prix + Personalisation Award, Best Use of Data, 2021

NGO Water Safety New Zealand fused historical, real-time and future data to build a predictive model based on water danger zones and reduced deaths from drowning among its male target group to zero.

Ranger: Live the Ranger life

Case Study • Kirsty Toomer, Trang Le, Ngoc Tran, Ai LeKim, WARC Media Awards, Bronze, Best Use of Data, 2021

Auto manufacturer Ford grew sales of its Ford Ranger pick-up truck in Vietnam with a multichannel strategy driven by audience segmentation and an AI-powered algorithm.

Brand in action: How Tailor and Circus underwear brings out body positivity

Opinion • WARC, November 2021

Tailor and Circus is a young Indian underwear brand that is redefining the experience for those who fall in between sizes. Making undergarments for every body type, the brand is turning underwear into a tool for people to fit in and feel free. And the brand’s communication conveys that very message with regular people modelling their products and not creating false portrayals of the perfect body. Abishek Elango, co-founder of Tailor and Circus, speaks to WARC about the idea of not just inclusive advertising but being an inclusive brand.

UltraTech Cement: Cementing India with #BaatGharKi

Case Study • Sayami Podder, Nikita Mehta, WARC Awards for Asian Strategy, 2021

Indian cement brand UltraTech ran a three-year, multi-channel campaign to increase market share and defend its leadership position.

Friends Diapers: It’s okay to pee your pants

Case Study • Abhishek Hariharan, Nikhil Pillai, Omkar Kulkarni, WARC Awards for Asian Strategy, 2021

Friends, an adult nappy brand, launched a campaign in India to tackle the stigma surrounding incontinence, particularly among men, and encourage the use of its product.

Axe: Gaming freshness that protects

Case Study • Loren Saguil, Sujay Ray, Stella Latosa, WARC Awards for Asian Strategy, 2021

Deodorant brand Axe focused on digital and online gaming to target young males in the Philippines and boost market share.

What we know about marketing to men

Article • WARC Best Practice, May 2021

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
How to market effectively to men

Article • Scott Manson, WARC Best Practice, February 2017

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.
How men shop for personal grooming products

Article • GfK, March 2015

This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.
Unstereotyped: How brands can get their gender strategy right

Article • Duncan Southgate, WARC Best Practice, August 2019

Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.