Women

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Mitsubishi Motors Australia: How Mitsubishi has the time of its life again and again and again

Case Study • Effies (Australia), Australian Effies, Silver, 2020

Mitsubishi, an automotive brand, became a definitive SUV brand and grew during the automotive recession in Australia.

Amgen: Big O - Speaking out against a silent disease. A strategy that convinced women osteoporosis is as serious as the Big C

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

John Frieda: Frizz Ease Weightless Wonder –Challenging haircare scepticism with breakthrough innovation

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

John Frieda, a haircare brand, promoted its brand of Frizz Ease products in the UK by launching a series of ads with diverse models and realistic before and after shots to show its products genuinely work.

Sudocrem: From Sudocrem to super-crem

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

Libresse: A messy business

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

L'Oréal Paris: No.1 and always worth it

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.

The future of marketing to womxn

Article • Research on WARC, September 2020

Brings together fresh new qualitative research, quantitative data and A/B testing from communities to better understand what Gen Z womxn want from to see from brands.

Tang: Tang Gets It Done

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Silver, 2020

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Prize for Asian Strategy, Bronze and Long-Term Strategy Award, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Vixal: Stop the Germs Party

Case Study • Cleef Chong, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

PUMA India: Propah Lady

Case Study • Shiksha Singh, Poornima Kamath, WARC Prize for Asian Strategy, Entrant, 2020

PUMA India ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers.

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Research Paper • Ayantunji Gbadamosi, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 561-577

Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, WARC Prize for Asian Strategy, Entrant, 2020

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

Dove: The 24-Hour Magazine of Natural Beauties

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Toiletries brand Dove created a content-led approach across platforms to change the beauty narrative and create disruptive awareness of its new Nourishing Secrets line, in Vietnam.

Maybelline: The foundation of fairness

Case Study • Rajesh Sharma, Suchismita Ganguli, Kanika Saxena, WARC Prize for Asian Strategy, Entrant, 2020

Cosmetics brand Maybelline ran a multi-channel campaign for its Fit Me foundation range in India to grow awareness, relevance and trial among millennials, and increase brand equity.

Santoor: Beauty Spot

Case Study • Siju RS, Sonia Bhatnagar, Kedarnath Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

Nike Woman: Back to the Beginning

Case Study • Nicholas Short, Benjamin Condit, Matthew Nolan, WARC Prize for Asian Strategy, Entrant, 2020

Sports brand Nike partnered with top female athletes to create an experiential outdoor campaign to grow relevance in the women's sector in China.

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.

Pizza Hut: Female Gamers' New Hero

Case Study • Bella Yang, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Quick-service restaurant brand Pizza Hut used social media to get female gamers in China to vote for its female avatar to become a regular character in mobile game King of Glory.

OMO: The Gentle Translator

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO Gentle on Skin linked the dual powers of AI and social in an activation that boosted penetration in Vietnam.

L'Oréal Paris: Winning Mothers' Hearts

Case Study • Sarah Shen, SukYee Lim, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

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

COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
What we know about marketing to women

Article • WARC Best Practice, February 2020

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
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 new normal: Rethinking marketing to women

Article • Jane Cunningham, Philippa Roberts and Vicky Cook, WARC Exclusive, January 2020

After femvertising, #unstereotype and ASA rulings, what next for marketing to women?
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.