Women

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Dettol: Shower Gel

Case Study • MMA Smarties, Bronze, MENA, 2020

Dettol, a brand of cleaning supplies, launched a video and mini game to promote its shower gel in South Africa.

Arm & Hammer: Alternate Uses for Baking Soda

Case Study • MMA Smarties, Silver, MENA, 2020

Arm & Hammer, a brand of baking soda products, leveraged mobile gaming in the Middle East to educate users about alternative uses for baking soda.

Kotex

Case Study • MMA Smarties, Silver, MENA, 2020

Kotex, a menstrual hygiene brand, focused its campaign on mobile gaming in Saudi Arabia, Bahrain, the UAE, Oman and Kuwait with video content celebrating female Arab champions in their chosen field.

Mastercard: Mastercard SMB

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Mastercard, a financial services corporation, created a campaign in the United States to engage with women-owned small businesses, a group that was often overlooked.

Babyshop: A world we deserve

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

Sudocrem: From Sudocrem to Super-crem

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

Babyshop: Rephrasing Parenthood

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

UAE children's retailer Babyshop created a new Arabic word for parenthood and, in taking a stand for Arab mothers, saw a positive influence on its brand and business too.

Frida: Stream of lactation

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Breast care brand Frida Mom birthed a film-based campaign to present an honest portrayal of the realities of breastfeeding and raise awareness of the brand in the US.

Toyota: Everything Flipped

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Car manufacturer, Toyota, shifted long-standing perceptions of its Yaris model by partnering superstar gymnast Katelyn Ohashi for a launch campaign in the UK.

Ayuda Humanitaria Para Venezuela: The good drug trafficking

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Non-profit NGO Fundacion Colibri turned the negativity of Colombian drug-trafficking on its head to ensure the continued flow of humanitarian aid into in Venezuela.

Dove: How Dove found beauty in the time of covid

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove used the courage of healthcare workers to communicate its $7.5m Covid-19 support efforts and expand its Campaign for Real Beauty narrative in the UK.

Dove: #Showus Y2 Russia

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove grew sales and brand penetration in Russia with a TV, press and metro campaign and promotional platform that challenged Russian perceptions of beauty.

Master: Kraft Heinz Master Soy Sauce equity campaign

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.

SK-II: Change destiny

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Home Centre: A dad's job

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Home furniture retailer, Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.

Export Development Canada: Business as unusual

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Crown corporation and credit agency Export Development Canada broadened its appeal to SMEs through the creation of its Business as Unusual platform to help businesses during Covid-19.

Most Instagram and TikTok users are female, men prefer YouTube

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by gender.

The StopCut Project: Ending Female Genital Mutilation in Nigeria

Case Study • Adedeji Adeleke, Noah's Ark, WARC Cases, May 2021

Hacey, an NGO focused on championing the wellbeing of the disadvantaged in Africa, particularly women and children, took a bold step with the StopCut project to call out the perpetrators of the life-wrecking culture of female genital mutilation in Nigeria.

Diversity Marketing Consortium: Breaking down systemic barriers and helping underrepresented entrepreneurs thrive

Case Study • SABRE Awards, Silver, North America, 2021

SourceCode Communications, a PR agency, supported underrepresented businesses in the US amidst the COVID-19 pandemic by launching the Diversity Marketing Consortium which provides them with marketing services.

Gillette: Venus Brings A New Horizon of Skinclusivity to Animal Crossing

Case Study • SABRE Awards, Gold, North America, 2021

Venus, a women's razor brand, strengthened its brand imagine of helping women in the USA to feel comfortable in their skin by introducing new avatar skins to the game Animal Crossing: New Horizons.

Lenovo: New Realities Transforms Global POV on Empathy and Technology

Case Study • SABRE Awards, Gold, North America, 2021

Lenovo, a computer manufacturing company, launched a global short film series that used Virtual Reality to show people the stories of 10 extraordinary women leading the charge on critical issues.

Poise: Helping Women Bounce Back

Case Study • SABRE Awards, Gold, North America, 2021

Poise, a brand of incontinence pads, upheld its brand goal of helping liberate women from the obstacles in their way by financially supporting women owners of small businesses in the USA.

Coldwell Banker: Inclusive Ownership Program

Case Study • SABRE Awards, Gold, North America, 2021

Coldwell Banker Real Estate, real estate franchise, launched the Inclusive Ownership Program in the US to increase successful brokerage ownership of ethnic minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry.

What we know about marketing to women

Article • WARC Best Practice, May 2021

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.

Elidor: X Udemy

Case Study • MMA Smarties, Silver, EMEA, 2020

Elidor, a haircare brand, positioned itself as a brand that contributes positively to society and cares about women's development in Turkey by collaborating with an online education platform.

What we know about marketing to women

Article • WARC Best Practice, May 2021

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.
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.
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.
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.
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.
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.