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Female (and male) consumers spend more on brands that portray women accurately in ads

Article • Elana Morris, Event Reports, ANA Measurement and Accountability conference, December 2021

The bar for accurately portraying women in advertising is higher than ever, according to a study by the Association of National Advertisers’ (ANA) SeeHer initiative and research firm IRI.

LACTOGROW: Dream big – grow happy campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Lactogrow, the growing up milk brand, wanted to overcome its main competitors and establish prominence in the category in Indonesia.

Wardah: Heart to heart

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, wanted to own the Ramadan moment to strengthen its position as pioneer of Halal cosmetics in Indonesia.

S-26 Procal GOLD: The science behind exceptional #DariBelajarJadiHebat

Case Study • MMA Smarties, Indonesia, Bronze, 2021

S-26 Procal Gold, the growing up milk brand, aimed to reinforce its position as the advocate of exceptional learning and become mums' reliable partner in Indonesia.

Wardah: Colorfit ultra light – colors that fly me to Korea

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, launched a limited edition of its best seller lipstick in Indonesia.

Rejoice: Jeju rose "Mendadak K-Drama"

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Rejoice, the shampoo brand, saw an opportunity to launch affordable Korean-inspired shampoo in Indonesia.

Pond's: Age miracle #SekarangUntukNanti

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pond's, the skincare brand, wanted to get young women to care about their skin amidst the pandemic in Indonesia.

Pantene: Sound of Rambut Maksimal

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pantene, the hair care product brand, launched new packaging on its product in Indonesia.

DANCOW Nutritods: #BundaBangga campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Dancow Nutritods, the growing up milk brand, aimed to drive penetration by positioning itself as Indonesian mother's greatest ally in Indonesia.

NANKID: #SiapkanSekarang 2.0

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Nankid, the growing up milk brand, hoped to position itself as the trusted allergy prevention specialist that mums turn to in Indonesia.

Paddle Pop: Let children play

Case Study • MMA Smarties, Indonesia, Silver, 2021

Paddle Pop, the ice cream brand, attempted to build more meaningful connection with its audience in Indonesia.

Wyeth Gold: Fun progressive learning with augmented reality

Case Study • MMA Smarties, Indonesia, Gold, 2021

Wyeth GOLD, the milk powder brand, wanted to encourage mothers to adopt progressive learning to stimulate the growth of kids in Indonesia.

Pocari Sweat: Get well soon

Case Study • MMA Smarties, Indonesia, Gold, 2021

Pocari Sweat, the sports drink brand, aimed to cover the wider issue of fevers during the COVID-19 pandemic and educate audiences with the main functionality of its product in Indonesia.

Cheerios: Moments of Good

Case Study • WARC Cases, 2019

Cheerios, a cereal brand, increased sales in Walmart by delighting customers with “Moments of Good” – in-store demos and surprises for shoppers.

Redoxon: Turn your guilty pleasure into healthy pleasure

Case Study • MMA Smarties, APAC, Gold, 2021

Redoxon, a vitamin supplement brand, launched a campaign in Vietnam to grow sales and maintain its position as the market leader.

Whisper: Keep girls in school

Case Study • MMA Smarties, APAC, Bronze, 2021

Whisper, a feminine hygiene brand, launched the 'Keep Girls in School' programme in India to increase sales of its products and help girls stay in school.

Eskinol: Be the star – first ever online celebrity search

Case Study • MMA Smarties, APAC, Bronze, 2021

Eskinol Naturals, a facial care brand, launched a campaign in the Philippines to build awareness, regain relevance and increase market share.

Maybelline: The journey to inspire Gen Z

Case Study • MMA Smarties, APAC, Bronze, 2021

Maybelline New York, a makeup brand, launched the Mấy Bé Lì campaign in Vietnam to connect with Gen Z.

L'Oréal Paris: Chính Nữ campaign

Case Study • MMA Smarties, APAC, Gold, 2021

L'Oréal Paris Vietnam, a beauty brand, launched a campaign in Vietnam to change perceptions of women and increase awareness and relevancy.

Lux: #Unstoppable China

Case Study • MMA Smarties, APAC, Bronze, 2021

Lux, a personal care brand, launched a campaign in China to fight sexism and connect with Gen Z.

Baby Dove: #RealMomsVillage chatbot – a data-driven campaign recognizing moms' needs

Case Study • MMA Smarties, APAC, Silver, 2021

Baby Dove, a baby care brand, launched a campaign in the Philippines to improve data collection from mothers.

Whoo: Discount around you

Case Study • MMA Smarties, APAC, Bronze, 2021

Whoo, a premium skin care brand, launched a campaign in Taiwan to increase footfall in its physical stores.

Dove: #CheckYourself

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

Dove, a personal care brand, launched a campaign in Sweden to educate young women about the importance of self-checking for signs of breast cancer and amplify the association between Dove and Pink Ribbon.

Kotex: SOS Button

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

Kotex, a menstrual hygiene product brand, launched a campaign in Russia to increase purchase consideration and market share to try and close the gap with leading brands.

GS Shop: Moloco dynamic creative optimization achieves 4000% ROAS

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

GS SHOP, a TV home shopping company, launched a campaign in Korea to increase active app users and the ratio of in-app revenue over total revenue.

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.
What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.
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.
Women in advertising

Article • Ipsos Views, Research on WARC, August 2021

Media and advertising play an important role in our culture and reflect the social norms of our society.
How to market effectively to women

Article • Sue Unerman, WARC Best Practice, June 2017

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.
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.