Women

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Dawlance leverages tech features amid the pandemic

Article • WARC Cases, September 2021

Refrigerator brand Dawlance’s campaign in Pakistan focused on the special features of its new models that enabled consumers to reduce their grocery shopping trips to keep food fresh for longer during the COVID-19 lockdown.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

Dove: Stop the beauty test

Case Study • Abigail Dias, Tanvi Mishra, WARC Awards for Asian Strategy, Shortlisted, 2021

Personal care brand Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

Frida Mom: From baby-centric storytelling to Mom-centric truth telling

Case Study • Jay Chiat Awards, Silver, Connection Strategy, 2021

Frida Mom, a brand of products for new mothers, promoted its new category of breast care solutions for breastfeeding mothers by launching a video that created an honest portrayal of breastfeeding.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

RIO Pads: India! Periods are red, not blue

Case Study • Manisha Sain, Devanshi Shah, WARC Awards for Asian Strategy, Shortlisted, 2021

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

Refuge: How making a number famous helped to save women's lives

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Refuge, a domestic abuse charity, made the national domestic abuse helpline famous on International Women's Day in the UK.

TENA: Our bodies change, but why should we?

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.

Bodyform: The team that lives fearlessly, so we can live fearless

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Libresse, a menstrual hygiene brand, sparked global conversations about uteruses with its international campaign #WombStories.

Toyota Yaris: How the new Toyota Yaris turned conventions on their head

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Toyota Yaris, a car brand, partnered with US gymnast Katelyn Ohashi to symbolise the brand's flip in thinking when marketing the new Toyota Yaris.

Annovera: Vagina appreciation day

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Annovera, a contraceptive products brand, launched a campaign in the US on Vagina Appreciation Day, with the aim to promote new birth control and de-stigmatize the topic of women's sexual health.

Voltaren: Paula vs. Paula

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the midst of a global pandemic, Voltaren, a brand of anti-inflammatory products, collaborated with Paula Abdul to raise awareness of the Voltaren arthritis pain gel and drive sales in the US.

Women in gaming: The real game changers

Opinion • Julia Rast, August 2021

Brands need to get serious about the games industry and the growing female presence within it, says Julia Rast of Xaxis.

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.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

Halo Heritage: Boity Collection Launch

Case Study • SABRE Awards, Africa, 2021

Halo Heritage, a natural haircare and fragrance brand, promoted the launch of its new Boity collection across South Africa by launching a three-part series that showed the hair journeys of South Africa's most prominent women.

Rural India: Propelling the Indian economy during COVID-19

Article • Neha Chauhan, WARC Exclusive, Spotlight India, August 2021

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

Financial Awareness: Financial fairness

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

BMO Harris Bank, a financial services brand, increased brand favourability in the US by launching a series of videos that showed how a lifetime of negative stereotyping inhibits a woman's confidence with money.

Why brands must break down the menopause taboo

Opinion • Helen Brain, August 2021

Did you know that menopausal women change their spending habits? There is a huge opportunity for canny advertisers, says Helen Brain.

Home Centre: A Dad's Job

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Home Centre, a home furnishing brand, celebrated Father's Day in the UAE by highlighting the role that single mothers play in their children's lives.

Stayfree: Project Free Period

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2021

Stayfree, a menstrual hygiene brand, launched its Project Free Period to give sex workers in India the opportunity to develop other skills.

Interval House: Freedom Tampons

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Interval House, a shelter for abused women and children, reached vulnerable women in Canada without their abuser's knowledge by putting key information on tampons.

Moringa EMO: Forbidden Beauty

Case Study • David Yaghoobi, Mir Damoon Mir, WARC Prize for MENA Strategy, Entrant, 2021

Moringa EMO, the health and beauty product, successfully launched its new line into a turbulent local market in Iran.

Dove: #Stopthebeautytest

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Dove, a personal care brand, challenged beauty stereotypes in India with its #StopTheBeatyTest campaign.

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.
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.
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.
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 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.