Children

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ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

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

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Indian consumers concerned about misleading ads targeting children

News • 05 October 2020

Most Indian consumers (75%) feel that children are being misled in many advertisements for apps, gaming and other online services, according to a survey by social community platform Local Circles.

Simpler content rules for Australian broadcasters as children’s quotas scrapped

News • 30 September 2020

From next year, Australian broadcasters will no longer need to air an annual quota of 260 hours of kids’ programming, along with 130 hours of pre-school content, following a government shake up of regulations.

UK children now spend more on video games than books

News • 17 September 2020

Children’s spending habits in the UK shifted decisively towards online games since lockdown began earlier this year, according to a new survey that also found children have been saving record amounts of their pocket money.

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.

GrabFood: Delivery Doodles

Case Study • Sulin Lau, Jessica Seow, WARC Prize for Asian Strategy, Entrant, 2020

Food delivery platform GrabFood used an AI-based initiative to tap in to a new source of demand for local food delivery and reverse a short-term decline in Southeast Asia.

Children’s magazines boom in lockdown

News • 26 August 2020

In the absence of school, and with parents anxious to keep kids both entertained and informed, children’s publishers in the UK are a rare source of light in a gloomy publishing market.

Children’s content creators a key conversion channel for brands in APAC

News • 18 August 2020

Content creators in Asia Pacific are proving immensely influential in purchase decisions made around children’s products, according to the latest 2020 Kids Digital Insights study by digital media company TotallyAwesome.

The new rules of the virtual playground

Article • Pete Maginn, WARC Exclusive, August 2020

Children are using gaming platforms like Roblox and Minecraft to virtually meet and play.

Children’s influence on parental purchase decisions: Scale development and validation

Research Paper • Vytautas Dikcius, Sigitas Urbonavicius, Vilmante Pakalniskiene, and Indre Pikturniene, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 449-467

The article concentrates on the delineation between children's participation and children's influence in a family purchasing process.

Looking forward: Philippine predictions post-lockdown and beyond

Article • dentsu, Research on WARC, June 2020

The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.

SomeBuddy: Not on our watch! Time to STOP social media abuse with AI

Case Study • SABRE Awards, In2 EMEA, PR Agency Citizenship, Silver, 2020

Someturva, an AI-based online legal service for people who have become victims of bullying, encouraged victims of social media bullying to come forward by launching social media awareness campaigns in Finland.

Nestlé: Nutrition Cart

Case Study • Mona Hassanie, Catherine Asseily, WARC Prize for MENA Strategy, Entrant, 2020

The Nestlé for Healthier Kids global initiative repurposed children's shopping carts in Carrefour supermarkets to deliver a healthy eating message in the United Arab Emirates.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Saudi Telecom Company: What are we allowing?

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020

Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.

NLB: Writer on demand

Case Study • SABRE Awards, Gold, EMEA, 2020

The Norwegian Library of Talking Books and Braille (NLB) promoted its offering of audiobooks and braille books in Norway by launching Writer on demand, which offered the winner of its competition a famous author as a prize.

Adidas: We Create History

Case Study • SABRE Awards, Gold, EMEA, 2020

Adidas, a sportswear brand, encouraged Swedes to support Swedish female footballers by launching a new women's national jersey that payed tribute to female role models.

How children are coping with lockdown

News • 14 June 2020

Amid the understandable concerns around the health of people and the economy, the needs of children have tended to come further down the list – but this lockdown period will be a formative experience for this generation that brands will need to appre

Children now spending as much time on TikTok as YouTube

Data • Rob Clapp, WARC Data Points, June 2020

An overview of digital media use by children in Spain, the UK and the US in 2019 and 2020.

The kids are alright: The Beano’s insights on Gen Alpha in lockdown

Article • Brian Carruthers, Event Reports, the Digital Transformation Conference, June 2020

Beano, the children’s publisher, has undertaken research into how its target audience is coping with life during lockdown.

WarnerMedia: Cartoon Network Soccer Superfan

Case Study • SABRE Awards, Gold, Africa, 2020

Cartoon Network, a cable channel, launched a new season of the most popular soccer animation series in South Africa and partnered with Supersport United Soccer Schools to promote soccer among children.

Laut gegen Nazis: #unfollowme - the hashtag against hate.

Case Study • AME Awards, Bronze, 2020

Laut gegen Nazis, an initiative against growing right-wing extremism, discouraged hate comments in Germany by partnering with influencers and getting them to take a stand by telling extremist followers to unfollow them.

WHSmith: Pop-Up Books

Case Study • AME Awards, Bronze, 2020

WHSmith, a book retailer, drove sales and footfall through a gamification strategy in the United Arab Emirates.

Saudi Telecom Company: What are we allowing

Case Study • Dana Alkutoubi, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Telecoms operator stc used a multimedia campaign to highlight the dangers lurking online and launch its Tuby child protection app to parents in Saudi Arabia.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

The kids are alright: The Beano’s insights on Gen Alpha in lockdown

Article • Brian Carruthers, Event Reports, the Digital Transformation Conference, June 2020

Beano, the children’s publisher, has undertaken research into how its target audience is coping with life during lockdown.
What we know about marketing to children

Article • WARC Best Practice, February 2020

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
How Twinings infused a new kids’ drink with real-life needs and parents’ expertise: New consumer insights delivering commercial success and health benefits for kids

Research Paper • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019

Twinings, a tea brand, created an agile and innovative research project that delivered one of the most successful new drinks concepts ever tested – while ultimately aiming to make children healthier in the UK.
Mars makes the case for responsible marketing

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Mars, the confectionery giant, has a commitment to responsible marketing that helps steer its communications activity in various ways.
How to market effectively to children

Article • Sam Clough, WARC Best Practice, July 2016

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.
Consumers in 2016: Generation 'swipe'

Article • WARC Trends, Toolkit 2016

This article, taken from the Warc Toolkit 2016 report, looks at the influence of the demographic known as Generation Z (generally defined as those under 18), or Gen Z.