Children

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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 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.

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.

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

Article • Brian Carruthers, WARC COVID-19 Series, 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.

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.

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.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Awards, Silver, Effective Content Strategy, 2020

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

Connecting with the Alphas – the brand power behind pester power

Opinion • Helenor Gilmour, April 2020

With Gen Alpha stuck at home for the next few months, brands need a better understanding of today’s purpose-driven youngsters, says Helenor Gilmour.

Hungarian Telekom: Senior Gamer Club

Case Study • Peter Kormanyos, Domonkos Palfai, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Hungarian Telekom used a purpose-based native media campaign, with gaming as its core idea, to help grandparents upgrade their digital skills and reconnect with their grandchildren.

School’s out, screens are on

News • 02 April 2020

Over half the world’s school children are now at home and research in the UK and US shows they are already filling their time by looking at screens.

BBVA: We Learn Together

Case Study • Case Studies on WARC, 2018

BBVA, the Spanish financial services company, positively affected consumer perceptions at a critical time through an educational programme that created real social impact.

Unilever will stop food & drink marketing to children

News • 14 February 2020

FMCG giant Unilever has announced that it will stop the marketing and advertising of its products to children by the end of this year, amid concerns about rising global obesity rates.

Fyffes: Fit Squad

Case Study • Integrated Marketing Communications Council Europe, Silver, Small budget campaign, 2019

Fyffes, a fruit and fresh produce company, promoted its Fyffes Fit Squad in Ireland through a new visual identity.

The Young and the Textless: The key to reaching generation Alpha is YouTube and Instagram, but brands need to be wary of privacy concerns

Article • Anne Field, ANA Magazine, ANA Magazine, December 2019

For marketers eager to reach generation Alpha, the first generation entirely born in the 21st century, the story is instructive as they are conditioned to an always-on society, with the ongoing screenification of culture.

Instagram requires birthdates from new users

News • 06 December 2019

Instagram, the Facebook-owned photo and video-sharing platform, will require all new users to provide their date of birth in a move that the company says will help to keep young people safer.

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.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Media Awards, Silver and Effective Native Special Award, Effective Use of Partnerships and Sponsorships, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Channel Integration, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

P/S: The adventure with King Leo and friends

Case Study • MMA Smarties, Gold, Vietnam, 2019

P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.

Ovaltine: Empower Kids’ Happy Exploration

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.

Project Unfriend: Project Unfriend

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2019

Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines, launched a campaign to bring awareness to kids and teens about the risks of being online and avoiding child predators in the Philippines.

Tinkies: The Mega Mash-Up

Case Study • MMA Smarties, Gold, South Africa, 2019

Tinkies, a sponge cake brand, launched its Mega Mash-Up product in South Africa by creating music mash-ups to reach its young target audience.

McDonald's South Africa: The Happy Meal Readers

Case Study • MMA Smarties, Bronze, South Africa, 2019

McDonald's, a restaurant chain, increased awareness of its Happy Meal Readers Program in South Africa by launching a social media campaign that used mommy influencers to spread the news.

Paramount Pictures: Dora and the Lost City of Gold

Case Study • MMA Smarties, Bronze, X (Global), 2019

Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.

P/S: Ready Player – Mom

Case Study • Entrant, X (Global), 2019, MMA Smarties

P/S, a toothpaste brand, launched a mobile game for children and mothers in Vietnam to encourage sales of its anti-cavity toothpaste.

What we know about marketing to children

Article • 06 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 • 02 December 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

Mars, the confectionery giant, has a commitment to responsible marketing that helps steer its communications activity in various ways.
Choosing imagery in advertising healthy food to children: Are cartoons the most effective visual strategy?

Research Paper • Maria Lagomarsino and L. Suzanne Suggs

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.
How to market effectively to children

Article • Sam Clough

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 • 03 December 2015

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.