Men

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News • 24 December 2020

In a year of lockdowns, many more men are sporting beards and a recent piece of academic research suggests that could be a plus for those of them working in sales and service areas.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Levi's: What does performance mean to you?

Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clothing brand Levi's partnered with lifestyle brand Huck to celebrate modern masculinity, and drove an increase in brand consideration for its Performance range among men across Europe.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Clear Men: AI31 – Hijacking Live Games

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Bronze, Best Use of Data, 2020

Clear Men, the shampoo brand, used predictive AI technology to engage tuned-out young men in Vietnam.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

NZ Transport Agency: Rat's Tale

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

NZ Transport Agency, a state agency, showed young men in New Zealand what they could be missing out on if they drink drive by creating a video ad that made them realise the impact an injury could have on their lives.

NZ Transport Agency: Belted Survivors

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

NZ Transport Agency, a state agency, encouraged young men in New Zealand to wear their seatbelts by creating a series of powerful portraits of crash survivors who were saved by their seatbelt.

Maison Birks: Spoiler Alert!

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Jeweller Maison Birks drove sales of engagement rings by targeting potential customers via anonymous ads on social media in Canada and the US.

E-sports audience to reach 92m in Europe this year

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-sports audiences in Europe.

Gillette India: Rethink notions of masculinity - #ManEnough

Case Study • SABRE Awards, APAC, Indian Sub-Continent, Gold, 2020

Gillette, a shaving products brand, launched its campaign #ManEnough in India to promote the narrative that it is ok for men to cry and be vulnerable, and saw a 32% increase in profits.

Men care more about sustainability in wake of COVID-19 pandemic

News • 28 October 2020

A majority of men around the world say they care about the planet and sustainability “now more than ever”, according to a new survey from Gillette.

How Viagra’s repositioning brought unexpected benefits

News • 13 October 2020

Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has undergo

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

How Viagra repositioned to reflect evolving definitions of masculinity in the UK

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Snickers: Bring Back the Idols

Case Study • Hiroaki Taki, Akie Suzuki, Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Clear Men: Clear Men Swipes All: Hijacking League of Legends

Case Study • Anh Nguyen Ha, Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Unilever-owned shampoo brand Clear Men engaged young males and drove sales in Vietnam by sponsorship of an eSports tournament.

CarDekho: Simplifying car buying for Indians

Case Study • Ankit Singh, Rema Bagga, WARC Prize for Asian Strategy, Entrant, 2020

CarDekho, the online car buying portal, leveraged a cultural insight with a humorous campaign in India.

Half of Americans have boycotted a brand, rises to 67% of high income consumers

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumer participation and perceived effectiveness of brand boycotts.

Why Viagra shifted the conversation away from doctors

News • 12 August 2020

When Viagra Connect, the over-the-counter treatment for erectile problems, launched into the UK market two years ago, the focus was on functional communications to spread awareness, but today it’s taking a very different approach – here’s why.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

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.
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.
What we know about marketing to men

Article • WARC Best Practice, February 2020

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.
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.
Consumers split on how brands should advertise during COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), March 2020

An overview of consumer opinion on how brands should advertise in response to the novel coronavirus (COVID-19) outbreak across 13 markets.
How to market effectively to men

Article • Scott Manson, WARC Best Practice, February 2017

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.