Men

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Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

Northgate Spain: Boosting vehicle rental in times of confinement

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Northgate Flexible Renting, a company that rented vehicles to big companies and SMEs, had to regain business in Spain following cancellations during the pandemic.

The Movember Foundation: A moment against silence

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Men's health charity Movember reframed a ritual of silence to get people talking about male mental health in New Zealand.

Ski-Doo: Escape Mountain

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Snowmobile brand, Ski-Doo, created a 45-minute documentary to build hype among winter sports enthusiasts and grow sales in USA and Canada.

Dove Men+Care: Commit to C.A.R.E now

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove Men+Care drove significant increases in brand health in the US with its Commit to C.A.R.E Now initiative for racial equity in partnership with NBA players.

Gillette: Second shave

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Gillette capitalised on a sensitive moment between father and son to boost penetration and increase sales of its Skinguard safety razor in Thailand.

Head & Shoulders: Say it proud!

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Anti-dandruff shampoo Head & Shoulders celebrated Indonesians' many mispronunciations of its name to build customer confidence and boost sales.

Sick Kids: Sick Kids vs conventional fundraising

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Toronto, Canada's SickKids Children's Hospital needed to raise $1.3bn over six years to build a new facility so it ran a long-term campaign that evolved annually to drive one-off and monthly donations.

Most Instagram and TikTok users are female, men prefer YouTube

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by gender.

Old Spice: 2020 NFL Draft "Smellcome to the NFL"

Case Study • SABRE Awards, Gold, North America, 2021

Old Spice, a personal care brand, reversed its decline in the US during the COVID-19 pandemic by leveraging its long-standing partnership with the NFL.

Dove Men Care: Father's Day Taken

Case Study • SABRE Awards, Gold, North America, 2021

Dove, a personal care brand, launched its Father's Day campaign #FathersDayTaken in the US to raise awareness of the number of fathers taken too soon to racism and violence and to help the families left behind.

What we know about marketing to men

Article • WARC Best Practice, May 2021

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.

Ford Focus: Chain Interactive Stories

Case Study • MMA Smarties, Bronze, EMEA, 2020

Ford Focus, an automobile brand, achieved a wide reach in Turkey with its interactive Instagram campaign.

İsbank: İmeceMobil App

Case Study • MMA Smarties, Gold, EMEA, 2020

Isbank, a banking brand, set out to make ImeceMobile a centre where different parts of the agriculture sector could come together and to drive app downloads among farmers in Turkey.

Women prefer mobile and puzzle gaming

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of appealing game features among female and male gamers.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021

Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.

Burrow: Diffusion for Burrow – Achieving PR ROI Through Data-Driven Media Strategy & Measurement

Case Study • SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2021

Burrow, a furniture brand, increased sales by leveraging an existing programme to hit newfound relevancy during the COVID-19 pandemic in the US.

Eicher Motors Limited (Royal Enfield): Made like a gun, goes like a bullet

Case Study • MMA Smarties, Silver, Indonesia, 2020

Royal Enfield, a motorcycle brand, increased its conversion rate by 420% in Indonesia despite the COVID-19 lockdown.

redBus: Bang Toyib Returns

Case Study • MMA Smarties, Silver, Indonesia, 2020

redBus, an online bus ticketing platform, used digital video to convince Indonesians of the certainty that redBus provides to those looking to travel by bus.

Rexona: Soccer Star Challenge

Case Study • MMA Smarties, Silver, Indonesia, 2020

Rexona, a deodorant brand, created a live FIFA football tournament for fans lamenting the cancelled sporting events in Indonesia and increased market share by 40bps.

Head & Shoulders: #MoveonBro

Case Study • MMA Smarties, Gold, Indonesia, 2020

Head & Shoulders, a shampoo brand, used blooper videos in its campaign Say it Proudly to encourage consumers in Indonesia to overcome their insecurities about pronouncing the brand's name.

Denmark, Cost per Thousand, Men

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Danish men since 2013.

Portugal, Cost per Thousand, Men

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Portuguese men since 2013.

New Zealand, Cost per Thousand, Men

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to New Zealander men since 2015.

Slovenia, Cost per Thousand, Men

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Slovenian men since 2011.

What we know about marketing to men

Article • WARC Best Practice, May 2021

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 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.
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.
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.
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.
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.