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Marketing to millennials: Five things every marketer should know
This report discusses the distinct media consumption habits of millennials as a way of predicting future media trends. It argues that millennials' habits vary from those of older people – an increasingly important difference for brands.
Best Practice: How to market effectively to millennials
Best Practice paper offering practical tips, examples and recommended reading.
Creating Gen-Y-proof brands
Viacom research showing how to understand better the lives and needs of millennials.
Teens and screens
Five insights brands should use in mobile campaigns for teens, based on research from Orange.
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Know the audience: Teens
Global research into the media consumption habits of teens, and advice for brands that want to engage.
adidas Originals: The year of the Superstar
This case study details a campaign from adidas, the German sportswear brand, to make their 45 year-old original shoe into the superstar of 2015 by putting a new angle on celebrity culture.
Vodafone: Sunday Grannies
This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.
This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.
Making Pepsi Max the choice of a new generation once again
This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.
How the Australian Turf Club used Instagram, influencers and CX to attract millennials
This article outlines how the Australian Turf Club (ATC) modernised its appeal with social media outreach and a better customer experience to attract a new generation of punters.
Marriott finds ten tips for buzz marketing
This event report outlines how Marriott International, the hotel group, is using buzz marketing to engage with millennials.
Plackett-Burman design in choice-based conjoint analysis: A case of estimating warning message distribution on tobacco packages
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.
What brands need to know about Millennials/Generation Z
This article explores how brands can successfully align themselves with the identities, goals and values of Millennials and Generation Z.
Seven paradoxes that shape the millennial generation
This article summarises some of the paradoxes which characterise the millennial generation, based on research carried out by Landor.
Understanding the digital native's brain: How marketers can respond
This article explains how immersion in a digital world changes how the brain processes content and how brands can understand this science when marketing to 'digital native' millennials and centennials.
Engaging Generation Z
This article explores what marketers need to know to successfully engage with Generation Z and how this generation differs from its predecessor, millennials.
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