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Key reading

marketing to millennials

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.

Latest case studies

Rip Curl: Search GPS

This case study demonstrates how Rip Curl, a major Australian surfwear brand, halted the long-term sales decline by tapping into surfers' desire to find, capture, relive and share their perfect waves.

Microsoft One Note: Collective Project

This case study describes how Microsoft, a computer company, raised awareness and drove usage for OneNote, a free note-taking application.

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.

Coke Zero: Drinkable advertising

This case study describes how Coke Zero, a Coca-Cola brand, created Drinkable Advertising in the US in order to drive trial among millennials as 80% of them have never tried Coke Zero.

Latest articles

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.

How DramaFever found a role in the video-streaming market

This event report outlines how DramaFever successfully built a content-streaming brand, in the US and beyond, based around distributing drama series made in South Korea.

How consumer brand advocates can engage Australia’s millennials

This article covers how brands can build brand resonance among Australian millennials by using loyal customers and influencers as brand advocates on social media.

‘Social capital’ and ‘cultural infusion’: how brands can engage Australia’s millennials

This article explores concepts of 'social capital' and cultural infusion as key elements of brand resonance among Australian millennials, and how marketers can best achieve these.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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