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Marketing to youth

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Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Article

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

Case Study

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Article

Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity are essential.

Article

TD Ameritrade, the financial-services provider, is pursuing incremental innovation that is intended to help it engage younger consumers.
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SHANGHAI: Sales in China’s luxury goods sector surged ahead in 2017, growing six times faster than in 2016, driven in large part by the spending habits of millennials, according to a new report from Bain.

Case Study

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.

Case Study

Indian entertainment TV channel Star Plus launched a campaign to change stereotypical perceptions of women with the support of the national cricket team.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Case Study

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.

Case Study

Through a partnership with band Gorillaz, Deutsche Telekom turned its brand colour into a media channel and increased engagement with millennials in the UK.

Case Study

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

Case Study

The new mini SUV Audi Q2 was launched in Taiwan building strong brand awareness under competitive circumstances.

Case Study

Fast food company McDonald's promoted, through locally relevant products, its breakfast offering in the traditional market of Taiwan.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Article

Gen Z is the last generation of the twenty-first century and is set to enter the workforce by 2020.

News

BEST OF 2017: Marketers are slowly turning their attention towards Generation Z but in 2017 WARC subscribers were largely focused on their older brethren, Millennials.

News

SHANGHAI: A number of forecasts have warned of a slowdown in China’s economic growth next year, yet the country’s millennials appear unconcerned because almost three-quarters (70%) of them intend to spend more on luxury goods and ...

Article

The Muslim marketplace is huge and growing: there are 1.6 billion Muslims in the world, and two thirds of them are aged under 30 years old.

News

LOS ANGELES: TOMS, the footwear and accessories brand, is tapping marketing resources such as digital data and “micro-influencers” as it endeavors to reach young consumers and niche audiences.

Article

TOMS, a socially-conscious shoe manufacturer, faced the challenge of forging a connection with younger buyers while retaining its core millennial audience.

Article

The Hershey Co., the candy company, engaged millennials in Brazil with a campaign that enabled them to take real-life bites out of the internet.