Marketing to Youth

Reaching a young audience

Marketing to Youth


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a campaign by Canadian Blood Services, an organisation matching people in need of bone marrow or stem cells with donors, which targeted 17-35 year old males to encourage them to sign up to donate.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how the Toronto Raptors, an NBA basketball team, overcame indifference from people in Toronto, Canada to grow ticket sales and viewers.


Institute of Communication Agencies, Grand Prix, Canadian Advertising Success Stories, 2015

This case study demonstrates how Molson Canadian, the beer brand, used a patriotic campaign to reverse a five year downward trend and grow share.


Case Study

Scotiabank SCENE
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Scotiabank, a Canadian bank, used a cinema loyalty scheme to attract younger customers.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes how the Vancouver Police Foundation, a charity in Canada, raised its profile with people aged 18-34 with a campaign that sought donations in return for 'cool', police-style sunglasses.


Case Study

Watch_Dogs Live
Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study explains how Ubisoft, the video game developer, engaged gamers and sustained their interest for its new game, Watch_Dogs, in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how York University, a post-secondary educational centre in Canada, reversed a decline in applications with an inspirational and aspirational message featuring current and past students.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"