Marketing to Youth

Reaching a young audience

Marketing to Youth


Navin Williams, Mark Sismey, Pippa Bailey, Simon Harris and Siobhan Churchill, ESOMAR, Asia Pacific, Singapore, May 2015

This paper reveals some of the insights gained from a study that used a mobile instant messaging app (WeChat) to collect consumer data in China.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report shows how Clean & Clear, the brand of teen-focused dermatological products made by Johnson & Johnson, ramped up its efforts in the online video space.


Low Lai Chow, Event Reports, Flamingo Culture Breakfast, March 2015

This event report looks at the emergence of young, modern Muslims as a target market for brands.


Sophie FitzGerald, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Adidas, the sports brand, planned ahead to create content that could be used in real-time responses to developments during the 2014 football World Cup.


Eric Olis, Marcus Martin & Amy Goldstein, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.


Rob Isaacs, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes the social media aspect of a campaign by Wall's, the ice cream brand owned by Unilever, which was designed to fit mobile and appeal to younger people in the UK.


Ally Kingston, Gerard Crichlow & Brent Gosling, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Walkers Crisps, the British snack brand, ran a new iteration of a previously successful flavour-invention campaign, this time with social media taking it to a new level.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.


Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

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"