Marketing to Youth

Reaching a young audience

Marketing to Youth


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at the ever-evolving strategy of Snapchat, the four-year-old photo-sharing app, that is a hit with younger consumers.


Les Binet and Sarah Carter, Admap, July/August 2015

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US shoe store Foot Locker shone in the booming basketball shoe market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Daimler AG set out to change the image of Mercedes-Benz in the UK with the object of increasing sales.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how PepsiCo in the UK increased sales of its snack brand Doritos to an older demographic without compromising the cool image appreciated by its core consumer group of 18-24 year-olds.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hyundai Motor America revived flagging interest in its marque amongst millennials by capitalising on zombie mania.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Samsung Electronics Italy enhanced its image by creating the Samsung Maestros Academy.

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"