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Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Case Study

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

Case Study

Mobile phone brand Samsung used TV, online and social media to create an audio puzzle trail to launch its Galaxy Note 5 model to Gen Y customers in Thailand.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Case Study

This case study explains how Manulife, a life and health insurance brand, introduced ManulifeMOVE in Hong Kong to inspire Gen Y to get healthier and become advocates for the brand.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

News

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Case Study

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

News

SYDNEY: An increasing number of Australian social media users are rejecting Facebook in favour of communicating directly with family and friends via messaging apps, such as WhatsApp and Snapchat, a new survey has revealed.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 piggy-backed the launch of cricket captain MS Dhoni's biopic to drive a multi-channel repositioning campaign for the brand.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 tapped into fan behaviour around short-form cricket, with digital content created by famous real-life friends.

News

GLOBAL: Marketers are turning their attention to Generation Z, as 16-19 year olds become a significant consumer force in their own right across many categories, but this mobile-first generation retains affection for traditional media, research ...

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

NEW YORK: Digital experiences are important for both Gen Z and Gen Y, but the younger generation has particular expectations of brands with regard to customer service and how they like to interact with new technology, a new survey has found.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

Article

This event report outlines how American Greetings, the greeting cards company, has remained relevant in the digital age.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

News

MANILA: The Philippines has a huge Gen Z population, which will offer new opportunities for marketers in 2017 despite the political and economic uncertainties the country faces, according to an industry figure.

Article

The article reveals the key trends set to shape marketing in the Philippines in 2017: economic and political upheaval, fake news concerns, and the rise of Gen Z as a powerful consumer force.

News

GLOBAL: Gen Z consumers may be more focused on digital media consumption than their elders, but new research indicates they are consistently more positive about traditional media ad formats than standard digital alternatives.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.