Millennials & youth

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Article • WARC Best Practice, May 2021

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

Comedy Central: Awkwafina is Nora from Queens

Case Study • YouTube Works for Brands, US, Big Screen Big Results, 2021

Comedy Central, a cable TV channel, increased online interaction and promoted its new show among US consumers by airing the first episode for free on YouTube and creating specially-tailored promo videos.

GoDaddy: Made in America

Case Study • YouTube Works for Brands, US, Breaking Barriers, 2021

GoDaddy, an internet domain registrar and web hosting company, increased subscribers and organic traffic during the COVID-19 pandemic by launching a YouTube series of tutorial content to support and inspire small businesses during the volatility of 2020.

Here’s what makes TikTok tick for Gen Z

Opinion • Jeff Thomas and Renee Weber, April 2021

By leveraging the specific attributes found on TikTok, marketers can drive deeper engagement with Gen Z through their brand experiences, according to Jeff Thomas and Renee Weber from The Marketing Store.

What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

What we know about marketing on Snapchat

Article • WARC Best Practice, April 2021

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

Akbank: The Rising of New Generation T

Case Study • MMA Smarties, Gold, EMEA, 2020

Akbank, a banking brand and parental company of electronic money transfer platform Tosla increased app installs for Tosla in Turkey with a mobile campaign that ran across Facebook, YouTube, Twitch and TikTok.

Yapı Kredi: Screen Time Discount

Case Study • MMA Smarties, Gold, EMEA, 2020

Yapi Kredi, one of Turkey's largest publishing houses, created a campaign around the smartphone feature that displayed the amount of time spent using the smartphone to encourage young people to read more books.

Samsung Galaxy A51 Launch: First programmatic in-game advertising campaign

Case Study • MMA Smarties, Bronze, EMEA, 2020

Samsung, a technology company, launched a campaign across the gaming ecosystem to promote its newest mobile terminal, the Galaxy A51, in the Spanish market.

Obsesso: Enjoy the moments at home

Case Study • MMA Smarties, Silver, EMEA, 2020

OSESSO, an iced coffee brand, partnered with Spotify to create customised playlists for consumers in Turkey.

İşbank: Maximum Gaming Card

Case Study • MMA Smarties, Gold, EMEA, 2020

Isbank, a banking brand, connected with millennial and Gen Z consumers in Turkey by focusing on esports and creating a sub-brand called Maximum Gaming.

KFC goes TikTok #DoTheColonel

Case Study • MMA Smarties, Gold, EMEA, 2020

KFC, a fast-food brand, raised brand awareness in Germany with a TikTok hashtag challenge.

Cheetos: Mustache

Case Study • MMA Smarties, Gold, EMEA, 2020

Cheetos, a brand of cheese puff snack, launched an interactive mobile video ad to promote its latest moustache-shaped product in Turkey.

Tinkies: Celebrate Everything

Case Study • MMA Smarties, Silver, EMEA, 2020

Tinkies, a sponge cake brand, encouraged consumers in South Africa to create and own moments by giving its audience a platform to Celebrate Everything with Tinkies.

Cornetto: My Fairy Tale

Case Study • MMA Smarties, Silver, EMEA, 2020

Cornetto, an ice cream brand, launched its new product Unicornetto in Turkey by reversing the stereotypical fairy-tale tropes of women passively waiting for love.

Marketing to a new breed of Gen Z beauty consumers

Article • Natasha Hulme, WARC Exclusive, April, 2021

Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.

How e-commerce behaves differently for different consumers in India

Article • Vandana Nath and Anupama Yadav, WARC Exclusive, Spotlight India, April 2021

Ogilvy’s Vandana Nath and Anupama Yadav look at how e-commerce in India is evolving in response to the unique needs and behaviours of the Indian consumer, and the trends that will shape the market.

Cornetto: Unicornetto Lovers Fountain

Case Study • MMA Smarties, Bronze, Turkey, 2020

Cornetto, an ice cream brand, transformed a busy public transport stop in Turkey on Valentine's Day to promote its product Unicornetto.

How the Biden–Harris campaign mobilised voters by choosing empathy over fear

Article • Chiara Manco, WARC Exclusive, April, 2021

The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.

Vodafone: Digitalization Journey of Vodafone's Online Sales

Case Study • MMA Smarties, Silver, Turkey, 2020

Vodafone, a telecommunications brand, increased digital sales in Turkey by developing products for where users usually break down in the digital journey to reduce customer pain points.

Petrol Ofisi Sosyal Lig

Case Study • MMA Smarties, Bronze, Turkey, 2020

Petrol Ofisi, a fuel products and lubricants brand, launched the Petrol Ofisi Social League in Turkey, in which it integrated loyalty cards into fantasy football games.

Sprite: Summer Refreshment

Case Study • MMA Smarties, Bronze, Turkey, 2020

Sprite, a soft drinks brand, reached 18-29-year-olds in Turkey by launching video content and how-to videos to solve their summer problems through WhatsApp and social media.

Mercedes-Benz: A-Class Sedan

Case Study • MMA Smarties, Bronze, Turkey, 2020

Mercedes-Benz, an automotive brand, promoted its new A-Class Sedan model in Turkey by creating voice activated video ads that interacted with the car's new voice command feature.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
How brands can effectively engage young consumers

Article • Joeri Van den Bergh, WARC Best Practice, June 2018

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.
What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.