Advertising best practice, evidence and insights

Article • WARC Best Practice, May 2020

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.

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.

How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

How to market effectively to Centennials

Article • Mark Inskip, WARC Best Practice, July 2016

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

Samsung India: Good Vibes

Case Study • Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Shortlisted, 2020

Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

McDonald's: Put the 'BIG' back in 'BIG MAC'

Case Study • Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

McDonald's: The Surprise Chicken Expert

Case Study • Garron Chiu, Peter Rodenbeck, WARC Prize for Asian Strategy, Shortlisted, 2020

Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.

Nikkei: "Are You Starting to See It?"

Case Study • Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Shortlisted, 2020

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

Influencer marketing strategies during COVID-19: the new landscape

Article • Jidé Maduako, WARC Exclusive, August 2020

Influencers are finding new ways to connect with consumers and partner with brands during the COVID-19 pandemic.

Millennials and Gen Z try new brands during COVID crisis

News • 19/08/2020

Over two-thirds of millennials and members of Gen Z have purchased or used a new brand since the start of the COVID-19 crisis, a total significantly higher than for older consumers.

Finding success with Gen Z in Singapore

Article • Research on WARC, August 2020

A report that establishes a deep sense of empathy towards Gen Z audiences by learning about the platforms they use and understanding their motivations.

The evolution of the dating app – and what it means for brands

News • 31/07/2020

Dating apps have evolved to enable users to find social connections generally as well as romance, and in doing so are giving brands more opportunities to create moments which are worth talking about.

Love in lockdown: Online dating during COVID-19

Article • Chase Buckle, WARC Exclusive, July 2020

Research by GlobalWebIndex into how the pandemic has influenced dating behaviour.

Connected together: Social media’s role during COVID-19

Article • Katie Gilsenan, WARC Exclusive, July 2020

Research by GlobalWebIndex and We Are Social into social media usage during lockdown.

Ketchum Pleon GmbH: Pop Up Agency

Case Study • SABRE Awards, In2 EMEA, PR Agency Employee Program, Silver, 2020

Ketchum, an agency, increased staff retention in Germany by creating a social experiment, the Pop-up Agency, which showed its employees how important they are by broadcasting them in action.

Deep RiverRock: The Recycled Logo

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold, 2020

Deep RiverRock, a brand of water, removed its logo from its bottle and replaced it with 100% Recycled Bottle to promote its commitment to sustainability in a bold way in Ireland.

Equinor: How Equinor will face the climate challenges

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold, 2020

Equinor, a Petroleum refining company, built a podcast series that educated the Norwegian public on climate change to engage young people.

The Norwegian Public Interest Organizations for Farmers: Lag din egen lunsjreklame/Make Your Own Lunch Commercial

Case Study • SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold, 2020

The Norwegian Public Interest Organisations for Farmers launched a joint project aimed at secondary school students in Norway to encourage them to start eating healthy school lunches.

Burger King: Putting milkshakes on the National agenda

Case Study • SABRE Awards, In2 EMEA, Best Meme/Viral Campaign, Gold, 2020

Burger King, a fast food restaurant chain, put milkshakes on the national agenda by creating a debate to take down its biggest rival, McDonalds, in the UK.

Samsung Electronics Romania: Project Stratos

Case Study • SABRE Awards, In2 EMEA, Best Use of Video Networks, Gold, 2020

Samsung, an electronics brand, launched its Galaxy S9+ model into space in Romania to capture the attention of millennials.

Life after lockdown: Gen Z on Becoming Free

Opinion • Helen Rose, July 2020

Four insights on Gen-Z after lockdown, and three tactics through which to reach this cohort, by the7stars’ Helen Rose.

e.l.f. Cosmetics: #eyeslipsface TikTok Challenge

Case Study • Case Studies on WARC, 2019

Cosmetics brand e.l.f created a viral TikTok campaign to boost brand awareness in the US.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Millennials & youth