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.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Shortlisted, 2020

QSR brand Burger King targeted young Saudis with a social media 'trolling' campaign featuring football icon Sami Al-Jaber to drive sales of its new spicy menu across Saudi Arabia.

Jawwy: The Fair Telco Company

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

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.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Burger King: Burjer Kinj

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Shortlisted, 2020

QSR brand Burger King created a social media, outdoor and in-restaurant campaign based on the Arabic pronunciation of 'burger' to increase Whopper sales and reignite interest in the brand in Saudi Arabia.

The anatomy of a TikTok meme

Article • Alex Brownsell, WARC Exclusive, June 2020

How a single post on TikTok can inspire millions of videos and create buzz across other online platforms.

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.

What we know about marketing on Snapchat

Article • WARC Best Practice, June 2020

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

Aussie Gen Zs just want to be average

News • 04 June 2020

A major new study into what Australia’s Gen Z are really like reveals that this group of 14-to-24 year-olds are probably the least radical young people for generations.

Barnsley Premier Leisure: Your Space

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.

McCormick: Reversing decline in a growing category

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.

Marks & Spencer: How Plant Kitchen has helped plant-based eating go mainstream

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Marks & Spencer, a supermarket chain, launched its range of plant-based food, Plant Kitchen, in the UK with blue themed packaging that celebrates the power of plants.

Honest Crust: Where eating good is doing good

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Samworth Brothers, a food manufacturing company, rebranded its Deli Bites brand to Honest Crust to reach increasingly health-conscious and environmentalist consumers in the UK.

Unilever South Africa - Shield: Sbonis’Idiski

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Shield, a deodorant brand, launched PR events that discussed the state of football development in South Africa to increase relevance for the brand and its soccer sponsorship.

East African Breweries Limited: Launch of White Walker by Johnnie Walker

Case Study • SABRE Awards, Gold, Africa, 2020

East African Breweries Limited, a beverage company, partnered with HBO Network to produce a limited-edition whisky in Kenya, inspired by the critically acclaimed TV series, Game of Thrones.

Channel 4 establishes social-first VICE competitor for brands

News • 29 May 2020

UK broadcaster Channel 4 is branching out of television with the creation of a social-first branded entertainment offer, which seeks to extend the company’s value to advertisers beyond that of a media partner and into content.

Stonyfield Organic takes its mission to new pastures

Case Study • SABRE Awards, Gold, North America, 2020

Stonyfield Organic, a yoghurt brand, increased awareness and sales in the US by partnering with actor Adam Scott to produce video adverts that raised awareness of the number of children's playing areas and outdoor spaces treated with dangerous chemicals.

Truth Initiative: The Truth About Opioids

Case Study • SABRE Awards, Gold, North America, 2020

truth, the national public health organisation, reached out to the youth segment to inform them of the dangers of prescription opioids in the US.

Dove Hair: My Hair My Crown

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a personal care brand, elevated Dove Hair's brand equity in the US through a product-agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair.

Millennials & youth