Advertising best practice, evidence and insights

Article • WARC Best Practice, April 2019

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.

New data reveals Gen Z’s reaction to UK school closures

Opinion • Helen Rose & Izzy O’Duffy, March 2020

Data from the media agency the7stars’ mobile panel of Gen-Z uncovers the attitudes of a generation growing in prominence and who will remember this period for the rest of their lives – by Helen Rose and Izzy O’Duffy.

How brands can strike a chord with India's young music lovers

Article • Grashima Sahni, WARC Best Practice, March 2020

Carat’s Grashima Sahni outlines trends emerging with India’s music-loving youth and how brands can play a role in this evolving landscape.

Nescafé: Tribute

Case Study • Case Studies on WARC, 2018

Coffee brand Nescafé reversed a sales decline and improved its perception as a socially committed brand in Mexico through a campaign that got people closer to its CSR program.

Cablevisión Flow: Spoilerland

Case Study • Case Studies on WARC, 2018

Cable TV platform Cablevisión drove downloads of its Flow app in Argentina by positioning it as protection against spoilers.

Gen Z love Instagram and YouTube but still enjoy shopping in store

News • 05 March 2020

Instagram reigns supreme for Generation Z when it comes to discovering new looks and trends in the health and beauty sector – but they still crave the in-store buying experience, new research finds.

What we know about marketing on TikTok

Article • WARC Best Practice, March 2020

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

Nongfu Spring's 'Forbidden City Bottles' sells history in bottles of water

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Famed Chinese water brand Nongfu Spring released new bottle designs that are covered with drawings of emperors, concubines and empress dowagers, alongside humorous monologues that left good impressions on consumers.

Tencent Video announces 20 May as its 'Love's Official Declaration Day'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Tencent Video desired to find its own 'festival positioning' in the marketing calendar, just like how Tmall created the Double Eleven or Singles' Day (denoted as 11.11), and JD the 6.18 festival.

Oppo stages a 'New Year's Strange Encounter' for its R17 launch in China

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Fran: Before maturity, after immaturity

Case Study • Case Studies on WARC, 2018

Argentine winery Nieto Senetiner launched a new wine brand to attract younger consumers and boost growth.

The Chicago Sun-Times: The Blank Page

Case Study • Case Studies on WARC, 2018

Newspaper The Chicago Sun-Times acquired new subscribers through an unconventional appeal to its younger audience.

Sprite: I Love You, Hater

Case Study • Case Studies on WARC, 2019

Soft drinks brand Sprite launched a multi-channel campaign to help teens respond to online haters in Latin America.

Amazon China turns everyone into 'Amazing Books'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Prime Reading, a part of Amazon Prime's subscription-based service, wanted to revive the Chinese people's love of reading and drive purchases of its online books.

A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.

City of Fremont: Fremont Police Department turns to microsite to reach job candidates

Case Study • SABRE Awards, IN2, North America, Best SEO/Content Distribution Program (Paid + Organic), 2020

The Fremont Police Department overhauled its recruitment process with the launch of a mobile-friendly, SEO-driven microsite in the US.

Natural Light: Natty Light summer intern

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Earned), 2020

Anheuser-Busch beer brand Natural Light launched a light-hearted recruitment video, starring its real-life brand manager, to attract applicants for its summer internship programme in the US.

Planet Fitness: Teen Summer Challenge

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020

Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.

Washington State Department of Health: It's about respect sexual violence prevention pilot

Case Study • SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2020

Washington Department of Health, a public health department, tackled the issue of sexual violence within its state by targeting young people in schools and through online video to explain the importance of respect.

Frito-Lay: Doritos another level

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2020

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.

plusOne: Making masturbation mainstream

Case Study • SABRE Awards, IN2, North America, Best New Company Launch, 2020

Clio, a design-forward consumer products company with a focus on personal-care products, launched its new plusOne vibrator brand through articles in a millennial-focused title in the US that showed women the importance of owning their sexual wellness.

Millennials & youth