Millennials & youth

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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.

Safaricom plc: Chapa Dimba Na Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (New Product), Gold, 2019

The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

Trend snapshot: TikTok

Article • Alex Brownsell, WARC Trends, May 2019

Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.

Darling Nigeria: Find Your Beautiful

Case Study • SABRE Awards, Africa, Superior Achievement in Brand-Building, Diamond, 2019

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

Safaricom plc: Blaze by Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (Existing Product), Gold, 2019

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

MultiChoice Kenya: MultiChoice Talent Factory

Case Study • SABRE Awards, Africa, Corporate Social Responsibility, Gold, 2019

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion

Case Study • SABRE Awards, North America, Branded Journalism, Gold, 2019

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

Beautyrest Be More Awake Campaign

Case Study • SABRE Awards, North America, Home & Furniture, Gold, 2019

Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

The Allstate Foundation: Purple Purse – Overshare the Invisible

Case Study • SABRE Awards, North America, Community Relations, Gold, 2019

The Allstate Foundation, a nonprofit, generated over 3.1 billion earned media impressions from its public awareness campaign in the US featuring Serena Williams.

WNBA: Take A Seat, Take A Stand

Case Study • SABRE Awards, North America, Entertainment, Gold, 2019

Women's National Basketball Association (WNBA), the women's professional basketball league in the US, cemented itself and its players as a leading voice in the women's movement because of its commitment to supporting organizations that empower women and girls.

The Hershey Company: The Oh Henry! 4:25 Bar Launch

Case Study • SABRE Awards, North America, Canadian Campaign, Gold, 2019

Oh Henry!, a chocolate bar brand, leveraged the legalization of cannabis in Canada to increase its share by 8%.

Michelin: Teens Prove Their #StreetTread

Case Study • SABRE Awards, North America, Marketing to Youth, Gold, 2019

Michelin, a tyre manufacturer, increased awareness of the importance of tyre maintenance among young people in the US by launching limited edition trainers that could only be acquired through tyre checks.

Wendy's: We Beefin?

Case Study • SABRE Awards, North America, Consumer Products, Gold, 2019

Wendy's, the fast food chain, created a song calling out its competitors in the US, which helped the brand achieve 800 million earned media impressions in 10 days.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Casey House: Healing House

Case Study • SABRE Awards, North America, Multicultural Marketing, Gold, 2019

Casey House, a hospital specializing in HIV/AIDS, changed perceptions of HIV sufferers among the general public in the US and Canada by launching a HIV+ spa that offered treatments from people living with the disease.

Primrose Schools Helps Working Parents #LetGuiltGo: Primrose Schools

Case Study • SABRE Awards, North America, Educational & Cultural Institutions, Gold, 2019

Primrose Schools, a national early education and care provider, sent working moms a message of well-deserved reassurance and appreciation that differentiated the brand in the competitive early education market in the US.

BioMarin Pharmaceuticals: Hemophilia – The Musical

Case Study • SABRE Awards, North America, Special Event, Gold, 2019

BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

Brand relatability x financial services: How to win with GenZ and millennials

Article • Ryan Arshad, WARC Webinars, May 2019

Discusses the core drivers of building 'brand relatability' vs brand relevancy and why and how the mindset of millennials and Gen Z differs when it comes to financial brand consideration.

Jawwy: Pay for what you use

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Mobile network Jawwy used social media and online video to persuade young consumers in Saudi Arabia to ditch their current mobile provider and switch.

Orange Tunisia: The Hashtagging Grandpa

Case Study • Tahaab Rais, Mongi Bhouri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Telecoms brand Orange used a multichannel, branded content approach, featuring a grandad, to appeal to young people and turn around its image as an old-fashioned brand in Tunisia.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Drivers of change in 2019: Admap summary deck

Article • Admap Magazine, December 2018

A summary of new thinking and best practice on consumer trends that will affect marketers in 2019 from Admap.
Effective Innovation Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, September 2018

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.
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.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
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.