Millennials & youth

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Lion Cereal, CPW: Smells like teen spirit - How Lion Cereal turned teenage anger into brand affection

Case Study • APG (UK), Bronze, 2021

Lion Cereal, a breakfast cereal brand, launched a campaign in Europe to get more 16–24-year-olds eating the brand's cereal.

KFC: The chicken dance

Case Study • SABRE Awards, APAC In2, Best Meme/Viral Campaign, 2021

KFC, the fast-food chain, found new ways to reenergise its fan base and bring back excitement in Myanmar.

Cadbury Twirl Orange: Sell, Pre-Sell

Case Study • APG (UK), Silver, 2021

Cadbury, a confectionary brand, launched a campaign in the UK to raise awareness about the re-release of the limited-edition Twirl Orange.

O2: The ultimate test of character - How strategy shaped a robot who could do it all

Case Study • APG (UK), Silver, 2021

O2, a telecommunications services provider, devised a creative strategy to make the brand seen again at a time when its service had never been more vital to our lives.

HUN Wine: Disrupting the Wine Category in a Time of COVID - A story about how the most sociable wine brand launched at the most unsociable time.

Case Study • APG (UK), Entrant, 2021

HUN, a wine brand, launched a campaign in the UK to introduce and drive awareness of the new wine in a can.

When the Fun Stops, Stop

Case Study • APG (UK), Bronze, 2021

When The Fun Stops, Stop was the UK's first industry-wide campaign to educate people on gambling responsibly.

Football Beyond Borders: Going Beyond Borders

Case Study • APG (UK), Entrant, 2021

Football Beyond Borders (FBB), an education and social inclusion charity, launched a campaign in the UK to broaden its ability to support young people and reach new audiences.

adidas GMR: Planning in Development

Case Study • APG (UK), Entrant, 2021

adidas, a sportswear manufacturer, launched a global campaign to increase awareness of new technology that was designed to get the younger generation moving.

Helping Ballantine's find its soul

Case Study • APG (UK), Entrant, 2021

Ballantine's, a scotch whisky brand, launched a worldwide campaign to drive growth and contribute towards becoming a top 10 global spirit brand by 2025.

Why BBC iPlayer is wasted on some

Case Study • APG (UK), Entrant, 2021

BBC iPlayer, a streaming platform, launched a campaign in the UK, targeting a younger audience, to improve audience perceptions of the BBC.

Libresse: The first menstruation themed live stream exhibition event of Libresse new product launch

Case Study • SABRE Awards, APAC In2, Best Influencer Programs Endorsements (Paid), 2021

Libresse, the feminine hygiene product brand, launched the 'Liberating Our Periods' campaign in China.

How we helped the next generation find confidence that lasts in the British Army

Case Study • APG (UK), Silver, 2021

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

Freedom From Torture: Give a damn, do what we can - How we responded rapidly to raise money for survivors of torture in lockdown

Case Study • APG (UK), Entrant, 2021

Freedom From Torture, a British registered charity, launched a campaign in the UK to challenge the public's beliefs on torture and raise money to support asylum seekers.

How a big strategy paid off for Burger King

Case Study • APG (UK), Entrant, 2021

Burger King, a fast-food chain, launched a campaign in the UK to stop the steady decline, increase year on year sales and improve brand consideration.

M&C Saatchi Open House: From closed shop to open house

Case Study • APG (UK), Entrant, 2021

M&C Saatchi, an international communications network, launched a campaign in London to transform how it presented itself and to attract new talent.

GambleAware: How we outed and paused mindless betting

Case Study • APG (UK), Bronze, 2021

GambleAware, an independent charity, launched a campaign in the UK to encourage at-risk gamblers (ARG) to change their betting behaviour by thinking a bet through before placing it.

Singha Soda: When inspiration pops

Case Study • SABRE Awards, APAC In2, Best Use of Global Social Networking Platforms, 2021

Wildcats, the entrepreneurial platform, launched a 4-week challenge in Myanmar.

McDonald's Canada: Friends Wanted - The One Where Ross & Rachel Helped Planning Reimagine Recruitment

Case Study • APG (UK), Gold, 2021

McDonald's, a fast-food chain, launched a recruitment campaign in Canada to improve the negative perception among potential Gen Z recruits and to encourage them to apply.

Getting in Early Doors: How we helped Jägermeister focus on the off-trade before the pandemic made it a necessity

Case Study • APG (UK), Entrant, 2021

Jägermeister, a liquor company, launched a campaign in the UK to increase off-trade sales and volume and value of the alcohol by increasing occasion penetration.

Debunking myths about Australian youth and winning over Gen Z and Y

Article • Sangeeta Tanwar, WARC Exclusive, October 2021

The post-pandemic perception of the world and their country is changing for young Australians as it diverges from global trends, according to Junkee Media’s youth research.

Influencing the influencers: Exploring the creator economy in esports

Article • Soraya Sobh, WARC Exclusive, October 2021

This article defines the lines between influencer marketing and the creator economy, why one is about pay and post and the other is a long-term content and engagement strategy.

What is a content creator?

Article • Nicole Alibrandi, WARC Exclusive, October 2021

This article provides a detailed overview of the role of creators in the advertising ecosystem and shares eleven ways creators monetise their profile or businesses.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

What we know about marketing on TikTok

Article • WARC Best Practice, October 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, September 2021

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

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.
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.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.