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.

Carvaan targets a younger demographic

News • 19 June 2019

Carvaan, the radio product, found initial success by filling a gap in India’s music market for the over-50s, and is now building on that by targeting youth – but as purchasers rather than as users.

Burger King: Whopper Neutrality

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Burger King, a fast food restaurant chain, helped influence internet regulations for net neutrality in the US by creating an educational and entertaining video surrounding its Whopper burger.

Budweiser: Tagwords

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Budweiser, a beer brand, promoted its tagline "the beer behind the music" through an out-of-home campaign in Brazil.

Chicken Licken: Sbu 2.0

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Chicken Licken, a South African fast food brand, increased sales of its Hotwings by using the topicality of AI to make a humorous TV commercial.

Bradesco: ‘Next’ Bank

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bradesco, a bank, launched an app to help it reach a younger, digital-first generation in Brazil.

Sunsilk: Hair Talk

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to its viral film which prompted the brands 13.1% growth.

LADbible/Plastic Oceans International: Trash Isles

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the agenda in the UK by turning a country-sized patch of trash into the world's 196th nation.

Viceland: Things – Vice Vote

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

VICE Media, a digital media and broadcasting company, shut down its platforms, opened a caller line and used iconography to encourage young Americans to discuss politics and vote in the 2018 midterms.

GRAMMY Awards: Compton

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.

KASIKORNBANK: Friendshit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kbank, a bank, entered Thailand's popular culture with its online film, which also increased its mobile banking users from 5.6 million to 9 million.

McDonald’s: Ice Cream History In the Making

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, a fast food chain, partnered with YouTubers to authentically reach youth in Germany and increase sales of their dessert range.

Canon Vs Smartphone

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Canon, a camera brand, rebuilt Canon camera relevance and sales, launched a three-phase campaign in the US that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

Free Democrats "Dark Diaries"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Free Democrats Party (FDP), a political party in Germany, rejuvenated its party by attracting young voters in Germany.

Sting: Remake The Boxer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

Nett Tampons: Boys React To Tampons

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.

Coca-Cola Fan Feat

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, increased sales and emotional engagement in Brazil by getting music fans to pick three artists to collaborate on a new song.

Puma Suede Gully

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

PUMA Sports, a sportswear and equipment brand, increased sales in India by creating a street collaboration and music video that used rappers to engage youth and encourage them to pay a premium for PUMA.

Taco Bell: Web Of Fries

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Taco Bell, a fast food chain, promoted a real product to US customers with a fake film that made Nacho Fries Taco Bell’s best-selling product launch in its history.

Wendy's: Webeefin?

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Wendy's, the fast food chain, created a hip hop song calling out its competitors in the US, which helped the brand achieve more than 3.6 million streams.

Samsung Electronics Benelux: Samsung Smartsuit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Samsung, the electronics company, increased its awareness in the Netherlands by sponsoring Dutch Skaters during the Winter Olympics.

Millennials & youth