Article
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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.
Article
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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.
Article
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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.
Article
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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.
Article
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Ola Mobolade, WARC Best Practice, May 2016
This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.
News
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22 October 2019
Social video sharing platform TikTok believes advertisers can significantly increase ad recall, brand awareness and favourability in Japan by adopting three new marketing drivers which it abbreviates to WTF.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Think!, the UK government's designated road safety campaign, launched a campaign to reach a disproportionately vulnerable audience, young male drivers aged 17-23 in a push to combat recklessness and save lives.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Vodafone, the telco giant, launched the first youth mobile provider, VOXI, in the UK to surpass Vodafone's consideration among under 25s.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Diesel, the luxury clothing brand, took over street fashion by selling misspelt branded t-shirts in a pop-up in New York's underground.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.
Case Study
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Account Planning Group - (UK), Entrant, 2019
KFC, a fast food restaurant chain, created the most successful launch of Double Down in any market, by promoting it as something exclusive with the "if you can't beat it, double it" messaging in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
ARMEDANGELS, a fashion label, re-framed the entire topic of sustainability in fashion in Germany causing an explosion in awareness for the brand.
Case Study
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Account Planning Group - (UK), Silver, 2019
The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".
Case Study
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Account Planning Group - (UK), Bronze, 2019
ASOS, an online fashion retailer, collaborated with Gen Z artists and activists to launch a new brand in the UK, making it the fourth highest selling brand on the ASOS platform during the campaign.
Case Study
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Account Planning Group - (UK), Entrant, 2019
CoppaFeel!, a breast cancer charity, increased breast checks in the UK by 10% as a result of it shifting its focus away from the boobs and onto the hands that check them.
Case Study
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Account Planning Group - (UK), Bronze, 2019
ellaOne, an emergency contraception brand, inspired women across Europe to kick-start a movement, which transformed sales and even broken LINK test records.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Diesel, the high-end clothing brand, used the online hate the brand was receiving to fuel its latest fashion collection in the US.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Gaviscon, the heartburn relief brand, transformed its approach to engage a younger audience and drive affinity for the brand in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Department for Education, a UK government body, reversed some of the negative perceptions people have of apprentices in the UK.
Case Study
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Jay Chiat Strategic Excellence Awards, Honor, Connection Strategy, 2019
Wrangler Network, an online community for fans of the Western lifestyle, encouraged a younger generation to buy its products in the US by launching a collaboration with hip-hop artist Lil Nas X.
