Millennials & youth

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The Real Cost / FDA Center for Tobacco Products: Scary Enough

Case Study • ARF Ogilvy Awards (US), Gold, 2021

The FDA, a department of health and human services, launched a campaign in the US to raise awareness of the dangerous risks to vaping.

Amtrak: Get Carried Away

Case Study • ARF Ogilvy Awards (US), Gold, 2021

Amtrak, a national passenger railroad, launched a campaign in America to make the oldest mode of city-to-city travel relevant to a whole new generation of travellers who had grown up flying and driving.

truth: Read Between the Lies

Case Study • ARF Ogilvy Awards (US), Bronze, 2021

Truth, a US non-profit organization, launched a campaign in the US to establish Big Tobacco as a clear and present danger to the Black community.

Michelob ULTRA: Courtside

Case Study • ARF Ogilvy Awards (US), Gold, 2021

Michelob ULTRA, a beer brand, launched a campaign in the US to grow its cultural relevance with younger, urban drinkers.

L'Oréal: How an international brand integrates China consumer insights

Opinion • Sarah Jia, January 2022

While many of L'Oréal's brands are foreign, L'Oréal China’s Katia Lan says the cosmetics giant is able to connect with Chinese consumers through intangible cultural heritage. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

What we know about marketing on Snapchat

Article • WARC Best Practice, January 2022

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

What we know about marketing on TikTok

Article • WARC Best Practice, January 2022

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

Bose: #DiscoveredAtHome

Case Study • DMA (UK), Silver, 2021

Bose, an audio equipment brand, connected with young people at home during the COVID-19 global lockdown by inviting up and coming UK artists to perform to millions of people from their homes.

International Olympic Committee / The Coca-Cola Company: I Belong Here: The Olympics: Tokyo 2020

Case Study • DMA (UK), Silver, 2021

The International Olympic Committee, a non-governmental sports organisation, and The Coca-Cola Company, a beverage company, increased engagement among young audiences for the Toyko 2020 Olympics with a digital and social campaign that showed its inclusive nature.

Oreo: The Playful Network

Case Study • DMA (UK), Gold, 2021

Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.

The Open University: Your ambition. Our mission.

Case Study • DMA (UK), Silver, 2021

The Open University (OU), a university, launched a campaign in the UK to dispel myths and recruit students.

Lynx: LynXmas, Smell Ready for Christmas

Case Study • DMA (UK), Gold, 2021

Lynx, a deodorant owned by Unilever, increased sales and value share of Lynx Africa in the UK.

NHS: We Are The NHS – Then, Now, Always

Case Study • DMA (UK), Gold, 2021

NHS England, the country's national health service, drove recruitment during the COVID-19 pandemic with its We Are The NHS campaign.

VOXI: Eyes On

Case Study • DMA (UK), Silver, 2021

VOXI, a mobile network, boosted its social media presence among young creatives in the UK by launching an Instagram competition that provided prizes to support them during the pandemic.

The Kiyan Prince Foundation: Long Live The Prince

Case Study • DMA (UK), Gold, 2021

The Kiyan Prince Foundation (KPF), an organisation that tackles knife crime, raised funds and spread its message in the UK.

Hellmann's: Animal Crossing

Case Study • DMA (UK), Gold, 2021

Hellmann's, a condiment brand, donated 50,000 meals to people in need over Christmas and raised awareness of food waste in the UK.

Laithwaites: Wine Cellar Feeling

Case Study • DMA (UK), Gold, 2021

Laithwaites, a wine retailer, increased brand awareness in the UK with a humorous campaign that tackled wine snobbery.

LACTOGROW: Dream big – grow happy campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Lactogrow, the growing up milk brand, wanted to overcome its main competitors and establish prominence in the category in Indonesia.

Nescafe: Next dalgona hunt

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Nescafe, the coffee brand, changed its perception among customers in Indonesia.

MPWR: PWR Takeover

Case Study • MMA Smarties, Indonesia, Silver, 2021

MPWR, the digital telco brand, generated mass awareness and gained followers for the brand in Indonesia.

Wardah: Heart to heart

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, wanted to own the Ramadan moment to strengthen its position as pioneer of Halal cosmetics in Indonesia.

McDonald's / Spotify: The magical symphony of McFlurry color surprise

Case Study • MMA Smarties, Indonesia, Silver, 2021

McDonald's, the fast food chain, innovated its product to capture a new audience who would purchase the McFlurry in Indoneisa.

Kopi Negeri: Filosofi Kopi Negeri

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wall's, the ice cream brand, launched a new ice cream in Indonesia.

Wardah: Colorfit ultra light – colors that fly me to Korea

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, launched a limited edition of its best seller lipstick in Indonesia.

Rejoice: Jeju rose "Mendadak K-Drama"

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Rejoice, the shampoo brand, saw an opportunity to launch affordable Korean-inspired shampoo in Indonesia.

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.
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.
What we know about marketing on TikTok

Article • WARC Best Practice, January 2022

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