Seniors

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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.

Amazon Prime Video outperforms among older audiences

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

Maeil Dairies: Selex (Great reversal drama)

Case Study • YouTube Works for Brands, Korea, Best brand launch campaign, 2020

Maeil Dairy, a dairy products brand, promoted its high-protein product Selex in Korea with a film reminiscent of TV drama.

Gaming gives retailers another chance – but they need to act on it

Opinion • Simon Hathaway, September 2021

Outform’s Simon Hathaway shares some of the findings and implications from a recent study into gaming, gamers’ habits, and what it means for brands.

TENA: Our bodies change, but why should we?

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.

Gen Z spend more time gaming than using social media

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of media consumption among age groups.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Cadbury and Age UK: The Originals

Case Study • SABRE Awards, EMEA, Gold, 2021

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

Millennials most engaged with Olympics sponsorship

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of engagement with sports sponsorship among Olympic fans.

Five media trends that got the industry talking at Cannes Lions 2021

Opinion • Alex Brownsell, June 2021

Gaming, data ethics and ‘augmented connectedness’ were among the themes being discussed by Media Lions judges.

HomeEquity Bank: HomeEquity Bank Rebrand

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

HomeEquity Bank (HEB), a bank, launched a campaign in Canada to increase brand awareness and challenge outdated perceptions about seniors to promote its reverse mortgage solution.

LeafFilter: Growing through COVID

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

LeafFilter, a company offering gutter protection systems, launched a campaign in the USA to achieve aggressive sales growth through national television.

L'Oréal: The Non-Issue

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

L'Oréal Paris, a makeup brand, collaborated with Vogue to release a special edition of the magazine in the UK called The Non-Issue which celebrated older women's worth.

HomeEquity Bank: #PauseToRemember

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

HomeEquity Bank, a Canadian banking institution, created a campaign that encouraged leading video game players to have a virtual ceasefire in respect of Canadian war Veterans on Remembrance Day.

Healthcare Consortium: #StopMedicalDistancing

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Healthcare Consortium – an alliance of healthcare providers – encouraged people to keep up with their preventative healthcare visits during COVID-19 in the USA.

67% of TikTok users are under 24 while Instagram and YouTube attract older audiences

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of Instagram, TikTok and YouTube audiences by age group.

TikTok expands its user base to older audiences

Data • Rob Clapp, WARC Data Points (Curated), May 2021

An overview of TikTok users by age groups.

80% of postponed major purchases to be made within one year

Data • Cinzia Petio, WARC Data Points (Curated), April 2021

An overview of when postponed purchases will be made in the United States.

Talkin bout my generation? Designing inclusive digital experiences for the over 65s

Opinion • Kam Phullar, March 2021

Marketers can be obsessed with the “next generation” of younger consumers, but the over 65s are an increasingly valuable customer base. The world’s population is ageing and it’s anticipated that one out of every five people in the world will be 65+ by 2050. And this group also holds an ever increasing proportion of global wealth, estimated to be around US$15 trillion .

Why Saga swapped utility for empathy – in both product and communications

Article • Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2021

Senior-focused company Saga needed to improve how it spoke to its (potential) customers – it engaged current research to tailor both its products and communications.

Homebound Brits turned to streaming in 2020

Data • Cinzia Petio, WARC Data Points (Curated), March 2021

An overview of video consumption across different age groups in the United Kingdom in 2020.

How Prudential responded to changing retirement needs during COVID-19

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points (Curated), March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

How to make a brand appeal to a 55-year-old like me

Opinion • Mike Teasdale, March 2021

Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience.

Strategy Toolkit module 5: Generating insight

Article • WARC 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.

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.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
What we know about marketing to seniors

Article • WARC Best Practice, December 2020

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.
How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
Four themes for the grocery market in 2021

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article addresses the themes, identified by Kantar, that will be driving the fast-moving consumer goods market in the year ahead.