Article
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WARC Best Practice, November 2019
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.
Article
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Mark Beasley, WARC Best Practice, February 2016
This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
News
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30 October 2019
Brands in Australia are not spending enough time and attention on those who have the most money to spend – consumers aged 50 years and over – according to a new report by WPP AUNZ.
News
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15 October 2019
With China a crucial market for global luxury, brands and retailers need to be alert to shifts in consumer behaviour; Jing Daily identified several trends from the recent Golden Week holiday.
Case Study
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MMA Smarties, Finalist, LATAM, 2019
Brahma, a beer brand, developed a geolocation-led banner that took Argentinian users directly to the check-out basket of its newly partnered, on-demand app, Rappi, successfully increasing sales.
News
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27 September 2019
DC Thomson, the UK publisher with titles ranging from the Dundee Courier to the iconic Beano comic, has launched a premium monthly magazine aimed at women aged over 55 and it is confident advertisers will want to reach this demographic.
News
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25 September 2019
Contrary to received wisdom, Baby Boomers are not disinterested in the launch of a new product or service, but they are unlikely to adopt it until it has been recommended in some manner, new research suggests.
Case Study
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Nainika Chauhan, Mehak Jaini, WARC Prize for Asian Strategy, Entrant, 2019
Pay-TV channel Sony Max 2 used a multichannel strategy to boost brand recall and viewing times in India.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2019
Volkswagen, an automotive brand, increased premium sales of its Amarok pickup truck in Australia by launching four campaigns that uncovered its ute (utility vehicle) dramatically after an unbranded and disguised ad.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2019
Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.
Case Study
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Design Business Association, Silver, 2019
Warner Edwards, a distillery, redesigned its bottle to represent the same passion and attention that went into making its gin, in order to increase on and off trade sales in the UK.
Article
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Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019
Coca-Cola, the beverages company, sought to better connect with senior shoppers by delving into their shopping behaviours and product preferences.
Case Study
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SABRE Awards, North America, Multicultural Marketing, Gold, 2019
Casey House, a hospital specializing in HIV/AIDS, changed perceptions of HIV sufferers among the general public in the US and Canada by launching a HIV+ spa that offered treatments from people living with the disease.
Case Study
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SABRE Awards, North America, Marketing to Seniors, Gold, 2019
Pfizer, a pharmaceutical company, increased awareness of the vaccination against pneumococcal pneumonia for baby boomers in the US by launching a video campaign with football legend Terry Bradshaw.
Article
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Low Lai Chow, Event Reports, FIA Food for Future Summit, April 2019
Food safety, sustainability and local tastes are three consumer trends defining Asia’s food category in 2019.
Case Study
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Dmitry Anureev, WARC Awards, Entrant, Effective Content Strategy, 2019
Voltaren, the anaesthetic brand owned by GSK, drove sales in Russia by targeting women over 50 with a social media driven campaign.
News
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19 April 2019
Marketers are often guilty of a tendency to “segment everything into little boxes”, but consumers rarely fit neatly into their assigned roles and it can be easy to miss the subtle changes that are taking place across demographics.
Case Study
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Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Silver, Effective Social Strategy, 2019
Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.
Article
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Low Lai Chow, Event Reports, Ipsos PEEL: The Changing Face of The Asian Consumer, April 2019
Market research company Ipsos advises on how brands can better understand Asia's fast-evolving Gen Z, seniors and affluent demographics.
Article
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Research on WARC, April 2019
Looks at our ageing societies and the challenges and opportunities they face as ageing generations are having larger effects on populations around the world.
Case Study
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Harriet Sanders, WARC Awards, Shortlisted, Effective Innovation, 2019
Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, Food Products, 2018
Abbott, a healthcare company, increased market share in Singapore by launching an emotive video campaign, aimed at caregivers, which showed the importance of strength among seniors.
Article
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Euromonitor Strategy Briefings, March 2019
Reviews the global demographic setup, income and key traits of Baby Boomers, while giving insights and examples into what businesses can do to target this consumer segment.
Rankings
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Kawal Shoor, Rankings Articles, March 2019
India’s oldest music label Saregama ranks at number one on the Effective 100 rankings with its retro music box aimed at an older generation of music fans.
