Article
•
WARC Best Practice, May 2020
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
•
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
•
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
•
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
•
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
•
18/09/2020
Young Chinese people born after 2000 epitomise one of the paradoxes of modern China: as the country’s economy hurtles into modernity, the dominant intellectual stance hews toward conservative, Confucian ideals – brands need to take note.
Case Study
•
Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020
McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.
Case Study
•
Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Shortlisted, 2020
Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.
Case Study
•
Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Shortlisted, 2020
Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.
Case Study
•
Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020
Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.
Case Study
•
Garron Chiu, Peter Rodenbeck, WARC Prize for Asian Strategy, Shortlisted, 2020
Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.
News
•
14/09/2020
Over the top (OTT) platforms are reigning supreme with urban India’s millennials and Gen Z audiences, according to a report by The Data Sciences Division of Dentsu Aegis Network (DAN) India.
News
•
10/09/2020
The mood of young people in the 15- to 24-year-old age group improved during the first few weeks of lockdown, new research suggests.
News
•
09/09/2020
Consumer behaviour changes in times of distress as people shift their priorities; new research identifies 11 ‘crisis personas’ in Thailand who are adapting to the new normal.
News
•
01/09/2020
Australians are spending significantly more time online engaging with business news and information content as well as personal finance information, according to new data from Nielsen.
Article
•
Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020
New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.
News
•
31/08/2020
Millennials kill and ruin things, yes, but they have also been the buying power behind the rise of new beverage categories as the launch of new seltzers from AB InBev shows.
Article
•
Anna Hamill, WARC Exclusive, August 2020
With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.
Article
•
Jidé Maduako, WARC Exclusive, August 2020
Influencers are finding new ways to connect with consumers and partner with brands during the COVID-19 pandemic.
News
•
19/08/2020
Over two-thirds of millennials and members of Gen Z have purchased or used a new brand since the start of the COVID-19 crisis, a total significantly higher than for older consumers.
Article
•
Research on WARC, August 2020
A report that establishes a deep sense of empathy towards Gen Z audiences by learning about the platforms they use and understanding their motivations.
News
•
31/07/2020
Lockdowns have led to a surge in online activity around the world, but research from Dentsu Aegis Network shows nearly half of Gen Z believe their personal use of tech has a negative impact on their health and wellbeing.
News
•
31/07/2020
Dating apps have evolved to enable users to find social connections generally as well as romance, and in doing so are giving brands more opportunities to create moments which are worth talking about.
Article
•
Chase Buckle, WARC Exclusive, July 2020
Research by GlobalWebIndex into how the pandemic has influenced dating behaviour.
Article
•
dentsu, Research on WARC, June 2020
The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.
