Millennials & youth

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Post-COVID expectations and behaviours: Gen Z and financial services

Article • Liz Baines, WARC Exclusive, July 2021

The financial lives of Gen Z have been thrown into turmoil by the COVID-19 pandemic.

Tapping the pent-up energy of millennials and Gen Z

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment.

The streaming opportunity for Financial Services and Insurance brands

Opinion • Liz Song, July 2021

Or, how to support Gen Zs and millennials throughout their financial journey. Spotify’s Liz Song explains how m usic streaming and financial services advertising can work together .

The Great Wall of opportunity: Marketing insights from China’s census

Article • 黄卓颖，极致传媒大中华区首席策略官, WARC Exclusive, July 2021

Brands that get ahead of national policies which are based on data from China’s decennial census are the ones that often gain the most consumer traction in the market; Initiative China’s Abby Wong has insights for those planning their strategies.

The Danish Safety Technology Authority: New Year's again

Case Study • SABRE Awards, EMEA, Gold, 2021

The Danish Safety Technology Authority, a government agency, encouraged people to stay safe while enjoying fireworks on New Year's Eve in Denmark.

State Department for Housing and Urban Development: Kazi Mtaani

Case Study • SABRE Awards, EMEA, Gold, 2021

Oxygene, a communications agency, launched the National Hygiene Program (Kazi Mtaani) – a national initiative designed to cushion vulnerable youths from the effects and response strategies of the COVID-19 pandemic in Kenya.

Lynx: Marmite x Lynx – The World's First Social Distancing Deodorant

Case Study • SABRE Awards, EMEA, Gold, 2021

Marmite, a food spread made from yeast extract, and Lynx, a deodorant brand, partnered to launch the world's first social-distancing deodorant in the UK.

Globalworth: Sound Codes of Romania

Case Study • SABRE Awards, EMEA, Gold, 2021

Globalworth, a real estate company, encouraged millennials in Romania to engage with Romanian national identity with its Sound Codes of Romania campaign.

adidas: ZX – Everything is Cake

Case Study • SABRE Awards, EMEA, Gold, 2021

adidas, a sportswear brand, launched its new Originals ZX trainer by partnering with Deliveroo to get an edible and wearable version of the shoe in customers' hands.

TietoEVRY: The Polite Type

Case Study • SABRE Awards, EMEA, Gold, 2021

Nordic IT company TietoEVRY partnered with The Children and Youth Foundation to bring a solution-focused approach to the discussion surrounding cyberbullying worldwide.

ITMO University: #DigitalNative: 2020 Admission Campaign

Case Study • SABRE Awards, EMEA, Gold, 2021

ITMO University, a state-supported university in Russia, encouraged high school leavers to apply to the university.

Samsung Electronics: Solve for Tomorrow

Case Study • SABRE Awards, EMEA, Gold, 2021

Samsung, a technology company, helped young people in Germany develop the skills needed to build sustainable 5G businesses with its Samsung Solve for Tomorrow programme.

adidas: Rent-A-Pred

Case Study • SABRE Awards, EMEA, Gold, 2021

adidas, a sportswear brand, increased buzz surrounding its Predator football boot with its Rent-a-Pred campaign in the UK.

Wray & Nephew x Kano

Case Study • SABRE Awards, EMEA, Gold, 2021

Wray & Nephew, a rum brand, increased sales in the UK by hosting a live music event with the British-Jamaican musician Kano.

Karo Pharma/Asan: Reclaim intimacy

Case Study • SABRE Awards, EMEA, Gold, 2021

Asan, an intimate hygiene brand, created a sex education video to show young people in Norway what real intimacy looks like.

Simple: #ChooseKindness

Case Study • SABRE Awards, EMEA, Gold, 2021

Simple, a skincare brand, quickly redesigned the launch of its new Simple Daily Skin Detox product range in Turkey to stand by actress and influencer Asli Bekiroglu and condemn cyberbullying.

Veganism in India: Trends and opportunities

Article • Wolfzhowl, Research on WARC, July 2021

Examines the factors leading to the growing trend of veganism in India.

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.

Influencer marketing: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, June 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Tapping the power of influencer marketing: How Indian brands can get it right

Article • Shrutika Nagpal, WARC Exclusive, Spotlight India, June 2021

Influencers may not be experts or celebrities, says Scatter Content’s Shrutika Nagpal, but their value lies in the helpful, credible and authentic information they are able to provide to consumers, thus aiding marketers in their quest to build loyalty.

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.

Gen Z and e-commerce: Expectations in the post-COVID era

Article • Steven Moy, WARC Exclusive, June 2021

Social commerce and ethical innovation will be major priorities for brands looking to connect with Gen Z shoppers in the post-COVID world.

Fundación Summer and Canal 13: #GoodByeCiberBullying

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

Fundación Katy Summer, a charity dedicated to helping prevent cyberbullying, launched a campaign in Chile that used AI to create a song sung by Katy about cyberbullying after her passing.

Truth: Treatment Box

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

truth®, a campaign aimed at eliminating teen smoking, launched its Treatment Box campaign in the USA to tackle opioid addiction among young people.

Coca-Cola: The phonetic can

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

Coca-Cola, a soft drink brand, turned every can of Coke into an opportunity to learn with its Phonetic Can campaign in South Africa.

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.
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, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
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.
How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.