Millennials & youth

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Article • WARC Best Practice, October 2020

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

What we know about marketing on Snapchat

Article • WARC Best Practice, October 2020

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

Les Binet’s media tips for reaching older and younger consumers during the COVID-19 pandemic

Article • Stephen Whiteside, Event Reports, IAB UK Digital Upfronts, October 2020

The TouchPoints database run by the Institute of Practitioners in Advertising (IPA), the trade body, offers numerous guidelines for brands seeking to adapt media strategies during COVID-19.

Car brands use subscription model to reach younger drivers

News • 22 October 2020

These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.

Millennials and Gen Z shape China’s recovery

News • 22 October 2020

As China’s economy continues to rebound in the third quarter, the spending habits and preferences of millennial and Gen Z consumers are crucial to the future wellbeing of the country’s consumer market, according to a recent study.

Over a quarter of UK adults to start Christmas shopping in November

Data • Rob Clapp, WARC Data Points, October 2020

An overview of when UK consumers plan to start Christmas shopping.

Chinese retailer Shein finds favour with American teens

News • 13 October 2020

Chinese fast-fashion retailer Shein has emerged as the second favourite e-commerce site for American teenagers, according to a new report by Piper Sandler.

The two sides of social media during COVID-19

News • 12 October 2020

Young people in Asia Pacific say social media has been both a curse and a blessing during the time of COVID-19.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

I See Vimto In You: How celebrating a spirit of difference took Vimto to new heights

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vimto, a soft drinks brand, launched a TV ad in the UK that encouraged young consumers not to watch and rewarded those who rebelled with entertaining content to show it aligned with their need to be who they really are.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

Rescuing Tango from a Sticky Situation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.

Which?: From kettle reviews to fake news

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Which?, a reviews website, launched a series of creatives that reviewed fake reviews to highlight to UK consumers that it had the facts when the internet was full of fakes.

Building a brand fit for the biggest decision of your life: Made in the Royal Navy

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

How uniting with a common purpose helped L’Oréal Paris UK and The Prince’s Trust unlock the value of young people’s self-worth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.

Stirring souls and selling bowls the wagamama way, through the secret power of cinema

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

British restaurant chain wagamama outperformed the market during the 'casual dining crunch' by using cinema to launch its campaign From Bowl to Soul.

How Soreen used its loaf to become a millennial favourite

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.

Meet the Zennials

Article • Sam Peña-Taylor, Event Reports, World Retail Congress, September 2020

Explores WGSN research into the micro-generation between Gen-Y (Millennials) and Gen-Z.

CMO Conversations: Matt Bushby, UK Marketing Director, Just Eat

Opinion • Anna Hamill, October 2020

Just Eat, a food delivery app, is one of the UK’s fastest growing brands. Matt Bushby, Just Eat’s UK Marketing Director, speaks to WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 about working with new social media platforms such as Twitch and TikTok, the at-home opportunity, and the future of data-driven marketing.

The future of marketing to womxn

Article • Research on WARC, September 2020

Brings together fresh new qualitative research, quantitative data and A/B testing from communities to better understand what Gen Z womxn want from to see from brands.

The unspoken impact of lockdown on India’s silent majorities

Opinion • Kawal Shoor, September 2020

Kawal Shoor offers a breakdown of The Womb's research into India's silent majorities and the questions that marketers must now ask themselves about untapped opportunities to engage.

A three-phase journey into the hearts and minds of Indians during the lockdown

Article • Research on WARC, September 2020

Provides insights from over 180 conversations done by The Womb’s planners and researchers in the three phases of India's lockdown.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
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.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Effective Content Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, December 2019

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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.