Millennials & youth

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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.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

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

Data • Cinzia Petio, WARC Data Points, April 2021

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

Judgementalists, bias situators, sugar-coaters, rationalisers: Understanding millennials’ behaviour in online brand communities

Article • Genevieve Silk, Research on WARC, April, 2021

Millennial customers in online brand communities (OBCs) can be divided into four groups, according to a qualitative study in the UK.

Sexy sports: Brands and the untapped potential of e-sports

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

Growing together in Indonesia: How marketing collaborations benefit big and small brands

Article • Imperia Oktabrinda, WARC Exclusive, Spotlight SEA, April 2021

It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda.

What brands can learn from Unilever’s purpose-led growth

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, March 2021

Purpose is at the centre of all that Unilever does – not just because the consumer goods giant believes it is the right thing to do but because it is also the best way to ensure long-term growth.

Homebound Brits turned to streaming in 2020

Data • Cinzia Petio, WARC Data Points, March 2021

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

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

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

Why identity is important

Article • Lori Meakin, WARC Exclusive, March 2021

There are opportunities for luxury brands that recognise people want to create their own sense of identity and choose brands that help them express that.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Pizza Hut: Female gamers' new hero

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

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.

Bear Brand: #BISABANGET

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Bear Brand, a sterilised milk drink, launched a campaign that centred on the multiplicity of usage to appeal to younger consumers in Indonesia.

Philippines Airlines: Ultimate Travel Feels

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

Stayfree: It's Just A Period

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Stayfree, a brand of menstrual hygiene products owned by Johnson & Johnson, strove to ease the tension surrounding menstruation in Indian.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Rexona: The Rexona “Chamba” dance challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

Hennessy: 2020 Tmall super brand day

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

Beyond the Label: Mental Health Public Education

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

L'Oréal Paris: Infallible Hotpot Challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

L'Oréal Paris, a makeup brand, persuaded women in China that its Infallible Cushion face powder could withstand heat and humidity by engaging them with the Infallible Cushion Hotpot Challenge.

Coors Light: Suckers for Brew

Case Study • SABRE Awards, IN2, North America, Best Influencer Programs and Endorsements (Paid), 2021

Coors Light, a beer brand, partnered with the Jonas Brothers to launch limited edition bottles of beer brewed personally by then to leverage the band's organic love for Coors Light.

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.
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.
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.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
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.