Youth Report

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Anatomy of a youth fan

From grassroots efforts to targeting subcultures, our youth report examines how brands like HP and Virgin, as well as up-and-coming musical artists, are building loyalty among Gen Y.

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Youth by the numbers

More than 500 teens and young adults were polled by Conversion and SPC Card about what makes them love (and not love) certain brands. Here’s an infographic look at the results.

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Building loyalty with youth

What do HP, Virgin Mobile and Red Bull have in common? By letting youth customize how they want to engage, they’re winning true fans.

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Battle of the bands

Take a brand-building lesson from Hollerado and Lights, two musical acts that are building impressive fan bases through grassroots initiatives, social engagement and DIY approaches.

Upfront

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Q&A: Scott Goodson’s Uprising

The expat Canadian founder of StrawberryFrog discusses his new book and how brands can (and should) harness the power of cultural movements.

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Oasis tricks out its juice boxes

The Quebec-based A. Lassonde brand is using augmented reality to turn its Tetra Pak cartons into controllers for an online game.

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New frontiers

We caught up with a few folks who recently left the comfort of their previous posts, and asked them about their new gigs and future plans.

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Lego builds its base with girls

A cross-country mall tour orchestrated by Toronto-based BStreet helped launch the toy co’s new female-focused Friends line.

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Taxi takes a stand against potholes

The agency’s Montreal office has created an iPhone app that acts as a warning system for drivers.

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Youth marketing is just marketing – on their turf and terms

A broad 18- to 24-year-old target won’t cut it, argues Sid Lee VP Eric Alper. To reach youth, you need to go niche.

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‘Eff you’ pendulum has swung: conservatism is the new cool

At a time when individualism reigns supreme, big brands are losing clout with youth, writes Conversion SVP Mike Farrell.

Back Page

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Back Page: The future of cool

The creatives at JWT offer up a few predictions on youth trends to expect in the year 2014.

Features

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Generation tech demands digi-retail

From social networking to augmented reality, kids have an unprecedented level of digital know-how, and they’re demanding the same of retailers.

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Youth marketing that pops

As Coca-Cola cranks up the volume on Covers and bows “Move to the Beat,” strategy talks to Canadian president Nicola Kettlitz about how the brand is engaging teens through music and social media.

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The next kid thing

From participatory cross-platform TV to junior franchisation, our experts predict four upcoming trends for little ones.

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The sweetest battleground

Some of the wackiest, most innovative advertising lately is coming from the candy industry. Is confectionery the new hotbed of creativity? In other words, is candy the new beer?

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Rolling Rock keeps it simple

The beer brand’s first Canadian campaign, developed by Red Urban in Toronto, champions uncomplicated bar behaviour.

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Amour wants viewers to go all the way

A campaign by Dare Vancouver offers to fulfill people’s typically doomed fantasies.

Shopper Marketing Forum co-chair Martin Rydlo, director of strategy & initiatives, Campbell Company of Canada

Photo gallery: 2012 Shopper Marketing Forum

Our annual event saw industry members gather in Toronto to hear some of the top shopper marketing experts in the business share their views on how to move the industry forward.

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