Create online communities to reach youth, says expert

Canadian marketers targeting the lucrative teen market must start creating the kind of online communities young people are seeking, or risk losing their audiences to U.S. sites.

According to Patrick Thoburn, director of research and Internet strategy at Toronto-based Youth Culture, a youth media and research company, online features like message forums, chat lines, music, merchandise, information and, often, peer education, are building compelling online relationships with teens.

At a recent breakfast seminar organized by DoubleClick Canada, Thoburn unveiled some of the findings of Youth Culture’s teen study, to be released in April and discussed at Strategy’s Understanding Youth conference, May 8 and 9.

According to Thoburn, the number one Canadian site among Canadian teens is Muchmusic.com. Other sites that register with teens are primarily U.S.-based, including Zap.com, Comics.com, Spank.com, Billboard online, Delias.com and Bolt.com.

The latter, a New York-based site for high school and college students, with two million registered users, is, according to Thoburn, the most popular U.S. online community among Canadian teens – 10% of its visitors are Canadian, despite the fact that it has done no marketing in Canada.

The users of Bolt.com create 95% of the content, chat rooms are unsupervised and unedited, and every member gets a free local phone number, where they can receive voice-mail, and send and receive e-mail and faxes, says Thoburn. The Bolt online store constantly drops unwanted products and picks up stuff teens want – based on regular teen polls.

‘By turning over power to the teens, Bolt is trying to change franchising into a franchise itself,’ he says. ‘These online communities really go beyond the more passive relationships of traditional media – it’s the social and interactive aspects of these sites that make them most fulfilling for teens.’

Cannes Lions 2025: More Lions go to Rethink and Weber Shandwick

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.