Understanding Youth: Case Studies
Many of the best youth campaigns are coming out of Canada. Go behind the scenes in several detailed case studies to learn how they did it (and how you can too).
 Nathan Rosenberg CMO Virgin Mobile |
BRANDS THAT EMBRACE THE COMMUNITY Virgin has long been a global leader and innovator in the area of corporate social responsibility. Nathan Rosenberg will focus on three of Virgin’s many campaigns: Flick Off, the environmental initiative that originated in Canada; the Virgin Musical Festival, which supports the arts community; and the Virgin Group’s Charitable Foundation, whose focus is to deliver real and lasting change. All of these programs show the company’s commitment to supporting and embracing its communities—and all have resulted in a huge and loyal following within the youth marketplace. Learn what works—and how to do it—from the very best. |
OTHER GREAT CASE STUDIES
SOCIAL MEDIA GONE RIGHT
Nissan Cube: The World’s First Car Launched Without a Cent of Advertising
Jeff Parent, VP Sales and Marketing at Nissan Canada, on how the Cube struck a chord with its Gen Y consumer thanks to hugely innovative marketing.
TAPPING INTO CONSUMER-GENERATED CONTENT
The Dorito’s Guru: More Than a Flavour of the Month
Andrew Sutherland, Director of Marketing at Frito Lay Canada, on how the “Become a Dorito’s Guru” campaign leveraged consumer-generated content to brilliant effect.
