The Youth Lab oversees all of the agency’s youth engagement strategy and brand campaign planning work. The Youth Lab uses its bespoke DECODE methodology for major strategic projects - a 7 step process to youth relevance.
- Insight-Led Strategies & Propositions
- Brand Planning, Campaign Planning & Engagement Strategies
- Brand / Marketing Playbooks
- Workshop Development & Facilitation
- Concept Testing
- Measurement & Evaluation Programmes
Latest work in Strategy & Planning
Unlocking brand relevance for a famed brand under-indexing with youth
The Youth Lab was tasked by a global coffee brand with investigating what it's like to be young from the perspective of Gen Z and...
Connecting the travel industry to next gen digital explorers
The Youth Lab partnered with one of the world’s largest travel companies, to help them futureproof one of their brands, a global hotel booking site...
Helping a bank be relevant in a sustainable way
One of Ireland’s leading financial service providers was struggling to connect with young students at both secondary and tertiary levels and lacked understanding of their...
Expanding a brand family from the salon into the every day
Our global FMCG client identified an opportunity in the consumer retail category for one of the world’s leading salon and styling brands. We needed to...
Electric Ireland - #ThePowerWithin
Once in a while, you get your hands on a brief that doesn’t just challenge the mind, it inspires the mind.
Latest insights in Strategy & Planning
BLACK LIVES MATTER: PROTESTING IN A PANDEMIC
TW: this article addresses themes of violence toward black people and the murder of George Floyd.
8 THINGS TO KNOW ABOUT TIKTOK TODAY
TikTok generated "the most downloads for any app ever in a quarter" in Q1 2020.
THE CLASS OF 2020
“You’re going to have to grow up faster than some generations.”
FACING FASHION UNDER LOCKDOWN
Lockdown, shelter in place or cocooning - whatever you call your current status - the global necessity for us to stay in our homes has...
COVID CHANGEMAKERS: FUNDRAISING & FUN FOR THE FRONTLINE
Covid-19 has sparked a new era of the everyday hero. Captain Tom Moore (arguably one of the biggest cultural heroes of the moment), walked 10...
EMERGING IN AN EMERGENCY
This week, The Youth Lab launched the 2020 edition of Youth Culture Uncovered; an annual insights’ programme exploring the hypothesis, “what’s it like to be...
STREAMING & COVID: THE TIGER KING CRAZE
From Disney+ to Animal Crossing, entertainment consumption has sky-rocketed over the past few weeks.
FINDING THE FRONTLINE
Essential workers weren’t necessarily lost, but it feels like they’ve been found. We’ve found new ways to acknowledge them. We’ve found new ways of appreciating...
“I’m lucky to have a fun dad at home who can help me make TikTok videos.” Eli, 13, US.
“Digital dance raves. Streaming soundbaths. Book readings by phone. Now we’ve gotta get creative… The housebound are nimbly pivoting to virtual social gatherings. They’re holding...
COVID-19: HOW ARE YOUTH FEELING RIGHT NOW?
“Honestly, it’s quite scary… It’s terrifying.” Gil, 14, UK
POST-CANCEL CULTURE: CORONAVIRUS & ‘CANCELLED’ 2.0
“Cancel Culture: A modern internet phenomenon where a person is ejected from influence or fame by questionable actions. It is caused by a critical mass...
INSTAGRAM THROUGH THE EYES OF A 15 YEAR OLD
This 52INSIGHTS is brought to you by 15 year old Siún from Ireland, where she addresses the use of social media (Instagram) and body image.
YOUTH CULTURE, CORONAVIRUS & SELF ISOLATION
“Coronavirus makes clear what has been true all along. Your health is as safe as that of the worst-insured, worst-cared-for person in your society. It...
SEX & LOVE
This 52INSIGHTS explores themes related to the youth perspective on sex and love, addressing questions like “what platforms are young people going to for sex/dating/love...