Target groups: Opinion leaders, mavens

 

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustai ...

Most of us would accept that word-of-mouth communication has huge potential, but the challenge for brand and media planners is to harness its growing power and influence in such a way that it delivers ...

What will society look like in 2015 and what can a product and service provider do now to prepare for such an unknown place? This paper seeks to address these challenges, in order to develop a view of ...

Has the monopoly of traditional population segmentation criteria and sampling methods come to an end? Can demographics (employment, age, sex, ethnicity, etc) or behavioural consumption and cultural ha ...

This article summarises the book 'Join the Conversation: how to engage marketing-weary consumers with the power of community, dialogue, and partnership', by Joseph Jaffe (Wiley, 2007). The key premise ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

Word of mouth (WOM) is attracting increased attention as a vital source of influence on purchase decision- making. The rapid uptake of online social networking and other types of Web 2.0 applications ...

This article argues for the importance of influencers (or advocates) in shaping the future growth of a brand, and introduces FutureView, a TNS research tool for identifying the 'future shapers' for sp ...

This paper discusses the recruitment and image campaign run in 2005-06 by the Police Service of Northern Ireland (PSNI). It was important for the PSNI to attract community leaders and ethnic minoritie ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovat ...

The campaign "Drunk Driving's a Serious Crime. Let's Treat It That Way" was originally created in 1997 for the Connecticut chapter of Mothers Against Drunk Driving (MADD). ...

In 2002 the nonprofit arts-advocacy group Americans for the Arts (AFA) teamed up with the Advertising Council, the producer of a myriad of public-service advertising campaigns, to present the " ...

In 1999 the American Civil Liberties Union (ACLU), a nonprofit corporation dedicated to the preservation and extension of constitutional liberties, hired its first advertising agency, New York City-ba ...

This paper describes the 2005 campaign by the Comic Relief coalition to 'Make Poverty History'. It demonstrates how the unifying idea was built and communicated to key individuals attending the G8 con ...

The NSPCC's 'Full Stop' campaign began in 1999 with the objective of making people understand that stopping child cruelty was everyone's responsibility by bringing the issue into the open, and getting ...

This 2005-06 campaign to launch the Sony Bravia LCD TV set out to target digital influencers, who would then in turn influence more mainstream consumers. To be successful in this area, the campaign so ...

This small budget campaign for the Disability Rights Commission in 2005 was intended to raise awareness among opinion formers (journalists, politicians, and the ABC1 public) of the extent to which dis ...

This short paper discusses the launch of the new Citroen C6, a top of the range car, in the second quarter of 2006. The campaign aim was to create a VIP database of prospective buyers, and update the ...

Toyota faced an industry challenge of establishing a credible positioning as 'environmentally friendly', and it achieved this through getting buy-in from opinion leaders throughout Europe, and via a m ...

It's okay if you're a Muslim, a Christian or a Jew. It's okay if you're agnostic, and don't know what to do. Join the all-inclusive celebration, with no contractual obligation. Happy Chrismahanukwanza ...

By November of 2004, Vonage had secured 268,000 subscribers and was ready to break into the broader market for fixed line telephone service. It wanted to increase brand awareness, solidify its leaders ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

Hewlett-Packard faced a tough challenge when the printing market shifted to photo printing, leaving the brand with less relevance versus competitors. It took a dramatic shift in advertising - from spe ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

Claire Spencer, chief executive at i-to-i research, describes research undertaken in January 2005 to better understand the 'rogue' 30% of the British public who did not support London's bid to host th ...