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Royal Mail – Matter
Warc Word of Mouth Marketing Awards, 2008
This case study covers the Royal Mail's 'Matter' campaign, which used a subscriber-based service to send people ten objects from ten different brands.
This case study covers the Royal Mail's 'Matter' campaign, which used a subscriber-based service to send people ten objects from ten different brands. 'Matter' aimed to act as a curator and editor, making sure all the advertisers offered items that subscribers wanted to receive. The 'Matter' boxes were all sent out at once, but the contents varied for different people, based on their preferences. The initial mail out went to 944 people, and within two weeks 20,000 subscribers were signed up, and the promotion was reviewed on over 100 blogs and other publications, as well as receiving exclusive offers from Virgin Atlantic and Stolichnaya Vodka, which were oversubscribed. The subscriber numbers soon increased to over 40,000, a vast number of which were tech-savvy, connected, hard-to-reach and influential consumers. As well as proving highly popular among consumers, marketing strategists also praised the innovative and influential elements of the campaign.
Aquafresh – Iso-Active launch
Warc Word of Mouth Marketing Awards, Grand Prix Award, 2008
This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign.
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 sustained repeat purchase. The target audience was 10,000 'influencers', who were recruited via Wildfire's Influencer Identification tool. A social network community site enabled triallists to share product experiences and recommendations, as well as to send information to a friend, read in-depth brand regime briefings, and discover where to buy the product. The results included 578,000 brand page-views, over 200,000 product trials and an intention to purchase rate that was five times higher among influencers than the national average.
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