Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Date: newest first
Date: oldest first
Foxtel – Gossip Girl: The Chosen
Includes video content
Recommended by Warc editors
Warc Word of Mouth Marketing Awards, Best Targeting Award, 2008
FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8.
FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8. The show follows the friendships, loves and scandalous lives of New York's young and reckless. 'You're nobody until you're talked about' is the tagline for the show, and the use of an exclusive, word of mouth platform therefore aligned perfectly with the show's plot line. Dramas hadn't performed strongly on FOX8 previously, and the launch campaign for Gossip Girl aimed to take a completely new strategy. This involved creating a targeted online community hub; seeding content and key information from the show to the community; harnessing word-of-mouth through 'ripple' to raise awareness of the show and content to truly influential people; and to empower 'influentials' to spread news and content amongst their social connections. The campaign targeted females with an appetite for being 'in the know'. Over the course of the six-week Gossip Girl campaign, 150,000 emails were sent, and psychometric testing was used to identify respondents as 'influencers'. As a result of the word of mouth generated, FOX8 almost doubled its primetime share for 2007, recording 4.0% prime time share, with its share for the timeslot up 5.6 share points to 6.7%.
YOU ARE IN THE WARC INDEX:
Email and online direct marketing
Email, permission marketing
Integrating digital with other media
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the