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Van Den Bergh
Warc Word of Mouth Marketing Awards
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TNS – Quantifying the contribution of word of mouth to brands via tracking studies
Warc Word of Mouth Marketing Awards, 2008
This paper discusses a study undertaken by TNS to quantify the contribution of word of mouth to brands via tracking studies.
This paper discusses a study undertaken by TNS to quantify the contribution of word of mouth to brands via tracking studies. The relationship between word of mouth and advertising is presumed to be a positive inter-reaction, and TNS wanted to investigate whether WOM should be included in brand communication trackers alongside the existing mass media channels, even at times when the brand was not specifically initiating a word of mouth campaign. The company selected a range of nine trackers from different sectors, and added four simple questions about WOM to the tracking questionnaires. The results showed that WOM is an important brand metric that: varies by brand and is not just a function of category; interacts with advertising; can be present at a level higher than a brand's paid-for communications; is applicable to all ages/social groups; reflects the health of the consumer-brand relationship; is primarily positive about the brand; includes a lot of face-to-face communication; and in, an integrated campaign, heightens awareness of comms media. This research thus shows the importance of WOM to all brands, not just those running a WOM campaign, presents the specific benefit of WOM in an integrated campaign, and demonstrates how WOM can be measured on a 'standard' brand tracker.
Axe/Lynx – UK dinner party: a real-time approach to measuring buzz
Warc Word of Mouth Marketing Awards, Best Measurement Award, 2008
This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity.
This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. The campaign was based around the catchphrase 'Bom Chicka Wah Wah', and particularly focused on males in the 14-35 year old age range. The intention was that the cool guys (and girls) would use the catchphrase in social situations, such as while flirting in clubs. The campaign revolved around four TV executions, supported by posters and competitions. The success of the campaign was measured using TROI, a real-time research approach that aims to capture experiences as they happen by asking participants appropriate to the target audience to send texts whenever they see, hear or experience anything to do with the brand being surveyed. The figures from the Lynx/Axe case showed that the catchphrase spread quickly among the core demographic, and that the combination of TV and posters were important in prompting use of the term. Research also showed that it was necessary to keep rolling out new creative executions to keep the campaign fresh, and also that the campaign would wear out if kept going too long.
Cadbury – Wispa re-launch
Warc Word of Mouth Marketing Awards, 2008
Cadbury was aware of an online petition for the return of its discontinued Wispa brand, but wanted to measure the full intensity of its appeal to fully understand the scale, and potential, of the demand.
Cadbury was aware of an online petition for the return of its discontinued Wispa brand, but wanted to measure the full intensity of its appeal to fully understand the scale, and potential, of the demand. In order to achieve this, a research programme was launched to analyse conversations across multiple channels, including assessing key phrases and terms which brand advocates used, which could then be employed in advertising and marketing campaigns. The key 'connecters' who would have the most influence on the target market were also identified, and encouraged to spread messages and ideas virally. This strategy mobilised 7,500 people, and, in all, some 24 million bars of Wispa were sold in six weeks during a limited trial run, leading to the bar being introduced permanently nationwide in October 2008. Cadbury also achieved an 11% rise in sales in the three months to the end of September 2008, a result partly attributed to the return of Wispa.
Chicken Tonight's Sizzle & Stir: The golden turkey
Eleni Papadakis, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2000
1998-9 campaign to revitalise Chicken Tonight with launch of a new version. CT, launched in 1993, had declined from top to third position, was seen as bland.
1998-9 campaign to revitalise Chicken Tonight with launch of a new version. CT, launched in 1993, had declined from top to third position, was seen as bland. New launch of ethnic-derived brand Sizzle & Stir raised need to get across a high quality, innovative image, changing attitudes to CT while drawing on its previous advertising salience. Burst TV advertising used. 1998 launch was hampered by a) competition from a new Uncle Ben's version, b) premium pricing, c) a production accident which forced product withdrawal. S & S relaunched 4 months later (Jan 1999). Within 2 months had recovered no. 1 position. Achieved nearly 5000 tonnes in 12 months against target of 3000 tonnes; volumes in 2000 26% higher than in 1999, and expect to close year at 6000 tonnes (which values the brand at £23 million). Advertising influence demonstrated by a Henley Centre model, discounting distribution and promotions. Increased sales taken from competition (Homepride, Uncle Ben's), with little cannibalisation of other CT. New (heavy, younger) users were attracted. Tracking (Millward Brown) showed high ad awareness, attitude changes, imagery, brand consideration. Icon Research study showed the brand largely defined by its populist advertising. CT Casserole Sauces also benefited from S & S advertising (TNS MediaSpan). Payback of all advertising costs calculated in 2.75 years, 30% better than previous successful Van Den Bergh brands.
From Uncertainty to an Abbey Ending
Nick Simmonds, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990
A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc.
A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc. Research revealed concerns among customers, especially that the change would lead to pressure for mortgage rate rises. Also, concern that current customers would switch business, at a time when mortgage demand was declining fast. A TV corporate campaign and a mortgage-specific campaign using TV (two bursts) and press throughout the year were used. Tracking data and qualitative research confirmed the impact of the corporate campaign. Abbey National's share of lending showed a major turnaround, reflected in profits.
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