Warc index
 

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationa

This paper reports on the findings of the "talktrack" word of mouth measurement methodology, which seeks to quantify the impact of word of mouth on a firm’s profitability. Using simple simul ...

As demand for Word-of-Mouth (WOM) marketing has grown, so has the need for insight into how influencers stimulate demand. The Word-of-Mouth Marketing Association (WOMMA) identifies five categories of

In order to effectively engage in Word-of-Mouth (WOM) marketing, brands must learn a new language of sustained, emotive engagement. It requires an entirely new way of thinking from determining a brand

The article argues that Word-of-Mouth (WOM) needs to be integrated into the whole brand development process, not tacked on as an afterthought. Most WOM techniques seem to be focused on distribution, w

Word-of-Mouth (WOM) exemplifies a fundamental change in the consumer/brand relationship; its real, underlying power is that it delivers to consumers information they trust, by means of a one-to-one mu

Word-of-Mouth (WOM) marketing is growing fast (double-digit growth each year since 2001 in US), and there is strong interest in the concept, but there remain obstacles to its being adopted in marketin

The article reviews the effectiveness of Word-of-Mouth (WOM), as exemplified by entries in the first WARC WOM Awards. Campaigns that build WOM are especially profitable because they can persuade consu

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

In this article, James Aitchison, Managing Editor of WARC Online, discusses WARC's Word of Mouth Marketing Awards 2008. The featured case studies include Aquafresh's launch of its new Iso-Active tooth ...

In this article, James Aitchison, Managing Editor of WARC Online, reports from WARC’s Word of Mouth Marketing Masterclass 2008. Word of mouth is an online and offline reality that marketers simply can ...

This word of mouth campaign aimed to differentiate AEG-Electrolux from competing white goods brands in a category where consumers are only active in the market at very long intervals, and only feel li ...

Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets. The season featured a number of TV programmes and s ...

The V&A was running the Cold War Modern Exhibition - a retrospective of Cold War living encompassing architecture, art/film, design and politics - from September 2008 to January 2009. The exhibition h ...

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 dema ...

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'. Communications centered around Chuck, a silent puppet, who feature ...

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. Th ...

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 paper discusses the campaign created to launch the first new Lotus sports car in over a decade - the Lotus Evora. The launch of the model was seen as a chance to re-ignite the Lotus brand, positi ...

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 ...

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 ...

The internet is a user-controlled environment, meaning that creating engaging viral content to grab consumers' attention is both challenging and, potentially, highly rewarding. This article discusses ...

This article discusses word-of-mouth trends, and how they work. The theory behind Malcolm Gladwell's The Tipping Point is that social epidemics are spread by a few exceptionally influential people, 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 ...

There is still much to be learned about calculating the economic value of referrals and other word-of-mouth activities, both online and offline. Reichheld's 'ultimate question'- would you recommend u ...

This paper reports on a project by OMD that uses online survey research and TGI data to identify all the influences on consumers in 10 different and map typical paths to purchase in those markets. It ...

This article discusses the techniques used to drive word-of-mouth, so as to create 'fame' for a brand. Tactics include: finding a taboo to break (Angelsoft, nzgirl, OPSM Contact Lenses, Ryvita Minis, ...