Influencers

The power of influential consumers

Decision Making


Fabio Buresti, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how Boost mobile, a pre-paid mobile brand in Australia, launched an emotional campaign in a commoditised market.


Michael Derepas, The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes how BONDS, an Australian underwear brand, launched a new range of bras with a temporary brand re-naming.


Mark Sareff, Pippa Kulmar, Adam Beaupeurt and Sarah Faraday, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how KFC, the fast food chain, created a mobile app to boost afternoon snacking sales in Australia.


Case Studies on Warc, Warc 100, 2014

In this campaign, soft drinks brand Mountain Dew teamed up with graffiti artist Haser and a team of tech experts to bring graffiti to life in 3D.


Case Studies on Warc, Warc 100, 2014

SEEK volunteer, a charity, publicised its website with this campaign, which encouraged companies to "volunteer" media space to promote volunteering.


Case Studies on Warc, Warc 100, 2014

This campaign highlighted a societal problem in Hong Kong, poor living conditions in tiny "cage" apartments, with a dramatic exhibition in the city's Cultural Centre.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.


Steve Thomson and Ozoda Muminova, Admap, July/August 2014

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.


Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report discusses how Office Depot has employed content marketing in the US to add an emotional component to what can be a low-interest category.

WARC RECOMMENDS


WARC BRIEFING

Influencers

Theories and trends in marketing to influencers


ADMAP

How to achieve influence

A focus on influencers in the December 2012 issue


ARTICLE FOCUS

Look who's talking

A guide to understanding social influence online