Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Judit Nagy and Anjali Midha, Journal of Advertising Research, Vol. 54, No. 4, 2014
The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform. By examining Twitter users' behavioral and attitudinal response to television Tweets during primetime television programming, the authors of the current study found that earned audiences would take actions both related to television viewing and engaging with their brand sponsors - an untapped potential for programmers and advertisers.

Harlan E. Spotts, Scott C. Purvis and Sandeep Patnaik, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games.

Natalie Skovron, Russ Mitchinson and Luke Atkinson, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how technology company Samsung repositioned its brand in Australia by focusing on local and emotional connections.


Michaela Futcher, Account Planning Group - (Australia), Gold, Creative Strategy Awards 2014

This Australian campaign aimed to make Tiger Beer the world's most recognised Asian beer among young male consumers by using a meaningful cultural insight.


Sarah McDonald and Karl Bates, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Universities Australia, an organisation representing universities, used a social and digital campaign to build support for its federal funding.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how SPC, an Australian processed fruit brand, used a real-time social media strategy to revive its brand and increase sales.


Jack Spicer and Mathieu Dauner, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Bundy Rum, an alcohol brand owned by Diageo, created a limited edition bottle to help the Australian town of Bundaberg, the brand's ancestral home that had been damaged by floods.


Angela Morris, Account Planning Group - (Australia), Gold, Creative Strategy Awards 2014

This case study explains how RAC Western Australia, the motoring mutual, improved road safety by focusing on a key, but under-recognised cause of accidents: driver inattention.


Kate Smither, Ant Melder and Justin Graham, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study shows how QUIT UK, a charity, used the Vine video platform to communicate the message that a person dies of a smoking-related illness every six seconds.

WARC RECOMMENDS


WARC BRIEFING

Word of mouth

Theories and trends in building buzz


ADMAP

Word-of-Mouth marketing

How to measure WOM across the consumer journey


ARTICLE FOCUS

Why and how ads go viral

Using behavioural and attitudinal data to track WOM


CASE STUDY

American Rom

Warc Prize winner stages a stunt choc bar rebrand