Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


The Communications Council, Silver, Australian Effie Awards, 2015

This case study explains how social listening and adaptive planning saved SPC, the Australian canned fruit brand.


Stephen Whiteside, Event Reports, Keller Fay Group Webinar, August 2015

This event report assesses the role of word of mouth (WOM) for Hispanic consumers in the US, based on data from the Keller Fay Group, the market research firm.


Stephen Whiteside, Event Reports, Direct Marketing News Webinar, August 2015

This event report shows how Newton Running, a challenger brand in the athletic footwear space, is using social media to stand out from the category’s big players.


Stephen Whiteside, Event Reports, SocialChorus Webinar, August 2015

This event report addresses how Reebok, the sporting apparel group, drives employee advocacy around its core brand positioning of improving fitness.


Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015
This event report outlines Burger King's approach to "storymaking", which is a distinct approach from the more traditional "storytelling" pursued by brands. While storytelling typically takes the form of brands pushing out narratives, storymaking involves entering conversations that have already gained digital traction organically.

Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report addresses how Taco Bell, the quick-service restaurant chain, has refined its presence on social media.


Ian Forrester, Warc Best Practice, July/August 2015

This article outlines five steps for brands to make their online videos 'go viral'.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Toyota Norway gained sales for its hybrid cars by increasing the number of test drives taken.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.

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