Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report demonstrates how Crest, Procter & Gamble's oral-care brand, defied category conventions to create a Halloween sensation.


Matt Buttrick, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how the British Heart Foundation (BHF) charity combined a well-known celebrity, catchy song and easy-to-remember formula to increase the likelihood of the British public trying cardiopulmonary resuscitation (CPR) in the event of a cardiac arrest.


Trevor Hardy, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Gillette, the shaving brand, adapted to changing consumer preferences for facial hair that had left its clean-shaven brand persona behind, by partnering with a UK charity to advertise its ProGlide Styler product.


Saji Abraham, Varsha Chawda and Jane Dorsett, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Unilever's soap brand Lifebuoy used a hand hygiene message to save lives and increase sales in India.


Emily Harlock, Craig Mawdsley, Lilian Sor and Carolan Davidge, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Cancer Research UK, a charity, used an online film and advertising to increase the impact of its government lobbying activities.


Amanda Jones and Brenda Imeson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.


Carl Sarney, Institute of Practitioners in Advertising, Gold, Best International, IPA Effectiveness Awards, 2014

This case study demonstrates how the National Depression Initiative (NDI) in New Zealand used an online self-help tool to deliver medically significant improvements in depression sufferers and reduced costs for the Ministry of Health.


Anthony Harris and Tony Quinn, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.


Sonal Narain and Tania Chan, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how the Health Promotion Board of Singapore took a new approach to anti-smoking campaigning, with a participatory, social media and content driven campaign.

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