Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report breaks down JetBlue's formula for marketing success, as the air carrier seeks to stand out from major players in the category.


Peter Field, Warc Trends, October 2014

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.


Warc Trends, October 2014

This is the summary version of Warc's Seriously Social 2014 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how SmartLife, a United Arab Emirates (UAE) based charity, created a scheme that connected white-collar workers with labourers to help provide them with an education.


Claire Coady, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Unilever created 'All Things Hair', a YouTube channel for the UK and Canada, in an innovative always-on partnership between Unilever haircare brands, Google and beauty video bloggers.


Kate Kopperman, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.


Ant Harris, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how youth homeless charity Depaul UK reappraised its entire fundraising strategy by founding the Depaul Box Company, a business that sells cardboard boxes to home movers.


Saji Abraham, Varsha Chawda and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Newcastle Brown Ale, the beer brand, has moved its advertising spend almost exclusively to digital, with great success.

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