Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Vanich Jirasuwankij, Nuntaporn Laoruangroj and Chanya Sutthienkul, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how KFC, the fast food chain, created an online platform for good deeds aimed at teens in Thailand.


Kristin Tan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in 2013, Singapore had a serious dengue outbreak when the number of cases reached an all-time high and epidemic status.


Prasanna Kumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Pantene, the haircare brand, started a movement to engage with a new generation of young women in China.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how a Tokyo-based communications company used communal exercise to build morale after the 2011 Japanese tsunami and other disasters.


Sanjay Sharma and Arjun Paul , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Skoda, the automotive brand, relaunched its Octavia model in India to reverse a market share slump.


Pamela Garcia , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Bactidol, the oral antiseptic made by Johnson & Johnson, promoted its long-lasting effect in the Philippines with a karaoke marathon.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how BIC, the men's shaving brand, built interest and trial amongst young men in Malaysia with an online campaign that fed expression and belonging for groups of friends.


Basant Rathore and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in an increasingly digital age, newspapers in India were seeing a gruesome shift in the axis of journalism - a shift from 'shaping views' to 'delivering news', thereby diminishing the role of the 'conscience-keeper'.


Sanjay Sharma and Arjun Paul , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how VAT 69, the whiskey brand, reached out to older Indian men with families during the busy festive season.

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