Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth

Michael Hyde, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how Defence Force Recruiting, the Australian Defence Force (ADF) recruitment organisation, encouraged women aged 16-30 to join the air force by facilitating conversations between serving women and people who were interested in enlisting.

Danish Chan, Adrian Mills and Karl Bates, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study describes how the Victorian Responsible Gambling Foundation, an Australian government agency which helps problem gamblers, created a public rehab program to raise awareness of problem gambling and help people.

Norm Johnston, WPP Atticus Awards, Winner, Media and Communications Planning, 2013

This article sets out the growing trend of brands becoming "Social by Plan" - putting social at the heart of the planning and buying process - within the Paid Owned Earned media model.

Tony Reagan, Warc Best Practice, September 2014

This article provides guidelines for planning in real-time, in order to create a state of readiness that allows for 'planned spontaneity'.

Charley Hayes, Warc Exclusive, September 2014

This article reviews and summarises the book 'Viral Marketing: The Science of Sharing', by Karen Nelson-Field, which offers advice on video sharing.

Barbara Messer, Event Reports, ADMA Global Forum, July 2014

This event report describes how Cirque du Soleil embraces social media and new technologies to remain flexible in a changing environment.

Case Studies on Warc, Warc 100, 2014

SEEK volunteer, a charity, publicised its website with this campaign, which encouraged companies to "volunteer" media space to promote volunteering.

Case Studies on Warc, Warc 100, 2014
Cão Sem Dono, a Brazilian charity, organised a live stunt featuring a trash can with a difference in order to highlight the societal problem of abandoned dogs. It set up a real-life "doggy trash can" in front of one of the city's largest pet shops.

Case Studies on Warc, Warc 100, 2014

This campaign highlighted a societal problem in Hong Kong, poor living conditions in tiny "cage" apartments, with a dramatic exhibition in the city's Cultural Centre.



Word of mouth

Theories and trends in building buzz


Word-of-Mouth marketing

How to measure WOM across the consumer journey


Why and how ads go viral

Using behavioural and attitudinal data to track WOM


American Rom

Warc Prize winner stages a stunt choc bar rebrand