Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Case Study

Boston Pizza Ribs
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study reveals how Boston Pizza generated awareness and increased sales for its previously unloved ribs offering in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how the Centre for Addiction and Mental Health (CAMH), a mental health teaching hospital and research centre in Canada, used an advertising campaign to encourage people to understand 'cries for help' and how they had dismissed them.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Honda, despite the efforts of competitors, maintained the position of the Honda Civic as Canada's best-selling car model.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how Koodo Mobile, the Canadian mobile telecoms company, implemented a peer-to-peer customer support community to reduce costs and improve customer satisfaction.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how Quebec Pork Producers rekindled local interest in its meat in Quebec, Canada, by highlighting its versatility.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how the Hospital for Sick Children (SickKids) in Canada communicated the resilience of its patients to grow donations.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how York University, a post-secondary educational centre in Canada, reversed a decline in applications with an inspirational and aspirational message featuring current and past students.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on digital, mobile and social media.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes the development of a new tablet version of La Presse, a French language newspaper in North America, created in response to the general decline in traditional newspaper readership.

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