Word of Mouth

Information and insights on viral campaigns relying on word-of-mouth

Word of Mouth


Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. Having started trading on eBay in 2006, the brand quickly built up a loyal audience on social media, firstly on Myspace and then on Facebook.

Case Study

Beetle Mania
Michiel Cox and Jamie Barrett, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign. A competition was created, based on a popular social trend, inviting people to post pictures of themselves imitating the shape of the Beetle car, in order to win one.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Madelyn Dow, Warc Prize for Social Strategy, Entrant, 2014
This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families. The Pathfinder model had experienced a sales decline, and the company wanted to reverse this whilst maintaining its core values as a family car. 'Cool' family bloggers were identified and invited to test drive a Pathfinder for a week in winter - the season that best demonstrated the value of the car.

Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

Case Study

The ARIA Awards
Gina Williams, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by the Australian Recording Industry Association (ARIA), a national industry association, which used an influencer-based social media campaign to promote its awards ceremony. There was mass awareness, but little credibility and declining viewership: The not-for-profit ARIA awards had a proud 27-year heritage, but needed a radical reinvention to get back into the hearts and minds of both the industry and the public.

Lizzy Pollott, Matt Spector and Jennifer Ekeleme, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in the US by Havaianas, the Brazilian footwear retailer, which used social media to boost sales. The company primarily sells 'flip flops', with consumer interest in the product peaking in the summer.

Damaris Montalvo and Angela Baldwin, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Mercy Ships, a non-profit organisation which provides medical care to people living in poverty, used social media to capitalise on television coverage in the US. The organisation was to be featured in a news magazine show, and so developed a digital and social strategy to build on this.

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