Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Brian Carruthers, Event Reports, Marketing Week Live, June 2014

This event report describes how MaxiNutrition, the sports nutrition brand, used a sampling event in the UK to trigger social media engagement.


Steve Thomson and Ozoda Muminova, Admap, July/August 2014

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.


Dave Choate, ESOMAR, Digital Dimensions, June 2014

This paper identifies the key drivers of sharability on the image-based social network Pinterest, by examining factors such as sharing behaviour, content type and the wider online search and sharing context.


Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This report describes how Wendy's, the American quick service restaurant chain, is using social media to build mass awareness.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how a group of charitable organisations worked together to create a new day to mark the start of the holiday giving season in the US, and increase charitable donations.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains how MILO, a chocolate milk drink brand, created a new sport in order to reposition itself in Malaysia and appeal to teenagers.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how HEMOBA, a Brazilian blood bank, partnered with a football team to increase blood donations through team affinity.

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