Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth

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.

Stephen Whiteside, Event Reports, The Keller Fay Group webinar, July 2014

This article explains how AT&T, the US telecoms corporation, used marketing-mix modelling to determine the value of word of mouth (WOM) to the brand and describes the strategies used to maximise its effectiveness.

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, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a social video to explain the importance of handwashing in preventing child deaths.



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