Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report outlines how the "Share a Coke" program helped the soft-drinks brand return to growth after a period of declining sales.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report shows how CrossFit, the fitness group, has built its brand through word of mouth and a singular focus on its distinctive approach to exercise, rather than via traditional marketing.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report addresses how Mazda USA, the automaker, is leveraging digital media to engage consumers, whether they are actively looking to buy a car or not.


Stephen Whiteside, Warc Trends, Snapshot, March 2015

This article sets out some of the key challenges 'dark social' - social sharing that is difficult to track - presents to marketers, and offers some ideas for actions that can be taken now to better understand it.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report addresses how NASA, the US space agency, has built up an army of social media advocates by holding unique offline events for users of platforms like Facebook and Twitter.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report outlines how Chevrolet, the auto marque, managed to turn a burgeoning social-media crisis into a successful short-term marketing campaign.


Shalom Levy and Yaniv Gvili, Journal of Advertising Research, Vol. 55, No. 1, 2015
Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility.

Helge Thorbjørnsen, Paul Ketelaar, Jonathan van 't Riet and Micael Dahlén, Journal of Advertising Research, Vol. 55, No. 1, 2015
Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample.

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