Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


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.


ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.


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.


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.

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.

Gian M. Fulgoni and Andrew Lipsman, Journal of Advertising Research, Vol. 55, No. 1, 2015
This essay asserts that despite the popularity of digital social media, marketers should not be led astray into believing that digital WOM has replaced consumers' offline communications. Smart marketers should view WOM marketing holistically and leverage both digital and offline channels to communicate with consumers in the most appropriate manner, and then rely on amplification by "influencers" - both online and offline.

Warc Trends, March 2015

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asia Strategy 2014.


C. Samuel Craig, William H. Greene and Anthony Versaci, Journal of Advertising Research, Vol. 55, No.1, 2015
Word of mouth (WOM) is a potent force that can influence the success or failure of new products or services. Its power is amplified and intensified across diverse online and social-media platforms.

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